The Study Of Regional Culture In The Visual Image Of City Brand

The thesis focuses on the visual image of city brand, which is widely discussed as a new subject at present. Many cities have taken the road of city brand building in China, such as Dalian, Chongqing, Hong Kong and Taiwan. Some urban researchers in China have not formed of a certain theoretical system and method on this problem. Based on the analysis of some successful city brand building case and get some inspiration form the combination of design and regional culture, this paper try to find the basic principles and methods of how to make regional culture fully embodied in city brand building procession. The purpose is to explore the significance of regional culture in city brand building in today's competitive environment of economic globalization, and make more and more city brand image in domestic with regional characteristics and unique vision. The process of argumentation of this article is started from theory to practice and then rose to the theory, and finally ended with the practice of visual identity system of Hangzhou. First of all, this paper expounds the conception and details of the city brand visual identification system from the visual of city brand identity, Summarizes the cultural and esthetic elements of city brand visual identification strategy. Secondly, the article discusses the necessity of the combination of regional culture in city brand building procession, expounds the relationship between regional culture and city brand building. Then through analysis of the success visual image of city brand building experiences at home and abroad, to find the ways and means for shaping the unique city brand. To undertake the above exposition, the article finally take the visual image-building of Hangzhou as an example, analyzes and summarizes the status of Hangzhou brand building, carried out an image of it, and taken the practice for the visual image-building of city brand.City brand image is not only to establish a set of proprietary brand image symbol system,but also the key to establish a series of city brand image system with the character of regional culture. This topic is designed to make the visual image of city brand putting up with it's urban distinct characteristics based on digging the regional culture adequately. And it would be a unique city brand,a systematic, practical city brand strategy for the performance of the visual identity system in order to represent a spatial visual image of city brand better and better, that's the particular point of this study.