In order to study the current situation of CRH design from the perspective of design management and accordingly provide the strategies of optimized design，empirical study is carried on in this paper via the methods of interviews and questionnaire investigation Six components of CRHs brand image components are founded via exploratory factor analysis，including visual image，riding experience，value identification，corporate image，supporting service and advertising，and each components contents and the drawbacks of current design are analyzed in details Based on that，the optimal design direction of CRH branding is discussed，and the requirements of identifiability，characteristic and consistency according to train design are pointed out in this paper