目的 了解和掌握城市形象设计在新媒体技术影响下产生的新变化， 并分析总结其产生变化的客观原因。方法 通过对国内外城市形象设计中标志、 标志物色彩、 导视系统及吉祥物呈现方式的实例分析， 对比传统城市形象设计和当今城市形象设计的差异， 归纳新媒体语境下城市形象设计的特点。结论 新媒体介入城市形象设计是数字信息时代设计发展的必然结果， 在城市形象设计中， 设计的交互思维和创新体验给设计师前瞻性的设计实践提供了更多的空间。

New changes of the urban image design in the impact of new media technologies are understood and mastered， as well as the objective motivation of these changes is analyzed and summarized. With the case study of the presentation of urban image design home and abroad， such as logo designs， marker colors， signal systems and mascots，the differences of traditional design and contemporary urban image design are compared， the features of urban image design are summarized under the context of new media. The intervention of new media in urban image design is the inevitable result of the development of design at the digital information age. In the urban image design， with the interactive thoughts and innovative experiences， designers will be provided more space for prospective design practices.