Creative Brand Design Of "New Language Of Dong Dress" Of Sanjiang Dong Ethnic Group Under The Perspective Of Integration Of Culture And Tourism

As an expression of local culture,history,ideas and concepts,the Sanjiang Dong costume pattern conveys the people’s emotions and spiritual aspirations in an intuitive image.It is like a pearl in the long river of history and culture,behind the colorful and gorgeous image of beauty,there are thousands of years of vicissitudes and changes.Through analyzing the research on Dong costume patterns at home and abroad and taking the current domestic and international cultural brand design cases as reference,this paper tries to analyze and redesign the traditional costume patterns,colors and shapes of Sanjiang,and use them as a case to explore the application space of traditional pattern redesign in cultural and creative brands.Firstly,we analyze and understand the concept of cultural and tourism integration,the current situation of domestic cultural and creative brand development,and investigate the Sanjiang Dong cultural and creative market.We understand that the current Sanjiang Dong costume patterns are increasingly forgotten by more and more people,and the development process of Sanjiang Dong cultural and creative products have not formed a series,branded and distinctive image of cultural and creative products,and there is no clear market positioning,so we initially plan Therefore,the development direction of "New Language of Dong Dress" cultural and creative brand is initially planned.Secondly,we analyzed and summarized the classification,aesthetic characteristics,cultural connotation and functions of Sanjiang Dong costume patterns,and then searched for the stories behind the patterns,and deeply explored the humanistic concept of "the same source of things and love" reflected in the formation process.Again,based on the results of the preliminary research,under the general trend of cultural and tourism integration,the construction of the cultural and creative brand of "Dong Shirt New Language" is carried out to clarify the brand tone,brand concept,market positioning and crowd positioning,propose the brand design strategy,and explore and summarize the specific methods of extracting and redesigning the pattern elements of Sanjiang Dong costume.Finally,the design practice is carried out for the application of Sanjiang Dong costume pattern in the cultural and creative brand,and the visual identity system design,brand application identity system design,brand illustration design,derivative product design,and brand promotion online H5 page design of the brand are carried out respectively.The focus of the design practice is to realize the brand-oriented application of the Sanjiang Dong costume pattern to the design of the cultural and creative products,and to shape the brand image identification system of "New Language of Dong Dress".In addition to conveying the ethnic spirit and humanistic concept of Sanjiang Dong people,the design practice shows the charm of Sanjiang Dong costume culture through diversified ways.