Research Of The Culture Derivatives Design Based On The CIS Theory

There has been a heated social topic about the urban cultural tourism. Public has thegrowing demand for a higher level of spiritual and cultural in travel and more requirements onthe quality of tourist souvenirs as the economic conditions and the standard of living improves.Cultural derivative design is one forefront of the current product design, which is workingclosely with the tourism industry areas. It is a effective utility to reflect and communicate thecultural connotation of urban tourism, the designing and marketing of produces is a importantway to realize the urban tourism brand planning and economic income-generating.CIS(Corporate Identity System) is the most simple and effective mode for brandmanagement and operation. The comprehensive overview of the city brand and CI theorycould help people to analysis the intrinsic relationship with the urban cultural tourism and thebrand, and push the creation of culture derivative system design theory by combining the CItheory and methodology of system design in the souvenir design process. The culturederivatives system design divided into three parts, management design, cultural image designand derivative product design. The whole system is the grafting of the CIS design and systemproduct design, so that the systematic and clear features should be described. The appropriatecharacteristics, as well as specific design methods are submitted for the system at differentstages to regulate the design which are based on the industrial design principles, to improvethe design efficiency and the product success rates. As the Practice example, Huai’an’s designcase demonstrates the way to import the culture derivatives system design theory and thespecific step to achieve the design features and methods. This project argues the feasibility andrationality of the completely theory to guide the practice, as well as prove the positive effectson branding urban cultural tourism.Two purposes should be done in this paper. The first one is that exploring a now effectivemodel of the modern theory of CI and its corporate identity system in the city’s culturaltourism and souvenirs design based on the idea of brand theory. Another aim is innovatingproduct system design theory to guide practice, improving the research of the methods andprocess in culture derivatives system design, and exploring the optimization programme ofurban cultural tourism.