On The Application Of Song Dynasty’s Aesthetic Features In The Visual Identification System

In May 2019,Wuliangye and Sichuan Academy of Fine Arts signed a strategic cooperation agreement,and the two sides conducted design cooperation on brand image enhancement and other aspects.Therefore,this research is a horizontal design research project in cooperation between Sichuan Academy of Fine Arts and Wuliangye,and it is a real design project practice.The subject researched the application of Song Dynasty aesthetic characteristics in Wuliangye brand visual image system upgrade and transformation design.Wuliangye culture traced Song Dynasty aesthetic characteristics from the following three aspects.One.The origin of Wuliangye wine culture can be traced back to the pre-Qin period.In the Yibin generation,there were Bo people making konjac,and to the Tang Dynasty,there were also heavy bi wine brewed from a variety of grains.The wine that has the deepest connection with Wuliangye wine culture is the "Yaozi Xuequ" of Song Dynasty.This is the most mature prototype of Wuliangye Liquor,and the development of Wuliangye’s brand culture has a veritable history.The taste of "Yao Zixue Qu" in the Song Dynasty is similar to that of contemporary Wuliangye.It is pure and thick,sweet and pungent,but not turbid,and it is the expression of Wuliangye’s cultural quality over time.two.The literati taste of Wuliangye brand is closely related to the great poets Du Fu,Huang Tingjian,and Fan Cheng of the Song Dynasty.Du Fu wrote in "East Building of Yang Shijun in Rongzhou","Heavy green wine,light red lychee",Rongzhou is the ancient name Yibin,Zhongbi Liquor is also the predecessor of Wuliangye Liquor;Huang Tingjian wrote a poem "Ode to Anlequan" after drinking "Yaozixuequ" to describe the complex taste of "Yaozixuequ".Anlequan is also the water source of Wuliangye’s winemaking.;Fan Chengda also drank and wrote a poem "I’m here but drunk with spring wine,and the stars are changing three times." These literati poems are all manifestations of Wuliangye’s cultural and humanistic temperament.three.The subtle and elegant aesthetic characteristics of the Song Dynasty are consistent with the brand development strategy of Wuliangye brand itself.In accordance with the requirements of "brand culture construction",Wuliangye Group digs deep into the cultural connotation of Wuliangye centered on ancient pits and traditional brewing techniques,and strengthens its cultural self-confidence.To empower the high-quality development of the brand with culture,the concept of Wuliangye’s brand image and cultural construction is consistent with the characteristics of Song Dynasty’s aesthetic culture.As a responsible national enterprise,Wuliangye’s cultural output method is the inheritance and integration of the traditional aesthetic characteristics of Song Dynasty.spread.The upgrade and transformation design of the Wuliangye brand visual image system is to sort out the cultural context of Wuliangye brand,combine the development of Chinese wine culture and the performance of the aesthetic characteristics of the Song Dynasty,and regain the cultural heritage of Wuliangye as a food-grade enterprise.Excavation is actually an excavation of the cultural connotation of the Wuliangye brand itself,which will help the Wuliangye brand return to tradition,establish cultural confidence,assume the responsibility of state-owned enterprises,and promote the global development of national enterprises.The Wuliangye brand visual image system(VIS)upgrade and transformation design includes two parts: Wuliangye brand image basic system design and application system design.The research content of Wuliangye brand image basic system design includes the optimization of logo graphics,the optimization of standard fonts,and the design of color systems.And brand-assisted graphic system design;the research content of Wuliangye brand image application system design includes office system design and application,publicity etiquette system design and application,product design application,integration and promotion of material design application,environmental system application,specialty store system application,And transportation systems apply seven classifications.In this research,the author only discusses the optimization design of the first four categories of Wuliangye brand image basic system and application system.The upgrade and transformation design of Wuliangye’s brand image system is a huge design project.The brand image of Wuliangye must adapt to the development needs of the new era,and the original brand image system design shall be standardized and reformed to "repair the old as the old",optimize the cultural context of Wuliangye brand,combine the strategic deployment of Wuliangye brand’s own culture,and use the visual elements of the aesthetic characteristics of the Song Dynasty.As a driving force,combine the development of wine culture,carry out cultural output with the image of a responsible national enterprise,and establish self-confidence in brand culture.