在当今的信息社会中,许多企业的产品品质、功能、设计及促销手段都已趋于同类化,过多、泛滥的信息使消费者的消费倾向受到了直接、间接的干扰。为了使相同领域,处于同等技术水平或质量水平的企业呈现出不同的姿态、面貌、形象,品牌设计师利用设计理论及艺术表现力把企业或产品的独特理念设计、转化为统一的视觉符号,把许多受限制的、难以表现的信息整合出来,用超越一般的、常识性的手段来表现企业或产品的实质性内容,追求差别化效果,使企业或产品的形象拥有明确、统一的识别性。 In today’s information society, the quality of products, functions, design and promotion methods of many enterprises have become more and more similar. Too much and over-flooding information has directly and indirectly disturbed consumers’ consumption propensities. In order to make enterprises in the same field and at the same technical level or quality present different attitudes, appearances and images, brand designers use the design theory and artistic expression to transform the unique concept design of enterprises or products into a unified visual symbol, To integrate many restricted and hard-to-interpret information, to express the substantive content of the enterprise or the product by means beyond ordinary and common sense, to pursue the differentiated effect, and to make the image of the enterprise or product have a clear and unified identification .