The Application Of Xiaogan Carved Paper Cuttings Cultural Symbols In The Brand Image Design Of "Shenlin" Rice Wine

In order to help the national intangible cultural heritage culture to better inherit and develop,many brands use traditional cultural symbols with local characteristics in brand image design to promote the modernization and innovation of traditional culture,but in this practice,there are problems such as insufficient development of traditional cultural resources,unreasonable brand strategy,and low recognition of brand visual image.How to condense representative cultural symbols in traditional culture,and how to use regional culture to create distinctive brands is an urgent problem to be solved.Firstly,through the combing and integration of semiotic theory and filial piety carved paper-cutting culture,this paper analyzes the research of related concepts at home and abroad,and summarizes the problems existing in traditional brands in brand design.Taking the symbolic ternary relationship theory proposed by Pierce as the research method,the cultural symbol interpretation of the filial piety carving and paper-cutting pattern is carried out.Secondly,through field research and market research,create customer models,clarify brand design methods and strategies,and lay the research direction and design foundation for brand design.Finally,this paper takes the brand image design of Shenlin rice wine as the research foothold,combines the research results,integrates design ideas to extract paper-cutting cultural symbols,builds a new style of Shenlin rice wine brand,comprehensively creates a brand with more local characteristics and can enter the public life,creates the added value of intangible cultural heritage,increases cultural self-confidence,and leads the new trend in China.