A Study Of The Design Of Traditional Folk Fine Art Brand

Lihou Tiger is a traditional handicraft integrating the elements of stories,straw plaiting,embroidery,paper-cutting,calligraphy and painting.It is a gorgeous form of traditional folk arts in China.In 2008,Lihou Tiger was included in the list of the National Intangible Cultural Heritage by the State Council.^[1]Lihou Tiger is named after Lihou Kingdom,known as Licheng after Qin Dynasty.Originating from the Shang Dynasty and taking tiger as its totem,Lihou Tiger has developed its unique culture and carried many historical records over the time-honored history.Lihou Tiger has some cultural functions such as blessing-giving,home-guarding and money-making.Widely circulated among people,Lihou Tiger is accredited as No.1 Tiger in China.^[2]With the development of economic globalization,the number of brands has become a major indicator of a country’s economic power as well as an important index to evaluate its economic performance.In the context of global commercialization,people from all walks of life are in hot pursuit of brands,and there have been more and more means to establish a brand.As an intangible cultural heritage of China,the localized brand image of Lihou Tiger has not been internationalized though it has long been world-renowned.Taking Lihou Tiger as an example,the paper demonstrates the important role of brand design in the process of spreading and popularizing traditional folk fine arts through practical design research.The author has surveyed the economic background and the current situation of brand image for current traditional folk fine arts,learned from the available successful cases at home and abroad,and analyzed the potential drawbacks of the localized brand image of Lihou Tiger.On this basis,some relevant strategies and methods for the brand design of Lihou Tiger have been proposed.Attempts of applying the integration of traditional elements with the modern design language have been made.Furthermore,modern design symbols have been used as the main design style to comply with the consumption notion of young people nowadays.Changing the traditional way of communication is a necessary way to spread traditional culture.