数字时代下城市品牌形象设计的表现与未来——以杭州城市为例

The Performance and Future of Urban Brand Image Design in the Digital Era—Taking Hangzhou City as an Example

摘要: 目的：文章研究在数字时代下城市品牌形象设计的发展趋势，探讨如何解决数字时代下城市品牌形象同质化的问题。方法：以数字赋能标杆城市杭州为例，文章从数字时代城市品牌形象设计的表现出发，探究杭州城市品牌形象未来发展的可能性；通过分析杭州城市独特性记忆、情景化生活和体验式空间三位一体的数字化呈现方式，结合杭州城市品牌形象数字化设计案例进行应用原则分析。结果：探究出数字时代下城市品牌形象设计的方法与路径。结论：在数字时代背景下，应该运用具有当代审美和数字媒体特征的语言来塑造城市品牌形象，数字媒介作为一种具有高效传达城市文脉基因的表现形式，可以从多维度展现城市的形象与文化。

Abstract: Objective: The article studies the development trend of urban brand image design in the digital era and explores how to solve the problem of homogenization of urban brand image in the digital era. Method: Taking the digital empowerment benchmark city of Hangzhou as an example, this article explores the possibility of future development of Hangzhou’s urban brand image from the performance of urban brand image design in the digital era; by analyzing the digital presentation of the Trinity of Hangzhou’s unique memory, situational life, and experiential space, and combining it with the digital design case of Hangzhou’s urban brand image, the application principles are analyzed. Results: Explore the methods and paths for urban brand image design in the digital age. Conclusion: In the context of the digital age, language with contemporary aesthetic and digital media characteristics should be used to shape the city’s brand image. Digital media, as a form of expression with efficient transmission of urban cultural genes, can showcase the city’s image and culture from multiple dimensions.