The Application Of Qinghai Hui Traditional Elements In Brand Image Design

Chinese civilization is an accumulation of multinational cultures and features in a diversity of national cultures.Among them the traditional elements of Qinghai Hui are rich in expressions and meanings.They have been combined with traditional and modern design concepts from developing to the present and Muslim design style arose as well.With a long history and various forms they have become an important ingredient of Qinghai ethnic characteristics culture.As one of the most important economic construction provinces of "Belt and Road Initiative",Qinghai national brands are now facing new opportunities and challenges in the development of economic globalization today.The national enterprises in Qinghai have gradually realized the importance of brand image and established their brand images with national characteristics.The profound culture of the traditional elements in Qinghai Hui is of great significance to promote the development of the modern national brand.To protect and inherit the traditional Hui culture is not only to seek the correct development direction for modern design,but also to respect the traditional national culture.The traditional elements of Qinghai Hui were suited to local conditions.With the introduction of Islam,its religious culture and art were followed on and fonned specific national elements through the integration of local Han culture.With various kinds,the traditional elements of Qinghai Hui are the aesthetic expression about Hui spiritual world.An application of visual elements in Qinghai Hui brand image design was studied in this paper based on full understanding of Qinghai Hui culture,distinctive art form and unique aesthetic awareness of Qinghai Hui.Pattern elements of symbols,colors and language were analyzed and interpreted.With artistic aesthetic value and practical economic value,the traditional elements of Qinghai Hui are ingredients of national culture in Qinghai area.Therefore,problems in applications of visual elements in Qinghai Hui brand image design were analyzed and favorable application principles were also suggested.Finally,the brand "XinYi Hui Tea" was adopted as an example to analyze the application of traditional elements of Qinghai Hui in the brand image design and some conclusions were drawn as well.The study of traditional elements of Qinghai Hui not only inspires author's future design creation,but also enables more people to understand Muslim culture.