Research On The Visual Identity Design Of Ma'anshan City From The Perspective Of Cultural And Tourism Integration

With the development of global economic integration and the acceleration of urbanization in China,the competition between cities is becoming increasingly fierce.Enhancing soft power plays an increasingly important role in urban development.Based on the concept of cultural and tourism integration,it has become an important part of city soft power to shape and build a city visual image with regional characteristics.Based on the basic theory of urban visual image design,this paper studies the relationship between urban context and urban image recognition from the perspective of cultural and tourism integration,and puts forward the key points of characterization,branding and systematization of urban visual image construction from the comprehensive perspectives of cultural and tourism integration development,regional cultural inheritance and visual image reconstruction,emphasizing the important role of urban context in the formation of urban spirit and urban image recognition.At the same time,taking the image transformation from "Steel City" to "Poetry City" in Maanshan as an example,based on the investigation of the current situation of cultural tourism brand and city image design in Maanshan,the typical,diachronic and systematic design principles of city visual image symbols are put forward according to semiotics theory.According to the theory of user experience,this paper puts forward the design goal of city image with sense of belonging and identity,forms the whole image of the city with an open and inclusive system,and meets the diversified needs of tourists with user-customized subdivision.Finally,in view of its size and typicality,this paper chooses Maanshan Chinese Li Bai Poetry Festival,which is an important part of the construction of Maanshan city visual image,as the object for design practice.The research in this paper enriches the relevant theories of urban visual image design from the perspective of cultural and tourism integration,and has certain guidance and reference value for the design of urban visual image,especially the design of Ma 'anshan urban visual image.