Research On Traditional Catering Brand Image Design From The Perspective Of Semiotics

Since the reform and opening up the rapid development of China's food and beverage market,rich tourism resources and the rapid growth of the urban economy makes the traditional catering in the face of great opportunities for development,but also faced with unprecedented challenges and challenges.The current experience of the economy,the traditional restaurant business if you want to fierce competition in the restaurant in an invincible position,we must build a unique theme of the restaurant,publicity brand personality,showing the brand charm of the food and beverage brands.Through the construction of symbolic meaning and interpretation,not only can spread the concept of traditional food and beverage,but also to express the business philosophy of catering enterprises and even cultural symbols,to enhance the audience awareness of traditional dining symbols.So as to obtain the audience's affirmation of corporate culture,stable consumer groups.However,before the symbol is built,we must consider the needs of the audience and the recognition of the symbol,which is conducive to the spread of traditional brand image.Based on the semiotics,this paper analyzes the importance of the elements in the brand image,and studies the essence of the symbols in the design of the image,indicating that the brand image is in the process of symbolic transmission.In the meaning.Then,from the theory of semiotics to find out the theoretical point of design for the traditional brand image of food and beverage,respectively,the signifier and Pierce's symbolic three-point method,the traditional restaurant brand image symbolization of the construction of the analysis:The external extension and the interpretation of the connotation to further find out that the audience is not entirely in accordance with the meaning of the design symbol to interpret the traditional restaurant brand building,and easy to convert some symbols and misread,you need to extend its symbolic meaning for the traditional culture In the food brand image on the operation of the specified direction and way.Through the interpretation of the design symbols of the theory and the brand image of the food and beverage,the author puts forward the development trend of the traditional image design of the food and beverage brand to inject the cultural symbol and realize the marketing purpose with the humanistic connotation;Therefore,on the one hand,it is the inheritance of traditional culture.On the other hand,through the analysis of the traditional food culture and the semiotic theory,the author explores its unique charm and builds a bridge between the semiotics and the traditional brand image design.Diversified forms of expression into the modern brand image design and cultural heritage,in order to enhance people's aesthetic taste.On this basis,to explore new development concepts,so that the theory of semiotics better integrated into people's lives,to achieve the value of traditional culture in modern society.This not only can enrich the modern brand image design style,but also for the local tradition of cultural heritage provides a new way.