基于传统“老字号”的生存空间受到市场经济发展严重冲击的这一现状,本文从设计艺术的角度进行研究思考,提出了“老字号”必须要结合现代设计理论和品牌理论对“老字号”品牌形象设计进行改进和更新的观点。 Based on the current situation that the living space of the traditional “old name ” has been seriously impacted by the development of the market economy, this paper studies and studies from the perspective of design art and puts forward that “old name ” must combine modern design theory with brand theory, Old name "brand image design to improve and update the point of view.