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  4. Vol 4, Issue 5, 2023

A Study on the Image Design of "Chinese-Style" Brands Based on Roland Barthes' Semiotics

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DOI: 10.23977/artpl.2023.040511 | Downloads: 27 | Views: 441

Author(s)

Sinan Wang 1, Minting Zhao 1

Affiliation(s)

1 School of Art and Design, Shaanxi University of Science and Technology, Xi'an, Shaanxi, 710021, China

Corresponding Author

Sinan Wang

ABSTRACT

As the crystallization of Chinese branding and cultural symbolism, Chinese-style brands have innovatively led a new wave of brand development with their outstanding and distinctive qualities. Building on Roland Barthes' semiotics theory, this paper utilizes a secondary semiotic system to explore the innovative integration and contextual origins of traditional elements such as calligraphy, graphics, and color symbols in "Chinese-style" brand image design, ultimately examining the intrinsic connections between brand image representation and connotation. Through this analysis, it can be concluded that "Chinese" represents the cognitive paradigm of traditional culture, while "style" embodies the value extension that takes place as "Chinese" is integrated into current trends. The harmonious combination of "Chinese" and "style" infuses the zeitgeist with creative vigor and deeper cultural identity, revealing valuable insights into the evolution and sustainability of Chinese-style brand image design.

KEYWORDS

Roland Barthes' semiotics theory, Chinese-style brands, Brand image design, Secondary semiotic system

CITE THIS PAPER

Sinan Wang, Minting Zhao, A Study on the Image Design of "Chinese-Style" Brands Based on Roland Barthes' Semiotics. Art and Performance Letters (2023) Vol. 4: 69-74. DOI: http://dx.doi.org/10.23977/artpl.2023.040511.

REFERENCES

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