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Application Research of Commercial Illustration in Shaping Brand Identity

Author: ZhangHeng
Tutor: WuYongHang
School: Zhejiang University of Technology
Course: Fine Arts
Keywords: Commercial Illustration Brand Identity Design Art
CLC: J218.5
Type: Master's thesis
Year: 2014
Downloads: 8
Quote: 0
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With the development of the social and economy, the function and form of productsbecome more and more diverse, and the people’s consumption level and consumptiondemand are gradually increased. When consumers buy goods, no longer stay in onlyget more substances and access to the product itself, but put a higher requirement tothe symbolic meaning of the goods’ existence. In this consumption environment, it isnecessary for brand to seek something unique during the process of shaping itsidentity and convey distinctive emotional concepts to the consumers. Branddifferentiation is the key of brand stand out and get the success in similar competitors.Based on the research about large numbers of brands, we have found that manybrands have close cooperation with commercial illustrator at the beginning or invarious stages of its development. This phenomenon becomes most obvious in recentyears. As an important form of visual communication, commercial illustrator iswidely used in brand advertising and product design, no longer limited to thetraditional concept–illustration. Commercial illustrator has varied painting style,glamorous artistic features and unique design ideas, that can inject fresh vitality forthe brand, provide new ideas and change and change the look of the brand which hasno passion and lack of distinctive. In the process of shaping brand identity,commercial illustrator reveals a great advantage and importance.Firstly, in this paper, the background and characteristic of Commercial Illustrator andbrand are discussed. This is the objective condition. The first chapter analyzes that thekey of modern brand competition is to shape differentiated brand identity.Commercial illustrator has become an important language of shaping differentiatedbrand identity with its diversity of artistic styles and emotional expressions. In thesecond chapter, by analyzing the difficulties and problems which encountered in thecase of the creative process and combining theoretical research, summarized how thecreative artistry and unique commercial illustration has while ensuring work can convey the brand culture, meet consumer aesthetic, putting theoretical research intoeffect. By studying the application of the practice of commercial illustration inshaping brand identity, which providing realistic theoretical basis and more newdevelopment ideas for the development of commercial illustrator in the domestic. Thethird chapter summarizes the impact of cooperation between commercial illustrationwith brand is mutual. Commercial illustration can inject vitality into brand, whilebrand also offers a great platform for commercial illustration to realize their ownvalues, getting mutual benefit and common development. By analyzing the abovesystem, the final conclusion is that arts can hardly avoid the business in thecommercial society, art and commerce is not entirely antagonistic, as long as we solvethe contradictions and problems arising between art and commerce, then thecommercialization of art is not the end of art, but to bring new thinking and vast spacefor the development of the art.

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