Research On The Cultural And Creative Brand Design Based On Semiotics

Culture is the embodiment of the symbol of a nation ’s outer nuclear and its inherent invisibility.Its formation is closely related to the historical development and living environment of the entire nation.And cultural self-confidence is a positive cultural mentality that reflects a country and a nation’s firm belief in its own cultural value."Zhaoxing Dong Village" is located in the southeast of Guizhou Province.It retains the ancient style of the Dong people,has strong ethnic characteristics,and precipitates the history and culture of the Dong people.From the perspective of cultural self-confidence,the author focuses on exploring the human customs and regional culture of the Dong people in Southeast Guizhou,deeply digging into the Dong culture in Southeast Guizhou,and using the cultural and creative brand design of“Zhaoxing Dong Village”as an entry point to cultivate and deepen the recognition of Dong culture,as well as to pass on and promote minority cultures.The author combed the previous research literatures based on semiotic theory in multiple disciplines and found that the exploration and research on cultural and creative brand design based on semiotic theory was minimal.Semiology has its special meaning in different contexts,and provides a scientific and systematic methodology for research in multiple fields.The author tried to systematically comb and integrate the cultural symbol system of Zhaoxing Dongzhai from a semiotic point of view.From the image representation of behavior,the symbol of behavioral culture to the symbol of deep culture,the author deeply explored and analyzed the characteristics and significance of the village’s cultural symbols.In the design practice part,the author combined the cultural semiotics and design semiotic viewpoints,and based on the refinement of the cultural symbol system ofZhaoxing Dongzhai,she had a deeper thinking into the reference of semantic meaning of symbols in cultural,formation of visual expression and organization of language formats.Semiotics is not only the theoretic support of the thesis research,but also the introduction of design methodology.The cultural and creative brand is the carrier of cultural symbols,and therefore the author introduced the semiotics theory and stretched the research of the subject out to the design practice,and thus expanded new space for design and explored more possibilities for cultural and creative brand design.The purpose of this research is to tap the Dong culture to help the research and design of cultural and creative brands under the help of cultural tourism and poverty alleviation and discuss the feasibility of cultural and creative brand design of minority villages,based on the study of the Zhaoxing Dongzhai cultural symbol system and with the combination of professional knowledge theory and specific design practices.It also utilizes The cultural and creative brand and cultural and creative product as carrier to retain and convey its ethnic culture,and to explore the cultural and creative brand with new cultural value and connotation while improving the local cultural and creative brand.