| At present, in the new competitive trend of the market economy, the tourism industry has become a new growth point in the national economy and national pillar industry. An important link in the chain of the tourism industry - the design of tourism related souvenirs has turned to be an increasingly prominent issue. The author carried out a detailed analysis of China's tourist items and found many problems on its development, particularly the tourism souvenirs brand design, on which many plans have been raised but not studied in-depth. With more and more attention paid on the tourism, tourist souvenirs brand design needs to have a serious study with theoretical and practical issues. Chengdu holds rich tourism resources, as well as the unique natural resources, such as the well known "Panda culture," which holds the world's reputation. By the investigation, reflection and analysis of background and present situation of the Chengdu Giant Panda souvenirs, the author get an overall strategy and specific schemes for the brand design with theoretical and technical supports, and meanwhile, research results can also be the references for the relevant departments with significance.This paper intends to study Art, Brand, while combines with other related subjects like Folklore, Tourism economics, Marketing, Psychology and Sociology together in order to get a multi-dimensions research. According to the brand design procedure and design principles, the study for the Chengdu Giant Panda souvenirs brand design includes the following three strategies: First, the Chengdu Giant Panda souvenirs brand identity design strategy. Second, the Chengdu Giant Panda souvenirs brand product design strategy, particularly for the study of the renewal problem of the brand product design. Three, the Chengdu Giant Panda souvenirs brand culture design. Four, the Chengdu Giant Panda souvenirs brand sustainable development strategy. Finally, the prospect of the brand of tourist souvenirs has been analysed.
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