Research On City Brand Image Design Based On Regional Culture

In recent years,the brand design concept of the city has been increasingly valued by scholars and designers at home and abroad.After the middle of the last century,domestic scholars began to use the theory of brand image originated from abroad,and slowly tried to apply its theory to the concept of the city.Through continuous efforts and exploration,a relatively complete set of cities was formed.Brand image design theory and some mature practical applications and cases.Nowadays,the world has entered the era of urbanization,and the country has set off a climax of urbanization.In the process of urbanization,urban infrastructure has also brought a series of problems.Many cities simply improve the level of material construction in the process of development,while ignoring their own urban spirit and the development of characteristic culture.Such contradictions encountered in the development of some ancient cities in China are particularly prominent and urgently need to be resolved.The ancient city is a city with a long history and cultural connotation.It has a richer regional cultural resources,and should pay more attention to inheriting and promoting its excellent urban spirit in the process of urban development.This paper introduces the concept of urban brand image from the concept of regional culture.It explains the mutual relationship and function between the two sides in both positive and negative aspects,and regards the core of regional culture as the cornerstone of urban brand image design concept.In the design practice,the ancient city of Langzhong was selected as the design object.As one of the four ancient cities in China,the ancient city of Langzhong has unique cultural characteristics and cultural accumulation.However,in urban development,a reasonable urban brand image design plan is still needed to highlight its The core urban spirit and culture.Through a series of design investigations and design positioning,this paper outputs a complete set of brand image design schemes for the city of Langzhong to solve the contradiction between urban spiritual civilization construction and material infrastructure construction.Based on the local culture of Langzhong,this design practice puts forward the design orientation of “shui”,“xiang”,“chun”,“yuan” brand concept and brand image,and finally forms an integrated design which includes the basic part and the diversity application part.This paper hopes to provide further research data and richer practical programs for the design of domestic urban brand image through the elaboration of the relevant theories of regional culture and urban brand image,as well as the design and development of the brand image of the city of Langzhong.It also arouses people’s attention and protection of urban regional culture and raises the public’s awareness of the city’s brand image.