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1996年初,英国航空公司便着手进行“在迎接新世纪到来的时候,公司形象要做一个大的改变”的策划。到时的英国航空公司经过了漫长的10年?有化过程,必须采取完整系统的措施来巩固公司的发展基础。英国航空的目标是在服务上保持领先地位,通过建立联盟,真正成为一个全球航空公司。英国航空的制度改变带来的是股东的多元化,各种价值观的并存,而航空市场的激烈竞争和各大航空公司竞相招揽全球顾客是航空业当时的趋势。分析各种情况之后,以求变适应多样性,以求变出击全球市场成为一个英国航空公司的重要目标。飞机的形象标识设计能够通过强烈的视觉效果,对雇员和顾客在心理上产生情感维系。所以在英国航空公司的整个品牌重建过程当中,对于视觉标识的改变给予了很大的关注。
In early 1996, British Airways set out to plan “a big change in the company’s image when it came to the new century.” The arrival of British Airways after a long 10-year process of modernization must take complete and systematic measures to consolidate the company’s development base. British Airways’ goal is to maintain its leading position in service and truly become a global airline through alliances. The system change brought by British Airways brings about the diversification of shareholders and the coexistence of various values. The fierce competition in the aviation market and the major airlines competing to attract global customers are the trends of the aviation industry at the time. After analyzing a variety of situations, we need to change and adapt to the diversity so as to change the important goal of becoming a British Airways company in the global market. The design of the aircraft’s image logo is able to maintain the psychological emotion of employees and customers through strong visual effects. So in the whole process of British Airways brand rebuilding, great attention has been paid to the change of visual identity.