Research On The Design And Promotion Of Graffiti Art In Community Brand Creation A Case Study On Jimei Dashe Community

With the acceleration of urbanization in China,as the most basic unit in cities,the construction of community directly affects the appearance of cities and mental status of residents.Community is the major place where residents live,which is one of the propaganda platforms for residents to comprehend culture and national policy.The construction of community brand conveys development history and customs of community.It is a carrier for young people to get familiar with community culture and history,as well as a window to display towards the public.Due to the rapid development of city construction,the phenomenon of community brand homogenization is getting serious.Therefore,it is important to create personalized community brand.Unique community will internally improve resident’s sense of belonging and culture cognition.Externally,it enhances the market competitiveness of community,adds value to the community,and gives a rise to economic profit.Graffiti art is a form originated from western countries,a way that young people express their feelings.It has rich civilian colors,strong personality and visual expression effect.In this project,I lead graffiti art to the creation of community brand,combine with local history and culture,intensify the personality of graffiti art,try to integrate graffiti art with community brand creation,enhance the artistic appeal of community brand image,establish distinctive visual symbols of community brand,and improve the dissemination timeliness of community brand.First,this article sorts out the origin of graffiti art based on theories,introduces the nature,type and development trend of graffiti art,integrates it into the creation of community brand,and explores the significance of innovative creation of brand image to the community.Second,according to a case study which combines graffiti art with community creation,this article analyzes the feasibility of integration between graffiti art and community brand,summarizes the aesthetic features of graffiti art in community design,introduces the function of graffiti art in community,and concludes the principles of graffiti art in community brand design.From the theoretical point of view,the art form of graffiti is led to the community brand design,and this article intends to solve the problems existing in the current community brand creation.At last,based on Jimei Dashe Community as design practice,this article conducts SWOT analysis on Jimei Dashe Community,implements investigation and analysis on visual status and brand audience demands.According to the result of investigation,this article explores a basic condition of integrating graffiti art with Jimei Dashe Community brand,leads graffiti art to Jimei Dashe Community brand.Combined with abundant cultural history of Jimei Dashe Community,this thesis explores the design of Jimei Dashe’s brand image,enhances the individuation of the community brand image,intensifies the attraction and competitiveness of community brand,improves the fashion and innovation of community brand,and follows the tendency of times,thereby promoting the positive development of Jimei Dashe.