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品牌设计法则

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靳埭强、刘小康、刘兵克、谷龙联合推荐!
优设网、字体帮、Micu等多家设计类自媒体力荐好书!
当下社会审美的不断提高,正推动整个设计行业快速更迭,同时对设计师也提出更严苛的要求。到底如何成为一名优秀的品牌设计师呢?
品牌设计,不只是设计一个Logo,几个字体那么轻松简单,这其中包含了太多学问与智慧,没有足够的积累,很难设计出好的作品。但诚如设计鬼才菲利普·斯塔克所说“去除所有朕浅的无用之物。 因为‘物质’越少,‘人性’ 越多”。一本扎实的设计基础手册却更见设计师的“功力”。step by step的品牌概念和组成元素解说、系统化的专业知识“补给”、去粗取精的内容设置和案例选择……在这本《品牌设计法则》中,作者徐适将着力将品牌设计的方法论、基本功、体系建设等知识点进行梳理,为设计师真正突破品牌设计瓶颈,了解甲方的内在需求。
而作为一本平面设计是的进阶宝典,《品牌设计法则》又不仅着眼于专业设计人员的精进需求,对于希望学习品牌的一般发展规律、掌握诊断品牌设计存在问题的品牌经营者《品牌设计法则》亦不失为一本有益的参考。
愿本书能够为你带来保持灵感、探索之心和职业热情的动力。
Content Description

《品牌设计法则》是一本全方位解析品牌设计的书。第一篇,品牌设计的核心理念,从品牌理念到品牌符号,再到品牌标志,一步一步地引导读者了解品牌设计。第二篇,品牌标志的三大基石,分别讲解了品牌符号中图形、文字、色彩的基础知识和设计方法。第三篇,品牌设计流程,包含品牌设计从项目前期到完成应该做的沟通、调研、设计和品牌资产管理等工作。
《品牌设计法则》适合标志设计师、 VI 设计师、品牌设计相关专业学生和平面设计爱好者阅读。
Author Description

徐适,站酷Zcool推荐设计师,莫空品牌设计机构创始人。曾获全球华人靳埭强设计奖、金犊奖等多个奖项,作品被国内多家设计平台收录及推荐。拥有多个实用新型发明专利。
Catalogue

第 一篇 品牌设计的核心理念
第 一章 品牌理念 012
1.1 重新审视品牌与设计 013
1.2 品牌是什么 014
1.2.1 品牌的诞生 014
1.2.2 品牌的价值 017
1.3 产品与品牌 019
1.3.1 产品属性与品牌要素 019
1.3.2 认知陷阱——“产品即品牌” 021
1.3.3 从消费者角度看品牌 023
1.4 品牌人格 025
1.4.1 品牌个性形成的四大因素 026
1.4.2 品牌人格量表:五大个性要素 030
1.4.3 品牌识别棱镜 032
1.4.4 品牌认知的四种程度 035
1.5 品牌定位 038
1.5.1 品牌定位的作用 038
1.5.2 差异化与情感共鸣 040
1.5.3 消费心理:马斯洛需求层次理论 044
1.6 品牌识别 046
1.6.1 什么是品牌识别 046
1.6.2 品牌视觉识别系统 048

第二章 品牌符号 051
2.1 符号学的启发 051
2.2 品牌符号 058
2.3 品牌符号的类型 059
2.4 视觉品牌符号(色) 061
2.4.1 视觉品牌符号常见的几种组合形式 062
2.4.2 色彩符号识别 064
2.4.3 图形符号识别 067
2.4.4 产品 包装符号识别 071
2.5 听觉品牌符号(声) 076
2.5.1 品牌标语的概念和作用 078
2.5.2 品牌标语的四种类型 079
2.6 其他品牌符号(香、味、触) 085
2.7 塑造品牌符号(法) 088

第三章 品牌标志 091
3.1 视觉识别系统的历史 091
3.1.1现代设计的起源 092
3.1.2 视觉识别系统的成熟 093
3.2 标志的构成 099
3.3 品牌标志的类型 100
3.3.1 品牌标志的两大类型 100
3.3.2 图形标 101
3.3.3 字标 103
3.4 标志的认知顺序 106
3.5 标志设计的七大原则 108
3.5.1独特性 109
3.5.2 辨识度 112
3.5.3 延展性 115
3.5.4 记忆度 117
3.5.5 普适性 119
3.5.6 前瞻性 120
3.5.7 简洁性 122
3.6 辅助图形(品牌标志的延伸) 126
3.6.1 直接延展 127
3.6.2 纹样延展 133
3.6.3 演绎延展 135
3.6.4 调性延展 137


第二篇 品牌标志的三大基石
第四章 图形符号设计 140
4.1 点、线、面 142
4.1.1 点 142
4.1.2 线 145
4.1.3 面 149
4.2 完形视觉原理(格式塔) 155
4.2.1 简洁律 157
4.2.2 平衡律(视觉平衡) 161
4.2.3 接近律 164
4.2.4 相似律 166
4.2.5 连续律 167
4.2.6 闭合完形律(正负形原理) 168
4.3 视觉的对比方法 172
4.3.1 平衡与对比 172
4.3.2 对比的七种基本手法 172
4.4 图形符号的类型 175
4.4.1 图形符号的三大类型 175
4.4.2 抽象型 177
4.4.3 具象型 181
4.4.4 文字型 184
4.5 标准化制图 186
4.5.1 布尔运算 188
4.5.2 贝塞尔曲线 189
4.5.3 黄金分割 191

第五章 中文标准字设计 196
5.1 中文字体的历史 197
5.1.1 中文书体略说 197
5.1.2 中文印刷体略说 204
5.2 中文字体的分类 206
5.2.1 印刷体标准字设计 207
5.2.2 书法体标准字设计 208
5.3 中文字形设计的基本概念 211
5.3.1 字体、字型、字形的区分 211
5.3.2 汉字结构要素(间架、中宫、重心、字重) 212
5.3.3 汉字的灰度与轮廓 216
5.4 中文标准字设计方法 219
5.4.1 综述 219
5.4.2 笔画设计:减法 219
5.4.3 笔画设计:连接 222
5.4.4 笔画设计:笔画形状 224
5.5 汉字图形符号化 229
5.5.1 字标(Wordmark)的汉字图形符号化 229
5.5.2 图形标(Graphicmark)的汉字图形符号化 230

第六章 西文标准字设计 231
6.1 西文字体的历史与分类 231
6.1.1 西文书刻体的历史与分类 231
6.1.2 衬线体与无衬线体 236
6.1.3 衬线体的历史与分类 237
6.1.4 无衬线体的历史与分类 239
6.2 西文字形设计的基本概念 242
6.3 西文标准字设计方法 243
6.3.1 视错觉与视觉平衡 243
6.3.2 负空间与字间距 246
6.4 西文标准字经典案例 250
6.4.1 字标(Wordmark)标准字经典案例 250
6.4.2 图形标(Graphicmark)标准字经典案例 252

第七章 品牌色彩设计254
7.1 如何把控色彩输出质量 255
7.1.1 色彩模式:CMYK、RGB、HSB 255
7.1.2 潘通色(Pantone) 257
7.2 色彩的特性 258
7.3 常见颜色的联想 261
7.4 配色基本方法 265
7.5 品牌色配色建议 268


第三篇 品牌设计流程
第八章 品牌设计流程 270
8.1 品牌设计流程图 270
8.2 前期沟通 272
8.3 调研分析 275
8.4 策略定位 277
8.4.1 品牌联想 277
8.4.2 建立品牌人格模型 279
8.5 从草图探索到设计品牌识别 281
8.5.1 思维导图 281
8.5.2 从概念到手稿探索 282
8.5.3 经典案例 286
8.6 简报提案 291
8.7 品牌触点概述 294
8.7.1 品牌触点的作用 294
8.7.2 品牌触点的三大体验阶段 295
8.7.3 品牌标志与品牌触点 299
8.8 品牌触点应用设计 301
8.8.1 产品品牌识别 301
8.8.2 互联网产品识别 303
8.8.3 广告传播识别 307
8.8.4 空间识别 311
8.8.5 企业办公识别 313
8.8.6 其他识别 315
8.9 品牌资产管理 317
8.9.1 品牌资产 317
8.9.2 品牌视觉识别手册 318
后记 322

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Brand Jingdong book
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Jingdong book