Research And Application Of "Na" Cultural And Ecological Brand Design In The Context Of Rural Revitalization

In the report of the 19 th Party Congress,the implementation of the rural revitalization strategy is highlighted.Cultural construction is an important element of the rural revitalization strategy,and regional governments are actively pooling the strength of all sectors of society to vigorously protect,inherit and develop local distinctive cultures and look for opportunities to realize rural revitalization.Longan County in the Guangxi Zhuang Autonomous Region has a long history of rice cultivation,which is highly characteristic of ethnic minorities.In the Zhuang language,"nā" means field,and all the culture related to rice cultivation in Longan is called "Na" culture.At present,the heritage and protection of Longan’s nā culture have achieved certain results,but the design of its brand image has not been taken seriously so the Longan Zhuang nā culture has not played a good role in the modern development of rural revitalization.To better protect and develop the Longan "Na" culture,the author proposes the construction of a brand image for the Longan Zhuang "Na" culture,to highlight the influence of the "Na" culture and help rural revitalization.The research is as follows The research is as follows.First of all,field research and photography were conducted on Longan’s "Na" culture and its development status using the field survey method,followed by the design and distribution of the "Guangxi Longan " Na " Cultural Brand Image Design Survey and Research" questionnaire to obtain information on the "Na" cultural brand image design.That the cultural branding of design-related information.Based on the research content,the design principles,design positioning,and cultural branding strategies "Na" have been formulated.Secondly,through reading a lot of literature to understand and grasp the theory of rural revitalization strategy and brand image design,and to explore the relationship between the two,the theoretical foundation of "Na" cultural brand image design was laid.Finally,based on the preliminary research and theoretical study,the "Na" cultural brand image and derivatives are designed around the connotation of "Na" culture,with emphasis on the minority characteristics of the Longan Zhuang people in Guangxi and the unique connotation of "Na" culture in the visual expression.The brand image and derivatives are designed around the connotations of the "Na" culture.At the same time,the brand image promotion strategy of the "Na" culture has been planned to contribute to the ecological development of Longan’s rice culture,rural tourism,and rural revitalization.