Research On The Design Of Visual Identity Of Cultural Heritage

Cultural heritage is a valuable historical treasure of a nation,and its vitality lies in the possibility of wide communication and dissemination.As the most direct and effective way in the communication system,visual image design can excavate the rich connotation of cultural heritage,transform it through visual language,and present it to the public with a series of holistic visual image design,so as to convey culture to the public and show its own characteristics in cultural exchange activities,which is conducive to the protection and inheritance of China’s historical and cultural heritage.At present,China’s cultural heritage and cultural relics protection units are still at a stage of less exploration and experimentation on visual image design,and the existing cultural units’ research on the application and meaning of visual image design is mostly in the aspect of spreading culture and promoting ideas.Quanzhou Tianhou Palace is still the center of cultural exchange of A-Ma beliefs,and its need for visual image is not only in terms of dissemination,but also in terms of how to show its own characteristics,express its cultural connotation and promote the development of exchange culture in exchange activities,which is very important for cultural heritage similar to Quanzhou Tianhou Palace.Taking the Quanzhou Tianhou Palace visual identity design as an example,this paper compares and studies the historical and humanistic aspects of Quanzhou Tianhou Palace,the beliefs of Mazu and the images of Mazu,and analyzes the current situation and problems of the existing visual image design of Quanzhou Tianhou Palace from the perspective of cultural heritage exchange activities and the needs of spreading culture.Based on the theory of visual image design,we will explore the distinctive elements of Quanzhou Tin Hau Temple and design a visual image system for Quanzhou Tin Hau Temple in line with contemporary cultural aesthetics to meet the needs of its communication activities and cultural dissemination.The design will contribute to the long-term sustainable development of Quanzhou Tianhou Palace,promote the development of A-Ma culture,and become a unique regional cultural card.