Research On Brand Design And Application Of "Liuyi Tang"

With China’s increasing attention and policy inclination to cultural undertakings,a number of "cultural industry gardens" have emerged in large and medium cities in China,then cultural and creative products full of regional characteristics and cultural atmosphere have also emerged.General Secretary Xi Jinping has repeatedly stressed that we should build a culturally strong country,which makes concern of the broad masses for culturally creative industries and brand strategy greatly improved.More and more culturally creative teams have also increased the input in brand image designing,so as to better promote Chinese traditional culture."Six arts" is an important part of Confucian culture,which refers to the six skills that people need to learn in ancient society,including propriety,music,archery,riding,writing and arithematic.Education of "six arts" started in the Western Zhou Dynasty,which was the main education content of the aristocracy at that time.During the Spring and Autumn period,Confucius was the advocate and practitioner of the "six arts",and he had set up private schools to teach "six arts".According to the collection and analysis of cultural reference materials related to "six arts",innovative designing are carried out by combining culturally creative brand with modern mode of visual designing,so as to make people more vividly know the traditional culture connotation of "six arts".Expeditions are used to make us know the cultural connotation of traditional "six arts Tang",so as to analyze the orientation of brand design,design concept and design principles of the "six arts hall".Finally,we get the creative inspiration of the brand on the basis of the research,then the cultural materials of "six arts" are summarized,and the graphic modeling language is used to reproduce the basic contents of "six arts".Which is fully used in the brand designing of " six arts Tang" to make a series of visual designing.Based on the preliminary research on the brand designing of "six arts Tang",the author makes a detailed analysis and combing about the culture of "six arts" through the search and research of ancient books and records,so as to draw a conclusion on the orientation,concept and principles of brand designing.In a word,the results of the preliminary research provide a good foundation for the subsequent brand designing.Meanwhile,the brand designing and practice of "six arts Tang" are analyzed from two aspects: one is the cultural brand designing of "six arts Tang";the other is the conception of culturally creative derivatives of "six arts".The author takes the designing of cultural creativity as the guidance based on the culturalconnotation of "six arts".On the basis of traditional culture,the author adopts all kinds of creative methods to recreate.Which endows the traditional culture with new vitality,and makes it more suitable for the aesthetic and cognitive needs of modern people.The design integrates modern designing techniques based on traditional culture,and geometrically processes the image in "six arts".Then the cultural spirit and connotation are highlighted that cultural and creative products want to convey by the combination of the main modeling with brand design."six arts Tang" injects new vitality into the traditional "six arts" culture with the aid of visual design,and attracts people’s attention to the culture of "six arts" and even more excellent traditional culture in China.