Design Translation And Branding Exploration Of Yi People’s Ganmoaniu Culture

As the embodiment of "Pure,kind and beautiful" of the Yi people,Ganmoainiu is the most prominent and typical Yi folk legend in Xiaoliangshan and even the whole southwest region,and has become the representative of the cultural brand image of the Yi people in Xiaoliangshan.Relying on the project of "design involved in the targeted poverty alleviation action in Xiaoliangshan" of the Design Innovation Center in China Academy of art,this paper makes an in-depth observation of the rich Yi culture and living conditions in Xiaoliangshan through a total of six on-the-spot investigation and design activities in the countryside.At present,as a representative of the Yi culture,Ganmoaniu mainly stays in literature,drama,performance and other aspects.It is a pity that lack of dynamic integration,application and transformation with daily life and production,and obviously out of touch.On the basis of respecting the inheritance of Yi People’s Ganmoaniu culture,how to integrate it into daily life through appropriate creative design methods,and form a series of brand products with more vitality of the times,so as to give full play to the contemporary value of Ganmoaniu as a Yi cultural brand,is the main focus of this paper.First of all,through the investigation and analysis of typical cases of creative design of regional culture at home and abroad,combined with the current situation and reflection of Ganmoaniu culture of Yi ethnic group,this paper puts forward the method of design translation to carry out the extraction,reorganization and expression of regional culture DNA,construct the system connection from design translation to branding,and form a design solution oriented by cultural value and system construction.Secondly,this paper deeply considers the spiritual inheritance and connotation interpretation of Yi Ganmoaniu culture.Through the speculation of design translation methods,focusing on the integration of image resources and its symbolization and visualization,this paper establishes five dimensions of design translation path:character translation,plot translation,scene translation,pattern translation and prop transfer,and carries out a series of product creative design experiments.Finally,this paper puts forward the concept of regional cultural creative product design from the perspective of brand,from brand positioning and user groups,from clothing,food,housing,transportation to product category system,from product language to brand design expression,from "artist linkage mode" exhibition,short video,art market,online sales to brand marketing,combined with London and Beijing international design exhibitions,as well as China Academy of fine arts graduation season Nanshan Art City,Hangzhou Dadou Road Historical and Cultural District toudou canal fair,China International Children’s fashion week Yishang town fair,Hangzhou Songcheng ideal city fair,Hangzhou West Lake District Lingshan style town Qingfengshan house fair and other six exhibition and marketing activities,fully practice and form from design translation to creative production and then to the contemporary art creation and independent brand experiment of "Ganmoaniu and Flarming Butterfly" in the brand construction,which provides a new reference case for the research of regional cultural creative design.