Chinese Museum Visual Identity Design Research On Traditional Visual Symbols

The Chinese nation has a 5000 year history of civilization and has its own unique and ancient culture.The traditional culture is deeply rooted in the Chinese national ideology.It can be said that the traditional visual symbols are the concentrated expression and embodiment of the national spirit and traditional culture.With the brilliant achievements of China’s economic construction,the number of museums has increased sharply,the scale has expanded,and the categories have become increasingly rich.At the same time,the visual identity image of museums in China has also become more perfect with the development of museums.Through the data collection,sorting and analysis of the visual identity image of 5788 museums in 31 provinces(except Hong Kong,Macao and Taiwan),I found that there is a large number of the use of traditional Chinese visual symbols as design elements,resulting in the motivation for systematic research.Using the knowledge and theories of semiotics,communication and other related disciplines,and through data analysis,literature survey and other research methods,this paper tries to analyze the overall situation in the visual identity design of Chinese museums,especially the application of traditional visual elements,and analyzes the deep significance of traditional visual symbols in the visual identity image of these museums.Starting with the analysis of the development and current situation of Chinese museums and the status of their visual identity design,then using the principles of semiotics,this paper discusses the concept,type and connotation of Chinese traditional visual symbols,and discusses the characteristics of traditional visual symbols in the visual identity design of Chinese museums from the two latitudes of horizontal combination axis and vertical aggregation axis,representation and meaning of symbols,Finally,it analyzes and expounds the application value and existing problems of traditional visual symbols for the visual identity design of Chinese museums.The extensive use of Chinese traditional visual symbols in the visual identity design of museums,on the one hand,highlights the breadth and depth of Chinese traditional culture and strong cultural attraction;On the other hand,the museum is not only a national and local place to collect cultural history,but also an important carrier to display and spread its cultural history.The use of traditional visual symbols in its visual identity design is a choice to achieve cultural confidence,promote the excellent traditional culture of the Chinese nation to go out and cross-cultural communication.