Brand Visual Image Design Of Intangible Cultural Heritage Town

In the context of the country’s promotion of the construction of a strong cultural state,the domestic tourism industry has also entered a new era of cultural and tourism integration.Adhering to cultural self-confidence,deepening the integration of cultural tourism and continuously promoting the transformation and upgrading of the cultural tourism industry have become the focus of the cultural tourism work of various local governments.At present,local governments have issued support policies to create highquality cultural tourism products,and a large number of towns with profound nonheritage culture have become popular attractions for domestic tourism in recent years.At present,many non-heritage towns have gradually improved their hardware facilities,but the shaping of their brand visual image has not received much attention from local governments.Some non-heritage ancient towns have a weak image awareness,serious visual homogenisation and a poor visitor experience,which in turn has a certain negative impact on the development of the cultural tourism industry in non-heritage ancient towns.Therefore,highlighting the advantages of the town’s special non-heritage culture and incorporating it into the design of the brand visual image to improve the visual experience of tourists has become a necessary path for the development of the cultural tourism industry in non-heritage ancient towns.Dongsha Non-Foreign Heritage Town is a century-old fishing town with deep cultural deposits,and the town has protected and inherited more than 30 intangible cultural heritages at the county level and above.In order to effectively promote Zhoushan’s economic development and cultural construction,the Zhoushan Cultural Tourism Bureau has created a new development model of "non-heritage + tourism",reasonably protecting and utilising the non-heritage resources in the scenic area of Dongsha Ancient Town,and actively promoting the development of various fields,but not paying enough attention to the shaping of the brand image,making it a shortcoming in the development of Dongsha Ancient Town.The key to standing out among similar ancient towns and effectively communicating the intangible cultural heritage and distinctive culture of the town lies in the shaping of a higher-level visual brand image.This paper takes the ancient town of Dongsha as the object of study,and discusses the design of the brand visual identity of the non-heritage town.The paper explores the history and culture of Dongsha Ancient Town and translates it into precise visual symbols,so as to improve the design of its brand visual image.The paper consists of five chapters: firstly,it analyses the current situation of the brand visual image of ancient towns at home and abroad,summarises previous research results,and defines the concepts of intangible cultural heritage,non-heritage town and ancient town brand visual image design;secondly,it uses fieldwork and online questionnaires to understand the development status of the Dongsha ancient town scenic spot and its brand visual image construction,and conducts a statistical analysis of the valid data from the questionnaires to explore its current existence.The design of the brand visual identity of Dongsha Ancient Town is based on the positioning,principles and methods of expression of the brand visual identity of Dongsha Ancient Town.Finally,the design of a brand visual identity for Dongsha Ancient Town that both caters for contemporary aesthetics and highlights its historical and cultural significance.The purpose of this paper is to explore the development of the brand visual image of the non-heritage town,seek the design principles and expression of the brand visual image of the non-heritage town,and lay the foundation for more in-depth research in related fields in the future.The author expects to provide a new impetus for the highquality development of Dongsha Ancient Town through the enhancement of the brand visual image design,help local residents and foreign tourists to enhance their sense of national cultural identity,make more people know and understand Zhoushan’s marine non-heritage,and thus promote local economic development and cultural exchange.