| Chu culture has formed its distinctive language for artistic expression in China after a long history.Under the historical and cultural background of “the contention of a hundred schools of thought” in the Spring and Autumn Period,Chu culture was forged independently among Chinese civilization by its distinctive style,bright colors,fantastic decorative patterns and the romantic spiritual world of Chu people.The patterns of Chu State made a considerable variety of Chu cultural elements in accordance with the historical period and the top-down aesthetic awareness.Chu culture has a special historical position in terms of culture and arts in places like Central China and it has inherited the Chinese civilization from the perspectives of both spiritual civilization and material civilization.In addition,it has also provided some valuable experience for the design innovation in contemporary society.With the awakening of traditional culture,more and more people know about the beauty of Chu culture.However,there are no systematic and innovative studies on the brand value of Chu culture.Based on the multi-dimensional investigation of the current Chu cultural brands and the exploration of their focus issues,it has been found that there are some problems in the Chu cultural elements at present.For example,the current visual image of is too simple.The expression characteristics are not clear.The cultural atmosphere is not manifested.The tonality of the brand is not conspicuous.The real needs are neglected.Research on brand image design of the Chu cultural elements is based on the regional culture of Hubei Province.Taking brand personality and Chu culture as the entry point,the research analyzes the design value of the brands of Chu cultural elements so as to give references for the local brands,fulfill the social demands and carry out and inherit the regional cultural brands.This paper first explores and analyzes the definition,characteristics and forms of Chu cultural elements,and elaborates the current situation of Chu cultural elements.It sums up the visual and spiritual connotation of Chu cultural elements based on the literature and the supervision of related experts.This paper points out that there are some deficiencies in the application concerning the current situation of the brand image of Chu culture elements.It specifically analyzes the cases of Chu culture elements,and has a profound understanding of the application of visual elements of Chu culture.In addition,starting from the brand image of Wuhan Tianqi Design Company,it focuses on the reasonable use of the brands of Chu cultural elements.The brand image design of Chu cultural elements is formed in three forms including its regional characteristics of design ideas,environmental protection and beautiful appearance and cultural innovation in combination with different ways of expression. |
