Recently, the Sino-German Branding Institute's National Art Fund funded project "Training of Innovative Design Talents for Specialty Brands in the Yangtze River Delta" has invited the following experts to participate in the workshopFang Min, Professor and Doctoral Supervisor, College of Art, Soochow University; Associate Professor Yang Zhaohui, winner of the IF Design Prize in Hannover, Germany, and subsection head of the major project of Art from the National Social Science Foundation of China; and renowned designer Chen Yiwen, individual seventh in the Global Design Ranking of Italy 2022 and winner of the world's top three design awards.Bringing courses to participants"An Internationalized Design Language for Chinese Brands.".
01 Effective Strategies for Brand Design Enabling Real-World Applications
Prof. Fang Min focused on "Effective Strategies of Branding Design to Enable Real-World Applications". He emphasizedThe importance of simplicity and global recognition for brand logosFor example, Uniqlo's brand logo achieves prominence and ease of recognition through its simple design and the red and white tones that symbolize its origins.
Prof. Fang provides an in-depth analysis ofFive key aspects of brand definition: visual identifiers and trademarks, tangible and intangible brand elements, consumer perception, promises and contracts, imagination and valueThrough case studies, he demonstrated how to combine traditional and modern design languages to enhance the uniqueness and attractiveness of brands. Through case studies, such as the design of the school logo of Suzhou City College and the "Tank" brand of Great Wall Motor, he showed how to combine traditional and modern design languages to enhance the uniqueness and attractiveness of a brand. He pointed out that brand design is not only an aesthetic expression of appearance, but also a bridge between brand and consumer, through which brand stories and values are conveyed. The cases of classic brands such as Apple and IBM further proved the key role of simple, unique and memorable logo design in enhancing brand image and recognition. He emphasized thatBrand design requires continuous innovation to maintain an emotional connection with consumers and enhance the brand's market competitiveness and positioning.
02 Branding - The Gig of Insight
Prof. Yang Zhaohui discussed the positioning and design strategies of brands at different levels with the sub-theme of "Branding - A Performance of Insight". She pointed out the differences in geographic and demographic positioning and price levels of different brands, and included the types of brands that are product-oriented, service-oriented, content-exporting, and integrated. She emphasized thatBranding requires deep insights into the inner needs, preferences, fears, values and behavioral patterns of the target consumer in order to create an emotional connection... Brand presentation is like a stage play, conveying information and value through elements such as logos, fonts, packaging, advertisements, sounds, flavors, materials and services. Neglecting any of these elements may affect the overall effect.
Prof. Yang cited a scene from The Count of Monte Cristo to illustrate that brands can generate widespread attention through careful planning and design. The case of Chanel No. 5 perfume demonstrated how a brand can continue to attract consumers and maintain a high-end image through unified visual elements and background stories. She noted thatExcellent brand design not only focuses on static aesthetics, but also on dynamic experience and the final feeling of the consumer. Designers need to empathize with the target consumer group and enhance the brand's market competitiveness through well-planned design. The brand logo should have storytelling and uniqueness, and make the brand a super symbol by tapping into the unique genes.
03 Within Focus: Attention Competition
Mr. Chen Yiwen's topic was "Within the Focus: Competition for Attention", and he discussed how, in the age of information overload, theHow Brand Design Competes for Consumer Attention through Innovation and Effective Strategies. He emphasized thatThe design should be based on real needs, avoiding pseudo-propositions and ineffective design, and ensuring penetration and recognition..
Mr. Chen pointed out that commercial design should be simple and efficient to reduce the cost of understanding for consumers. User thinking and emotional value are crucial in design, such as a Russian milk package featuring kittens, which attracted consumers through cute patterns. Designing with symbols and elements familiar to the public effectively enhances brand communication and resonance, e.g., the graduation season of Guangmei adopts the image of wire wrapping as a visual element. He emphasized that design should be both inherited and innovative, such as Ruixing's co-branding design with Maotai and Coconut, which demonstrated the possibility of innovation while maintaining brand tradition. By combining real needs, innovative design and emotional value, brands can stand out in an era of information overload and win consumers' attention and market share.
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