Research On The Symbol Expression Of Chaoshan Food Brand Image Design

The Chaoshan area is one of the origin of the maritime silk route,a profound history and culture and cultural tourism resources are rich.Chaoshan cuisine is an important tourism resource,which is an important part of the revitalization and development of the ancient city and the construction of a boutique city of Chaozhou culture.Chaoshan cuisine is very famous in the world,is the important carrier of Chaoshan culture,carrying the ancient city of profound cultural connotation.Chaoshan traditional food brand is the materialization of Chaoshan culture,but the local traditional time-honored food brand image lags behind the development,serious brand homogenization,lack of regional cultural symbols,the cultural and economic development of the brand needs to inject new era vitality,reconstruction of Chaoshan traditional time-honored food brand image is imminent.The abundant intangible cultural heritage in Chaoshan area,such as Chaozhou opera,Chaozhou music,Chaozhou iron twirl puppet show,Chaozhou wood carving,porcelain inlaid art and paper cutting,has been included in the national protection list.However,at present,the artistic and economic value of Chaoshan intangible cultural heritage is still little known,and the inheritance and dissemination of intangible cultural heritage are facing a crisis.Based on the brand visual image design and the research on the symbols of Chaoshan time-honored food brands,this paper innovatively combines the local intangible cultural heritage to express,and inherits and disseminates the Chaoshan intangible cultural heritage with the food brand as the carrier.Based on the brand image design practice of "Hurongquan",a century-old restaurant in Chaoshan area,and based on the theory of design semiotics,this paper innovatively integrates the cultural elements of Chaoshan intangible cultural heritage into the brand visual image design,so as to provide new ideas for non-genetic inheritance and communication in Chaoshan area.The body of this paper is composed of four parts.The first part is the second chapter,in which it explains how symbolic design is applied to brand design,and explains and summarizes the symbols,types of symbols and methods of brand symbol design.The secondpart is the third chapter of the article,which explains what is Chaoshan culture,Chaoshan cuisine and the relationship between the two and lists the types and contents of Chaoshan intangible cultural heritage,focusing on the analysis and summary of the value of Chaoshan food brand symbols.The third part is the fourth chapter case analysis of the article,through the foreign old and actual case studies of Chinese time-honored brand image design,summing up the characteristics of brand symbol expression,combined with the practical application to the design practice.The fourth part is the fifth chapter design practice of the article,in Chaoshan cuisine "Hurongquan" brand image design as the carrier.By exploring regional cultural symbols such as graphic symbols of brand classic cuisine,local traditional architecture and folk colors,intangible cultural heritage symbols are innovatively integrated into brand visual image design.The series is extended to packaging visual image and cultural and creative product design to realize the added value of "Hurongquan" brand and the cross-cultural inheritance and communication of Chaoshan intangible cultural heritage.