The Research And Design Of The Brand Image Of The Royal Palace Of Da Tong Dynasty

With the development of information media,the importance of brand image shaping in tourism is becoming increasingly evident.According to this development trend,the spiritual needs of the public are increasing,the competition for tourism brands is becoming increasingly fierce,and the requirements for brand image are becoming increasingly strict.As the "Little Forbidden City of China",the palace of the Datong Dynasty has unique artistic value.Its artistic elements can bring new vitality to brand image design,and brand image design can take the place of the characteristic artistic elements of the Wangfu,providing another new way for the protection and inheritance of ancient Chinese architecture.This article aims to take brand image design as the starting point,and take the extraction of artistic elements from the Datong Wangfu Mansion as the starting point,conduct in-depth research on the methods of applying traditional artistic elements to modern brand image design,explore innovative design forms of brand image and the best promotion path and new methods in the current era context.The content mainly includes the following aspects: first,By collecting and organizing literature and books on brand image design related concepts as well as an overview of the Dai Wang Mansion,namely,historical background,architectural form,architectural components,architectural decoration,and artistic value;Then,it analyzes the current situation of the brand image of the Dai Wang Mansion scenic spot and the brand image of domestic excellent scenic spots,and summarizes the design feasibility of promoting the brand image of the Dai Wang Mansion from three perspectives: the manifestation and cultural connotation of the brand image,deepening the visual impression of tourists on the Dai Wang Mansion,and the promotion and dissemination methods of the ancient architectural art of the Dai Wang Mansion;Secondly,according to the design positioning and design principles of the Dai Wang Mansion,mining and extracting the characteristic elements of the Dai Wang Mansion will lay the foundation for the following innovative methods of illustration design,IP image design,and graphic extraction;Thirdly,carry out brand image design practice for Dai Wangfu,including brand logo,standard characters,standard colors,IP image,auxiliary graphic design,and illustration design;Finally,explore the application strategies for the brand image design of the Datong Prince Mansion,sort out the application forms of the elements of the Prince Mansion from four aspects: the basic application system of the scenic spot,the guide system of the scenic spot,the advertising and publicity system of the scenic spot,and the cultural and creative souvenirs of the scenic spot.Then,use the creative forms of modern design to organize and innovate the artistic elements of the Prince Mansion of the Datong Dynasty,and apply the extracted elements of the Prince Mansion to specific brands for design practice,In order to enhance the competitiveness of the Datong Dynasty Wangfu Scenic Area,improve its popularity,and expand its influence.