摘要：在全球化的现在，寿司店面在食品行业占有着一席之地。形象设计对于寿司品牌的发展起着至关重要的作用，有了设计，品牌理念才可以传播。现在的市场有着大批的日料店面，但大部分都是相似的风格和相似的名称，没有独特性，也没有品牌明确的方向性，所以都显得很雷同，给消费者的印象都很接近，并不能明确的区别出来。

本次的课题主要研究了现有的寿司品牌，针对现在的市场进行了分析，并确定了寿司品牌的方向。现在的寿司品牌形象离不开日式的风格，但可以和别的文化元素相结合，在这次尝试了日式和中式的结合，在整体日式的风格上加入中式的元素，一些毛笔笔触的装饰性笔画还有一些毛笔字的感觉。希望可以在现有的寿司形象中可以更加显眼，一眼就能发现它的特征，也不会显得不伦不类，也能让人一下就意识到是寿司料理。设计了一整套的VI，还有餐具，服装和其他一些东西，都是运用了相同的形式。而这次的文化结合设计的标志主要的为了与现有的品牌区分开来，确立了明确的形象并将其进行推广。

关键词 寿司品牌 视觉形象 文化结合

Title The visual image design of sushi brand

Abstract：Now is in the development of globalization.Sushi stores occupy a certain position in the food industry.Image design plays a vital role in the development of sushi brand. With the design brand concept can be spread. Now the market has a large number of Japanese food store. But most of them are similar to the style and similar names. There is no uniqueness. There is also no clear direction of the brand, So they are very similar to the impression that consumers are very close, and can not be clearly distinguished.

This topic focuses on the existing sushi brand, for the current market analysis. And determines the direction of the sushi brand.Now the sushi brand cannot do without Japanese style, but can be combined with other cultural elements. In the attempt of the combination of Japanese and Chinese style. In the overall style of the Japanese to add the elements of Chinese style. Some brush strokes of the decorative strokes and some brush the feeling of the brush. Hope in the existing sushi image can be more conspicuous. Will soon find its features, will not seem neither fish nor fowl. And also can make people aware of it is sushi. Designed a set of VI, as well as tableware, clothing and other things, using the same form. This time the logo of cultural integration is mainly designed to differentiate between existing brands, establish a clear image and promote it.

Keywords  Sushi brand  Visual image  Cultural combination

目次

1绪论 1

2研究目的及意义 1

2.1研究目的 1

2.2研究意义 2

2.3研究计划 2

3寿司品牌研究概况 3

3.1寿司品牌概念 3

3.2文献研究 4

3.2.1餐饮文化的研究现状 4

3.2.2品牌设计的研究现状 4

4寿司品牌市场调查 5

4.1现有的寿司品牌考察分析 5

4.1.1实地研究 5

4.1.2问卷研究 7

4.2消费者的行为分析