도시 브랜드 이미지에 기초한 도시 로고 디자인 비교연구홍콩과 중국 대륙 도시 로고 디자인 비교를 중심으로

At present, China’s economy is developing rapidly. Therefore, to improve competitiveness and attract more opportunities, inland cities in China pay more and more attention to the construction and promotion of city image logos. In this research, the logos of capital cities of the provincial administrative regions in mainland China were chosen as cases and then compared with brand logo of Hong Kong from the perspectives of logo design basic connotation, logo form, color expression techniques and regional characteristics based on the two elements of logo form and logo color. The research introduced the functions of brand logo of Hong Kong in improving overall city image and city connotations. Then factors leading to the success of city logo of Hong Kong and the current situations of brand logo design in Chinese inland cities were summarized. On this basis, problems existing in city logo and image design of Chinese inland cities were analyzed and corresponding reasons were put forward. Lastly, suggestions were proposed for city logo design’s better presenting city brand image in the future.