Research On Well Salt Cultural Andcreative Brand Design Based On Taoistphilosophy

Nowadays,the cultural economy of Chinese cities is developing rapidly.According to the needs of the development of the times,cultural and creative industries have gradually become the soft power of urban tourism economic development.Many cultural and creative products have sprung up,adding creative highlights and hot topics to the regional tourism economy.This paper discusses how to realize the practical application of traditional Chinese Taoist philosophy in the design of cultural and creative brand,taking the well salt culture of Zigong City in Sichuan Province as an example.The wisdom of Chinese Taoist philosophy is integrated into the whole thought and creative process of cultural and creative brand design,because Taoist culture permeates all aspects of Chinese culture,covers all aspects,fully embodies the characteristics of Chinese people's value concept and thinking mode.To express the connotation and temperament of the city in a visual way,we need to deeply understand and analyze the cultural background of the city.Zigong well salt has a long history and rich cultural heritage.The development of Zigong City is inseparable from the well salt culture.The word "well salt" contains the geographical conditions,humanistic spirit and historical vicissitudes of Zigong City.First of all,this paper introduces the Taoist philosophy and the traditional Chinese aesthetic concepts contained in the philosophy,and discusses its application in the modern design system based on the aesthetic ideas of Taoist philosophy,which lays the theoretical foundation for the full text;secondly,it analyzes the background and current situation of Zigong well salt culture,including the elaboration of Zigong well salt,the development and present situation of Zigong well salt culture tourism industry Status and Zigong local well salt cultural products analysis.On the basis of the above theories,this paper analyzes and puts forward the value and significance of Zigong well salt cultural creative brand design.According to modern people's living habits and behaviorpatterns,it formulates the design concept in line with the times,and carries out the practical application of Zigong well salt cultural creative brand design.Combined with the harmonious ideology of "nature,simplicity and people-oriented" in Taoism,this paper analyzes and studies the cultural and creative brand design concept and brand image design of Zigong well salt culture.Practical application starts from the brand logo design and takes the brand cultural symbol design as the basis of visual design,extending a series of aesthetic and functional product applications.China's modern design needs the support of the spirit of Chinese traditional culture,so that it can become a school of its own and be different from the design in other cultural backgrounds.The focus of this paper is to sort out and summarize the philosophical theory of Taoist philosophy.From the perspective of Chinese Taoist philosophy,this paper analyzes the aesthetic value of art creation in Taoist philosophy and the philosophical thinking of design,and summarizes the aesthetic concept in line with modern visual design.Taking root in life,paying attention to life,returning to life and looking for the road of cultural and creative brand in line with the spirit of the times are of theoretical and practical significance for the establishment of Chinese cultural and creative brand identity.