【作者】 张波；

【导师】 李震；

【作者基本信息】 哈尔滨工程大学 ， 设计艺术学， 2012， 硕士

【摘要】 文化创意产业在全球各地获得迅猛发展的今天，形成了众多的文化创意产业园区及文化创意产业群。各地文化创意产业群如何在激烈的竞争中保持优势，树立品牌形象，传播企业形象及文化价值，是需要认真思考的问题。而对文化创意产业群导入视觉识别系统是其发展的必经之路。建立一套完整的视觉识别系统是文化创意产业群发展和对外传播形象必不可少的部分。文化创意产业群视觉识别系统在当前信息化浪潮的推动下，应实现突破，从静态设计向三维动态、数字化设计方向发展。本文首先对文化创意产业群和视觉识别系统的基本理论进行了论述，其中重点对文化创意产业群的形成机理及其特点进行了阐述；针对视觉识别系统在信息化的推动下的发展趋势，对视觉识别系统在数字化、动态化方面的发展进行了分析。根据文化创意产业群觉识别系统与传统企业形象识别系统的异同点及文化创意产业群与数字化视觉识别系统的关系，对文化创意产业群视觉识别系统向动态化发展的必然性进行了分析，为后续的文化创意产业群视觉识别系统的设计与研究提供理论支持。其次以迪士尼公司、上海张江高科技园区、好莱坞等国内外知名的文化创意产业群为例，对其发展历程以及视觉识别系统的运用进行了详细解读。总结出我国文化创意产业视觉识别系统运用中普遍存在的问题和不足之处，并提出了相关的建议。根据视觉识别系统向数字化、动态化的发展，提出了文化创意产业群视觉识别系统在宣传手法、视觉效果和传达手段等推广应用方面的建议。最后以哈尔滨群力新区文化创意产业群视觉识别系统的设计应用为设计案例，通过调研及对设计信息的收集，明确群力新区视觉识别系统的设计方向；在对十个设计草案的对比分析的基础上，最终确定具有地域特色的标志设计。根据视觉识别系统向动态化、数字化方向发展的趋势，在VI手册制作成电子书、群力新区门户网站制作、交互式设计和视频短片制作等方面进行了动态化的设计。同时在企业音乐电视宣传、动漫形象设计、户外视频媒体运用和交互式触摸电子查询系统等新媒体方面的推广进行了简要的论述。更多还原

【Abstract】 Nowadays, cultural creativity industries in the world get rapid development, and alarge number of cultural creativity industry cluster and cultural creativity industry clusterformed on this basis. How to maintain the superiority in the competition, establish their ownbrand image, spread their corporate image and cultural value, are the problem that manylocal government and enterprises need to think about seriously for cultural creativityindustry cluster around the world. So import visual identity system in the cultural creativityindustry cluster is the only road for its development. Moreover, the establishment of acomplete visual recognition system is an essential part of cultural creativity industry clusterdevelopment and spread image. Traditional visual identity system is two-dimensionalgraphic design, in the current wave of informationization, art design has been achievedmany breakthrough, from the static design to the3-d dynamic design, so cultural creativityindustry cluster visual identity system should strengthen the design of digital and dynamic.This paper expounds the basic theory of cultural creativity industry cluster visualidentity system, firstly. The formation mechanism and the characteristic of culturalcreativity industry cluster visual identity system were summarized analyzed. Visual identitysystem development trend in digitalized and dynamical were analyzed in the push ofinformatization. The necessity of cultural creativity industry cluster comes to the dynamicdevelopment was analyzed in accordance with the differences and similarities between thecultural creativity industry cluster visual identity system and enterprise image recognitionsystem and the relationship of cultural creativity industry cluster and visual identity systemin order to provide support for the subsequent theory.Secondly, the paper take the development history of Disney, Shanghai zhangjianghigh-tech, Hollywood and other world famous cultural creativity industry cluster forexamples for using visual identity system. The presently existing problems of culturalcreativity industry cluster visual identity system in China was summarized. According to thedigitalized and dynamically development of visual identity system, the spreading andapplication suggestions of propaganda techniques, visual effects and communicating meanswere proposed.Finally, taking the case of cultural creativity industry cluster in Harbin QunLi new area as an example, this paper makes a detailed design of cultural creativity industry clustervisual identity system through investigation, information collection and analyzing tendesign drafts to clear the design direction and ascertain the specialized logo. Besides, theaspects of changing VI manual to electronic book, making portal website production ofQunLi new area, interactive design and video clips making were designed dynamically.Moreover, the extension of visual identity system in the enterprise music TV, Cartoon imagedesign, Outdoor video media use, Interactive touch electronic inquires the system aspectswere discussed.更多还原