Application Of Brand Design With Horse Shape In Promotion From The Perspective Of Horse Culture

Cultural confidence is the core path to realizing the Chinese Dream and the dream of becoming a strong country.The profound connotation of horse culture has been deeply integrated into the tenaciously striving spirit of the grassland dwellers which enhances national cohesion and sense of pride,while further improving confidence in culture,helping Chinese culture stepping onto the world stages and showing China’s strength.Innovation is the primary driving force for national progress and development.It is the challenge as well as opportunity for the regional tourism brands in Inner Mongolia to deeply make exploration on the regional cultural resources,innovate the form of culture inheritance,meet the diversified cultural and aesthetic demands proposed by the public in the modern times,and design horse-shaped brands with profound cultural values,novel and unique style and aesthetic interests.The design and application of horse shape in brand promotion from the perspective of horse culture is the topic of this study.First of all,the paper investigated and analyzed the origin of horse culture and the artistic image of horse,and concluded that the researches on horse image in various fields are mainly concentrated in cliff painting and arts and crafts,while the researches on the design of horse shape,especially the design and application of horse in brand are limited.Secondly,the paper conducted the analysis on the development history and backwardness of Inner Mongolia tourism industry as well as the homogeneous phenomenon and various demands of the design of the Inner Mongolia tourism brands,on which basis it put forward the view that it is urgent for the the Inner Mongolia tourism brands to seek for realizing progress and breakthrough in horse shape and form the brand concept of“condensing new connotation,showing new appearance,and displaying new style”,providing scientific theoretical guidance for the establishment of the “Feng Ma” brand in the graduation design.Finally,putting the theories into practice,the design and promotion of the “Feng Ma” tourism brand image was realized by innovating horse modeling and using creative posters,etc.shaping a tourism brand image with regional cultural connotation and producing a complete design resolution.It inherits the traditional Chinese horse culture and carries forward the spirit of China,while endowing new spiritual connotation into the regional tourism brand.It aims to provide the reference cases for the brand design with horse shape through the above researches from aspects of theories and practices.