Urban Brand Design Research Under Regional Culture Impact

Along with the acceleration of urbanization progress, intercity competitions are becoming even more intense. As a city’s intangible asset, urban brand plays a vitally decisive role in the process of urban construction. The success or failure of urban brand shaping is a direct indicator of the strength or weakness of the city’s "soft power". It is concluded through the summary from practice that, during the overall progress of urban development, cities which are more capable of concentrated reflection of the distinct humane complex and unique regional culture have higher level of identifiability, greater influence and stronger competitiveness. Therefore, comprehensively shaping and building urban image and urban brand with regional features can better reflect the city’s value orientation, promote its popularity and influence, and enhance its core competitiveness. Yanji City is a capital city in Yanbian Korean Autonomous Prefecture of China and open border city with the unique minority features of the Korean nationality, and is a habitation of Chinese Korean ethnic groups. Relying on the regional characteristics, humanistic color, material resources and other urban features of Yanbian, the urban image of Yanji City is to be shaped to build the urban brand of Yanji City, whereby to improve the City’s overall urban strength.Employing relevant theoretical knowledge in brand science, design aesthetics and others, with the regional cultural characteristics and urban brand shaping of Yanji City as a mainline of exploration and research, with improving the overall image of Yanji City and constructing Yanbian into a livable city as the starting point, this paper analyzes the existing problems in urban brand planning for Yanji City, explores the countermeasures to address the urban brand planning for the City, induces and summarizes the designing and creating practice of the urban visual image of Yanji City as an argument of this paper. First, it mainly expounds relevant concepts to regional culture and urban brand and their extensions, delving into the basic connotations of regional culture and urban brand, whereby summarizing the relationship between regional culture and urban brand. Next, it researches and analyzes the origin, characteristics of and successive reflection over the regional culture of Yanji City. By being mainly established in Yanji City, it describes the origin of the regional culture of Yanji City, induces its characteristics, examines and analyzes the status quo of and existing problems with visual image planning for Yanji City, and summarizes the corresponding countermeasures against the existing problems. Finally, integrating the above theoretical analyses, it makes research on the specific designing and creating practice which instills the regional culture in the visual image of Yanji City, reflects and delves into the design to successfully create an urban visual image rich in regional features for Yanji City, induces a creation path along which to integrate the regional culture of Yanji City into the design of urban visual image for Yanji City, and performs specific designing and creating practice in pertinence to parts of the content.This paper is aimed to delve into the regional culture and urban visual image of Yanji City, so as to enrich people’s recognition and understanding into the regional culture of Yanji City, so that the folk culture of the Korean nationality can be inherited and carried forward. In addition, it provides theoretical guide and empirical support to the promotion and application of the design of urban visual image for Yanji City, and offer help to facilitate the scientific, systematized and normalized proceeding of the propaganda work of the urban brand image for Yanji City, so that the regional culture of Yanji City can be popularized and the overall image of the City be boosted.