Abstract: Combining the cases of corporate brand logo update design at home and abroad in recent years and the change of marketing environment, the paper discusses the trend of modern enterprise brand logo update design and finds a more reasonable and effective logo update design strategy. Brand logo update is mainly to adapt to the internal need of enterprise development, the need of interactive consumption of the Internet, and the need of consumption aesthetic in the new era, the strategy of modern enterprise brand logo update design mainly has the innovation design and the evolutionary design.

Key words: consumption upgrading, brand logo, innovation, evolutionary

摘要： 结合近几年国内外企业品牌标志更新设计的案例及市场营销环境的变化，探讨现代企业品牌标志更新设计的影响因素和趋势，寻找更加合理有效的标志更新设计策略。品牌标志更新升级主要是为了适应企业发展的内在需要、互联网交互性消费的需要以及新时代消费者审美的需要，现代企业品牌标志更新设计的策略主要有革新式设计和进化式设计。

关键词: 消费升级, 品牌标志, 革新, 进化