当世界进入品牌竞争bai的时代，当品牌成为中华大地上商界的热点时，品牌设计也成为人们常挂在嘴边的时髦词汇。有人统计说企业每投在品牌形象设计上1美元，所获得的收益是227美元。如此诱人的投资回报率，无怪乎企业界对品牌设计趋之若鹜。那么，品牌设计究竟是什么？其魅力来自何处？

几十年前，品牌设计被定义为一个名称、口号、符号、标志或者设计，或使得品牌（产品）区别于其他品牌（产品）的这些元素的集合。品牌设计是使得品牌在竞争中脱颖而出最好的工具。

而今，品牌设计的作用在市场上日益深化的同时，其元素也愈发复杂。品牌形象已经成为了受众听到或者想到你的公司名称、服务、或者产品时感知到的第一印象。耐克的小对勾已经成为了一个典范，极大地传递速度和运动的概念。

品牌设计做好了实际上就为品牌形象的推广做好了基础。品牌设计为何如此重要呢？，让首先我们来了解一下设计的基本知识。

一. 设计的目的——解决问题

客户需要的不但是视觉，而且是视觉对商业的驱动；专注于解决客户的问题，设计应该是品牌引擎中的涡轮，为客户的生意提供强大的驱动力；应该是从客户的生意入手，把客户商业需求及生意逻辑，转化成设计语言，帮助客户取得商业上的成功。

二.设计解决什么问题

i 被发现：解决成果物在环境中，能被发现的问题；

ii 有效沟通：解决沟通的问题，清晰且有条理的向人传达有效信息，该信息可能为理性诉求、也可能是精神气质的共鸣、也可能是品牌调性语言。

iii 被记忆，再传播：解决被记忆、被再次传播的问题。在品牌层面，要解决品牌资产能被持续积累的问题。

三. 品牌设计的本质

品牌设计是在企业自身正确定位的基础之上，基于正确品牌定义下的视觉沟通，它是一个协助企业发展的形象实体，不仅协助企业正确的把握品牌方向，而且能够使人们正确的、快速的对企业形象进行有效深刻的记忆。

品牌设计的本质就是为品牌积累资产，降低传播成本，实现高效传播。

良好的品牌设计可以完成以下目标：

1. 清晰地传达信息

2. 在市场中确立信用

3. 建立从产品/服务到目标人群愿景的情感联结

4. 激励消费行为

5. 培养用户忠诚度

当你制定市场策略时，品牌就是你理解企业经营目标的关键手段。品牌设计中的关键元素可以帮助你在营销策划中准确地把握需要传递的信息，并完成准确而精细的传递。。品牌的有效性并不仅仅体现在消费达成之前，品牌体验需要一直延伸下去以便达成品牌忠诚度。

品牌设计其实涉及两个部分，品牌与设计，如何运用设计的“语言”更好的表达品牌方想要传达给消费者的感觉，这就是品牌设计的全部意义。

When the world enters the era of brand competition bai, when the brand becomes a hot spot in the business community in China, brand design has also become a buzzword that people often talk about. Some statistics say that for every US$1 invested in brand image design, the company earns US$227. Such an attractive rate of return on investment, no wonder the corporate world is eager for brand design. So, what exactly is brand design? Where does its charm come from?

Decades ago, brand design was defined as a name, slogan, symbol, logo or design, or a collection of these elements that distinguish a brand (product) from other brands (products). Brand design is the best tool to make a brand stand out from the competition.

Nowadays, while the role of brand design is deepening in the market, its elements are becoming more complex. The brand image has become the first impression the audience feels when they hear or think of your company name, service, or product. Nike's little tick has become a model, greatly conveying the concept of speed and movement.

A good brand design actually lays the foundation for the promotion of the brand image. Why is brand design so important? , Let us first understand the basic knowledge of design.

1. The purpose of the design-to solve the problem

What customers need is not only vision, but also the driving force of vision on business; focusing on solving customer problems, design should be the turbo in the brand engine, providing a strong driving force for the customer’s business; it should start from the customer’s business and Customers' business needs and business logic are transformed into design language to help customers achieve business success.

2. What problem does the design solve

i Found: Solve the problem that the result can be found in the environment;

ii Effective communication: Solve communication problems and convey effective information to people clearly and methodically. The information may be a rational appeal, a resonance of spiritual temperament, or a brand tonal language.

iii Be memorized and spread again: Solve the problem of being memorized and spread again. At the brand level, it is necessary to solve the problem of continuous accumulation of brand equity.

3. The essence of brand design

Brand design is based on the correct positioning of the company itself, based on the visual communication under the correct brand definition. It is an image entity that assists the development of the company. It not only assists the company in correctly grasping the brand direction, but also enables people to correctly and quickly Effectively and deeply remember the corporate image.

The essence of brand design is to accumulate assets for the brand, reduce communication costs, and achieve efficient communication.

A good brand design can accomplish the following goals:

1. Clearly communicate information

2. Establish credibility in the market

3. Establish an emotional connection from the product/service to the target group's vision

4. Encourage consumer behavior

5. Cultivate user loyalty

When you develop a marketing strategy, the brand is a key means for you to understand the business goals of your business. The key elements in brand design can help you accurately grasp the information that needs to be transmitted in marketing planning, and complete accurate and precise transmission. . The effectiveness of the brand is not only reflected in the consumption before the completion, the brand experience needs to be extended to achieve brand loyalty.

Brand design actually involves two parts, brand and design. How to use the "language" of design to better express the feeling that the brand wants to convey to consumers is the whole meaning of brand design.