Cloud Brocade Pattern Element Application Design

With the vigorous development of tourism,the establishment of tourism culture brand image has become a highlight of the regional cultural characteristics;it also becomes a significant brand for improving the visibility of urban tourism.Most domestic cities have seize their own urban tourism resources,began to shape their own city culture brand,to promote the development of urban economy and improve the competitiveness of the city,consequently bring more opportunities and challenges to the city.Nanjing has wonderful tourism cultural resources and intangible cultural heritage,most cultural resources posse highly value of historical.In particular,Nanjing brocade,has a strong national art style and distinctive local craft characteristics,both its long history and unique characteristics is the ancient Chinese brocade art master.If there is a necessary to build it as a cultural brand belonging to Nanjing,Nanjing brocade needs to be analyzed and studied in order to explore the form of beauty and historical and cultural background of the pattern,and finally to create a unique cultural brand.The research studied the Nanjing brocade based on the theory of visual commun ication design and took a local brocade brand named ‘Jin Zhi Dao' as our case.On th e first step,we investigated the historical culture and pattern elements with different colors of Nanjing brocade,then explored the market position and designing position of the brocade,finally we analysis how to cultivate the traditional patterns of brocad e from the view of brand visual image.We designed the brand visual image of Jin Zhi Dao on the following basis: a)the designing of the fundamental elements;b)the desi gning of application systems;c)considering how to apply the visual elements on the derivative products of Jin Zhi Dao.Eventually we talked the meaning of this researc h: a)make local brocade brand prominent about its cultural features;b)improving th e designing standard of cultural products in order to improve the standard and speedof the development of Nanjing cultural industry and make outstanding contributions for protecting and inheriting intangible cultural heritage of Nanjing City.