目的 对品牌形象的数字化设计表达进行探讨。方法 明确品牌形象数字化设计的概念， 提出了数字时代背景下品牌形象数字化设计的功用和原则， 引入国内外品牌形象数字化设计的优秀范例，展示了品牌形象面向数字时代而进行数字化设计的优势， 与此同时， 在一定程度上明确了品牌形象数字化设计的重点， 加快了品牌形象实现数字化设计的步伐。结论 品牌形象数字化设计是基于传统品牌形象设计的规范、 媒体和形式加以必要性的创新延伸， 是将品牌形象拓展应用在数字载体上的设计形式。数字时代要求品牌形象不仅要顺应时代的变化， 而且要在数字化设计过程中领先于时代的变化， 品牌形象数字化设计应具有前瞻性。

It discusses the digital design expression of the brand image. The concept of brand image digital design is determined，the function and principle of brand image digital design is put forward under the background of the digital age， through introducing the good examples of brand image digital design at home and broad， and the brand image facing the digital age is showed with the advantage of digital design. At the same time， to a certain extent，the main points of the brand image digital design is built to speed up the pace of the digital design. Brand image digital design is the basic specification， media and forms as well as the necessity of innovation based on the traditional brand image design， is also to apply the brand image development in the design form of digital carrier. Digital age requirements must not only conform to the changes in the era of brand image， but also in the process of digital design beyond the times change， so digital design brand image should be proactive.