Research On Brand Image Design Based On Hezhe Natio Nality Fish Skin Art

The contradiction between the new production and life style of modern society and the traditional skills has made the fish skin art of the Hezhen people on the verge of disappearing.In order to provide new ideas to solve the problems of lack of successors,insufficient innovation,and poor economic benefits of Hezhen fish skin art inheritance,this paper will take the Hezhen culture as the entry point,take the Hezhen fish skin art as the research object,and study the importance of brand design for the innovation and development of Hezhen fish skin art from the perspective of Hezhen fish skin art inheritance.The author analyzes and practices the brand image design of Hezhen fish-skin art-"Hezhen Youyu" as an example,and develops a series of toys and stationery products by extracting and redesigning cultural elements such as patterns,myths,and totems in the Hezhen fish-skin art to help the heritage of the Hezhen fish-skin art.At the same time,through the construction of the fish skin art brand,to explore how to use the brand image design to promote the transformation of the Hezhen fish skin culture from cultural heritage to cultural industry,to promote the inheritance and innovation of the Hezhen culture.