Research On Brand Design Innovation Based On Southern Region Culture

Minnan culture is an excellent regional culture of China and an important part of Chinese culture.With the historical development and population migration,the regional culture of southern Fujian has spread across the ocean to the rest of the world.It not only affects the overseas Chinese on both sides of the Taiwan Straits and scattered around the world,but also closely maintains the compatriots on both sides of the Taiwan Straits and overseas Chinese in the era of globalization.Cultural identity and increased cross-strait cohesion and centripetal force have played an important role in promoting.As the starting point of the maritime Silk Road recognized by UNESCO,Quanzhou is also the core area of Minnan's regional culture.Quanzhou is famous for its reputation as “Zaitun” and also with the prosperity of overseas trade and openness.The cultural blending situation has spawned a colorful and multicultural culture.This topic takes the diverse regional culture of southern Fujian as the main research target,and takes Quanzhou ancient city,the core city of Minnan regional culture,as the practice object of brand design innovation.Through the theoretical understanding of southern Fujian regional culture and the analysis of southern Fujian regional culture in Quanzhou ancient city,Fieldwork combines literature to summarize regional cultural categories,extract multicultural elements,and use brand design and cultural creative product design theory and methods to carry out brand design innovation practice,and strive to enable contemporary cultural followers to understand and disseminate Quanzhou ancient city in an interactive way.Cultural brand is the core of Minnan regional culture.The overall design concept is based on the core of brand value refined by Quanzhou Ancient City cultural brand – open and inclusive maritime and diverse world,which is based on the character of southern Fujian culture and the ancient city of Quanzhou as the starting point of the Maritime Silk Road.The unique brand appearance was proposed.Taking the color of the ocean and the urban color of the ancient city as the theme color of the brand,through the theme of historical culture,folk custom celebration,religious culture,food culture and other multiculturalism,the design method of exaggeration,outstanding features,and humorous imitation is used to refine the diversity of Quanzhou ancient city.Cultural theme image,in order to adapt to the public aesthetic and accurately display the brand effect of Quanzhou ancient city cultural brand characteristics,to attract different audiences to understand the southern region culture and Quanzhou ancient city cultural brand,in order to promote cultural exchange and development through brand communication Responding to the continuation of traditional regional culture,making it endless.