Yunyang Phoenix Lantern Dance Brand Visual Design Research Under The Concept Of Living

At this stage,the protection and inheritance of intangible cultural heritage is in full swing,according to the different types of intangible cultural heritage,the choice of protection and inheritance methods is diverse.This research mainly focuses on the Yunyang Phoenix Lantern Dance in the traditional dance of intangible cultural heritage,and carries out the brand visual design.Most Yunyang people do not know the cultural connotation,artistic value and traditional craftsmanship of rolling Phoenix lamp,which makes Phoenix lamp once dance brilliantly,and gradually loses with the impact of modern culture.How to explore a new living inheritance mechanism is a practical problem under the current trend of development.Nowadays,branding intangible cultural heritage is a high-quality choice.Yunyang Phoenix lamp dance can make the audience feel its charm more intuitively and clearly through brand visual design,and bloom its unique light again.Thisarticle research mainly analyzes the current stage of living inheritance and brand visual design research,explores the value of branding to the living inheritance of Yunyang Phoenix lamp dance,selects the visual elements of Yunyang Phoenix lamp dance as the breakthrough point,establishes the appropriate style,and applies it to the design.In order to clarify the brand positioning,we should learn from some cases of intangible cultural heritage brand design at home and abroad before design,and also understand the real wishes of the current brand audience through questionnaire survey,so as to find the most suitable way for the brand,so as to create a cultural brand and brand visual design with Yunyang Phoenix Lantern Dance characteristics.At the same time,we hope to take this opportunity to call on the whole society to pay attention to,protect and excavate these intangible cultural treasures.