欧洲城市视觉形象设计的经验与启示

目的 研究威尼斯、巴黎、马德里三座欧洲城市的视觉形象设计案例，为城市视觉形象塑造提供科学、系统的设计方案。方法 结合三座城市视觉形象设计案例，通过对城市意象、城市标识、城市景观三大城市视觉体系的分析，归纳城市形象的设计理念、设计方法、设计模式。结论 城市意象是城市视觉形象的基础，由标志物、道路、区域三个主要部分组成。城市标识是城市形象的内涵，由城市主标识、城市事件标识、城市标识应用三个主要部分组成。城市景观是城市视觉形象的延伸，由城市海报、城市公共艺术、城市涂鸦三个主要部分组成。未来的城市视觉形象设计，可以通过对城市意象、城市标识、城市景观三个视觉层次的丰富，实现对城市视觉形象的优化。

Experience and Enlightenment of Visual Image Design in European City

The work aims to study the visual image design cases of Venice, Paris and Madrid in Europe, so as to provide a scientific and systematic scheme for city visual image building. Combined with the visual image design cases of the three cities, the design concept, design method and design application mode of the city image were summarized through the analysis on the three visual systems of city image, city logo and city landscape. City image is the basis of city visual image, which consists of three main parts: landmarks, roads and regions. City logo is the connotation of city image, which consists of three main parts: city main logo, city event logo and city logo application. City landscape is the extension of city visual image, which consists of city poster, city public art and city graffiti. The future city visual image design will optimize the city visual image by enriching the three visual image systems of city image, city logo and city landscape.