菏泽学院学报

互联网时代品牌IP形象的发展和衍生已成为塑造品牌形象的重要战略。从符号学角度出发，运用案例研究法，对三只松鼠品牌的动物形象IP从动物符号内涵、风格定位、色彩、设计手法、设计特征等方面进行解构分析，认为IP形象在讲好故事的同时，要立足当地，与多领域链接，打造出富有活力的可持续发展的产业链。并探讨三只松鼠品牌IP建设的提升路径，以期给国内品牌的动物形象IP设计提供经验。

In the internet era, the development and derivation of IP image has become an important strategy to shape brand images. From the perspective of Semiotics, using the method of case study, this paper deconstructs and analyzes the animal IP image of Three Squirrels in terms of animal symbol connotation, style orientation, color, design techniques, design features, etc. It is believed that the IP image, while telling a good story, should be based on the local, link with multiple fields, and create a dynamic and sustainable industrial chain. At the same time, it also discussed the promotion path of brand IP construction for Three Squirrels, in order to provide experience for the animal IP image design of domestic brands.