Research On Visual System Design And Brand Building Of Cultural Tourism Scenic Spot

The enhancement of national consuming ability has not only promoted the booming development of tourist industry, but unfolded a great upsurge in developing and planning scenic spots. As cultural scenic spot planning and construction advances, the image building and communication of cultural scenic spots have drawn increasing attention, and the visual identity system design of cultural scenic spots has become a content requisite to scenic spot image construction. In the face of the increasingly intense tourism market competition, cultural scenic spots have to build a scenic spot brand for sustainable development. Integrating brand concept into the visual identity system design of scenic spots effectively to build a visual image with unique recognition memories for scenic spots is a way for cultural scenic spots to survive and develop in the white-hot competition.This paper, with the cultural scenic spot of Han Yangling Mausoleum as a concrete case, investigates and analyzes the status quo of visual identity system design and brand construction of this cultural scenic spot, drawing the following conclusions:the existing visual identity system design of the cultural scenic spot of Han Yangling Mausoleum plays a role in directly promoting its brand construction; the unity between the visual identity system design and brand construction has shaped a visual image with unique recognition memories for the cultural scenic spot of Han Yangling Mausoleum, so that it always stands erect in the intense tourism market competition and remains attractive persistently. Although the visual identity system design and brand construction of this cultural scenic spot is particularly effective, there are still have little subtle shortcomings. To research the visual identity system design and brand construction of cultural scenic spots more systematically and perfectly, this paper will take a new look at the typical elements in the visual identity system design of the cultural scenic spot of Han Yangling Mausoleum, as well as the brand construction mode and method that have been integrated into the visual identity system design, to analyze the orientation, principle and content of the visual identity system design of the cultural scenic spot of Han Yangling Mausoleum, to look for a breakthrough point and innovation point for promotion of the visual identity system design of cultural scenic spots, so as to make the visual identity system design of scenic spots more perfect and systematic, and provide some ideas and methods for the development of the visual identity system design of cultural scenic spots.In the meantime, this paper starts with the brand construction of cultural scenic spots, to analyze the co-construction pattern of visual identity system and brand in the cultural scenic spot of Han Yangling Mausoleum by integrating the brand promotion strategy of visual identity system design and the implementation model in cultural scenic spot construction and development. An analysis and research of the above contents has finally made the study on visual identity system design and brand construction more systematic and complete.