Research On The Visual Design Of Chengdu's "Gourmet City" Urban Brand

"City",as a living space for human survival,has both geographical and social significance.City brand image is the crystallization of natural endowments,historical and cultural sedimentation,industrial advantages and other elements in the social meaning and concept space,and exists in a scientific and harmonious art form.In recent years,domestic scholars have tried to apply the theory of brand image to the concept of city.A relatively complete urban brand image building theory has been formed,and a relatively mature urban practice application case has been established.However,in recent years,the large-scale urbanization construction has neglected the construction of the city spirit and the development of local characteristic regional cultural resources,leading to the serious problem of urban brand homogenization,thus affecting the sustainable development of urbanization.This paper studies the visual design of chengdu "Gourmet Capital" city brand.Firstly,this paper analyzes the efforts chengdu has made to build the visual image of "gourmet city" from the perspective of government,enterprises and media.Then,the limitations of existing measures and practices are analyzed through questionnaire survey.Based on the theory of city brand image,combined with the chengdu gourmet research results,put forward the covers mental identification,behavior identification and visual identification,space environment recognition and management and promotion of the five elements of brand image of "food" in chengdu city system,and mainly based on the principles of system of urban food visual image recognition system,from the development of "gourmet" visual symbol system,the development of "gourmet" visual information system,the development of "gourmet" visual color system which can identify three aspects of system construction,and based on the sichuan flavor type,the practical application of chengdu gourmet visual image design cases;Finally,he created the design and practice work of "Twenty Sichuan Flavors" to promote the wide spread of Chengdu cuisine culture.This paper will systematically build chengdu "Gourmet capital" city brand visual image of the implementation measures,for other cities in China to define the characteristics of positioning and transformation development to provide reference;The "twenty Sichuan Flavor" brochure created in this paper has certain artistic and practical characteristics,which is of positive significance to the scientific dissemination of Chengdu cuisine culture.