Research On Visual Design Of Brand Image Of Liaocheng Ancient City Scenic Spot

In recent years,the policy of vigorously promoting the integrated development of cultural industry and tourism has driven the boom of a number of ancient cities in China,and the tourism development of ancient cities is facing great opportunities and challenges.After investigation,the author found that most tourist attractions focus on the development of their hardware facilities,the strength of brand image construction is obviously insufficient,so in this case,brand image visual design as a soft competitiveness of scenic spots,it is particularly important.Liaocheng is an ancient city with a long cultural history along the ancient canal river.Its cultural heritage is profound.Liaocheng municipal government and tourism departments have paid more attention to the tourism development of liaocheng in recent years.Based on the liaocheng ancient city scenic spot to carry out brand image visual design related research,the purpose is to design a set of liaocheng ancient city with the characteristics of the visual system,to bring visual unity to tourists,the ancient city image more clear.How to fully embody the characteristics of liaocheng ancient city and how to apply the cultural elements of liaocheng to the visual system design is the focus of this paper.First of all,the author expounds the related theories of the visual system of the brand image of the scenic spot,which lays a theoretical foundation for this paper.Secondly,based on the analysis of the scenic spot brand image design case,summarize the brand image visual system design strategy and principles,to provide a method for liaocheng ancient town brand image visual system design;Thirdly,it analyzes the current situation of liaocheng ancient city scenic spot visual identification system from three aspects of basic application,guide system and tourist souvenirs,and finds out the existing problems of liaocheng ancient city scenic spot visual identification system at the present stage.Finally,through to the ancient city of liaocheng scenic tourist status and questionnaire analysis,to find the orientation of the design,and extracted with characteristic of liaocheng city scenic spot visual symbol,thus to redesign its brand image visual identification system,to strengthen the characteristics of its own image at the same time,the liaocheng city tourism competitiveness.