Research On Red Tourism Brand Image Design In Hunan Province From The Perspective Of Huxiang Culture

The inheritance and development of culture has always been an important topic for many experts and scholars to study.It is the design inspiration source that the design industry pays close attention to.It is the mission and responsibility of governments at all levels to the development of cultural heritage in the region.The whole society has done a lot of work from capital investment,inheritors and design technicians docking,to the exploration and innovation of cultural resources and even brand building.This paper takes the brand image design of red tourism enterprises in Shaoshan,Hunan Province as the main research object,integrates the cultural elements and regional cultural elements in the red scenic spots to carry out creative derivative design,so as to make it establish the brand image of the enterprise which displays Huxiang culture and red culture as a whole in the hearts of tourists.And then achieve the purpose of carrying forward the red culture,inheriting Huxiang regional characteristics of culture,improve the business philosophy,enhance the brand value.This paper uses the methods of literature reading,field investigation,statistics,comparative study,image,semiotics,anthropology and other research methods.From the point of view of consumers' aesthetic demand and the market demand as a whole,objectively and comprehensively study the brand image of red tourism enterprises in Huxiang area,In the process of shaping the corporate image of the red tourism brand,the author puts forward some suggestions on how to explore the culture of scenic spots,brand positioning,Visual design and other shortcomings and deficiencies,This paper analyzes the selection method of brand image design elements of red tourism enterprises,from image collection to symbol transformation,then to logo drawing and then to enterprise VI design.The design principle is based on the respect and inheritance of traditional culture and crafts,which makes the development of red tourism and red tourism enterprises in Huxiang region glow with new vitality and vitality.Firstly,this paper investigates and analyzes the historical background of human geography related to red tourism,the current situation at home and abroad,then clarifies the concept of red tourism brand enterprises mentioned in the article,and then classifies and describes the red tourism enterprises existing in the market.Related brands mainly include liquor,tea,food and so on.After investigation and study,it was found that,The brand image design of red tourism enterprises in the existing market exists the vague brand positioning,In view of the problems of lagging business philosophy and simple visual elements,this paper discusses the basic elements and application elements of brand image design,and points out two development directions of brand image design of red tourism,namely,diversified design based on regional culture and simple design based on red culture.The article takes the former residence of Mao Zedong in Shaoshan as the red research object,and redesigns the brand image of Shaoshan Maogong Tea Co.,Ltd.Adhering to the principle of combining culture and regional characteristics in the design process,the logo graphics,auxiliary graphics,main graphics are refined and applied to enterprise VI design and packaging design.The excavation of the elements of red culture and regional culture is not perfect enough,there are still shortcomings in the design,can still be carried out in-depth study.The article for this type of brand development has a certain reference significance,but also to the region's economy has a certain role in promoting.