Research On Brand Image Design Of Beijing Silk Figure Art

The inheritance and development of intangible cultural heritage has always been an important subject studied by many experts and scholars,and great attention and a lot of work to it is also has been paid by governments at all levels from capital investment,professional training for inheritors to brand building of intangible cultural heritage.But the author believes that the single approach is difficult to produce direct effect and long-term benefit to inheritance and development of intangible cultural heritage.The author through attempt to convert intangible cultural heritage into commercial behavior,from the perspective of market promotion to study its value and significance to promote the art of "Beijing Silk Figure" and its position in the industry,from the point of design,according to the brand image design method to inherit the intangible cultural heritage.At present,there are many traditional handicraft has started design and promotion in this way,such as Grass linen and its brand“Guo Xiayuan”and Qiang embroidery brand“One needle and One thread,”etc."Beijing Silk Figure" called as“Soft sculpture art,”is an intangible cultural heritage with silk cultural characteristics.Silk figure art sprout in Spring and Autumn and warring States period,rose in Tang Dynasty and developed into mature art category in Ming and Qing dynasties.After because of situation turbulence,continuous war,silk figure once lost in Beijing.In the 1950 s,Ge Jingan leading the "Beijing Silk Figure creation Group" restored the craftsmanship of the“Beijing Silk Figure”on the basis of ancient silk figure.By the 1990 s,“Beijing Silk Figure”as a national ceremony,presented a thriving situation in popularity,sales volume and so on.Since the 21 st century,with the rapid development of modern industry,all kinds of traditional handicrafts,including“Beijing Silk Figure”have been impacted because of theircomplicated procedures and long cycle in crafting.Up to now,“Beijing Silk Figure”once more faces difficult position of skill inheritence break and gradually disappearance.In fact,the“Beijing Silk Figure,”once as gifts was given to foreign ambassadors by President Xi Jinping,havs the inherent advantage to be developed as cultural products.Through the deep exploration and excavation of the cultural resources of the“Beijing Silk Figure,”turning it into the handcraft itself as the entry point,it is great valuable to highlight the traditional cultural brand from technology and materials.Based on the visual field and visual angle of design and communication,in this paper issues of brand image design of“Beijing Silk Figure”and its promotion and development is studies.Try to explain the elements of traditional Culture with modern design language,to redesign the brand image of“Beijing Silk Figure,”at the same time draw references from the brand image design methods and promotion path of contemporary cultural products,the modes and methods of promoting“Beijing Silk Figure”'s Brand is planned and suggested.Finally,on the basis of inheriting the traditional hand skill technology,to display the excellent traditional culture of the Chinese nation,carry forward the crafting technology and artistic expression technique of the “Beijing Silk Figure,”and the silk culture and regional culture it has carried.In this paper interpretation mainly consists of five chapters.Chapter one is the Introduction,mainly expounds the basic issues related to this subject,including six respects of the research background,research status,raise of research issues,research purposes and significance,research ideas and approaches and research innovations.Chapter two briefly combs the origin and development of“Beijing Silk Figure,and at the same time studies embodiment in the brand image according to the material of the“Beijing Silk Figure”,and discusses the role and significance of brand image design to its inheritance and development to lay foundation of positioning of its brand and image design.Chapter three is the part of design practice,which combines the modern design method,investigated and analyzes market situation and difficult situation of“Beijing Silk Figure”,elaborates its design from aspects of the“Beijing Silk Figure”brand positioning-”Tang Feng Silk Figure,”1^000,product packaging,figure image,multi-media promotion and materials,etc.In such way to display a set of new visual image of“Beijing Silk Figure.”Chapter four mainly from four aspects of promotion by virtue and creation of "potential," the media promotion and business promotion to discuss the planning and suggestions of brand image promotion path of ”Tang Feng Silk Figure.”Chapter five is the conclusion part of this paper,mainlysummarizes the design and promotion strategy of“Beijing Silk Figure”brand image,and prospects the subsequent research work.During master's degree study,the author went to Beijing for many times to investigate and research on site and collect and arrange the literature.Several Beijing silk figure handcraft heritages have been interviewed,from the perspective of design science to explore the inheritance and development of “Beijing Silk Figure,”and hopes that through own research can provide a modest contribution to the academic research on the inheritance and development of traditional craftsmanship“Beijing Silk Figure.”...