杭州老字号的发展见证了杭州城市发展的历史,从设计学角度关注和研究杭州老字号企业是一个有价值的研究方向,也是目前设计学界关注比较少的一个方面。本文通过对杭州老字号视觉形象的调查与分析,认为杭州老字号视觉形象资源丰富,但也存在着视觉形象管理散乱、缺乏品牌个性、品牌形象老化、品牌传播投入不足等问题。 The development of old Hangzhou witnessed the history of Hangzhou’s urban development. It is a valuable research direction to pay attention to and study Hangzhou’s old and famous enterprises from the perspective of design. It is also one of the aspects that the design academia is paying close attention to at present. Based on the investigation and analysis of the old-time visual images in Hangzhou, this paper argues that the old-time visual images in Hangzhou are rich in resources, but there are also some problems such as scattered visual image management, lack of brand personality, aging of brand image and inadequate investment in brand communication.