Research On Traditional Sports Visual Image Design Of Taking Chen's Taijiquan Design Practice

With the intensification of market competition,more and more enterprises are beginning to realize that their brands have large shortcomings in the main image,which seriously affects the overall competitiveness of the brand and the future development space.Taking Chen's Taijiquan in Jiaozuo City of Henan Province as an example,as a jewel of oriental martial arts culture,Chen's Taijiquan reflects the “neutral beauty” and “gentle and beautiful beauty” in Chinese traditional culture,which is not only the representative of Chinese traditional culture.It is also a valuable cultural heritage worthy of pride for the Chinese nation.In recent years,as a traditional Chinese sports project,Chen's Taijiquan has been expanding in the global spread,and the population of Chen's Taijiquan has increased dramatically.However,the influence of Taijiquan culture and brand development have stagnated at the superficial level and sporadic state,and the visual appearance and cultural connotation of Taijiquan are out of touch.The brand communication is only in the appearance,not touching the cultural connotation of the image brand,and the brand communication is in the dilemma of “wide and not deep”.It is urgent to reconsider its external image and branding.In addition to its shallow roots,the new visual image is used as a table and the rich cultural connotation is used to fully activate the attraction of this traditional sports.Based on this understanding,the successors of Chen's Taijiquan gradually began to pay attention to visual image design,and strive to create a service brand that has both traditional cultural taste and individuality.In this paper,the visual image design of Chen's Taijiquan is taken as the starting point,and further research and redesign are carried out from the perspective of national brand imagedesign.Using the powerful functions of visual image design,on the basis of embodying the charm of Chinese traditional culture,we create a visual image design with both aesthetic and marketing channels.Integrate the modern design concept into the traditional sports visual image design and achieve the exploration path of the brand image sublimation in its cultural communication.