Sanya Tourism And Culture Investment Group Research On Integrated Design Of Brand Vision Image

Hainan,a great tourism city,witnesses the historic opportunity that is the construction of free trade port,the vitality of Hainan tourism will be infinitely stimulated.Sanya,the largest tourist destination in Hainan,is the key tourist city of Hainan Free Trade Port.In 2019,Sanya Municipal government established Sanya Tourism and Culture Investment Group Co.,Ltd.,aiming at solving the problems of scattered state-owned tourism resources,low industrial agglomeration,insufficient culture and tourism integration and lack of listed companies,etc.Due to the formation mode of the company is “having subsidiaries first and then group company”,there are many problems with the brand image of the Group and its subsidiaries after the Group is formed.By integrating the brand design and unifying the visual image of the brand,the Group’s brand can be built and promoted in the long term to better promote the high-level development of Sanya tourism industry.First of all,the author sort out the overview of Sanya Tourism and Culture Investment Group,which is positioned as "integrated operator of tourism and culture industry",with four major businesses including tourism company,cruise terminal,exhibition company and cultural tourism industry.This paper is based on a practical project,targeting 8 first-tier subsidiaries,5 second-tier subsidiaries,and 1 event for brand integration design according to the intention of the leaders of the Group.The current situation of the brand design of the subsidiaries was analyzed in terms of the relationship with the Group,brand logo,brand vision system,and it was found that there were problems such as vague brand management mode,lack of brand visual system,and outdated brand visual image.Secondly,the author formulated a brand integration design strategy for the current situation of brand design of Sanya Tourism and Culture Investment Group;determined the Group brand advantages from two macro perspectives of economic environment and social environment;analyzed the differences between unified brand management mode and non-unified brand management mode,combined with the Group’s brand status,and selected the endorsement brand management mode;reshaped the brand core value by clarifying the brand function(rational value),creating the brand vision(emotional value),and shaping the brand personality(symbolic value);followed the relevant,international and regional principles to build the Group’s brand.Finally,the brand visual image integration design practice was carried out based on the brand integration design strategy and the principles of brand integration design,targeting the current situation of the Group brand design.From the perspective of the Group,the overall design was conducted to unify the visual language such as corporate English logo,standard font,color system,brand combination pattern,logo usage position,etc.,which made the subsidiaries harmonize with the Group’s brand image;from the perspective of the subsidiaries,the differentiated design was conducted to carry out graphic logo design for enterprises with missing brand visual image,and to carry out auxiliary graphic optimization design for enterprises with existing brand visual image in order to highlight the personality and characteristics of the subsidiaries.To sum up,the brand integration design strategy,brand visual design system and other relevant conclusions are sorted out to provide effective reference for other tourism groups to solve brand problems,so as to better boost the high-level development of tourism industry.Innovation:1.Comprehensive.During the research on tourism Group’s brand integration design,many scholars at home and abroad mostly start from the theoretical perspectives of brand strategy,brand management,brand communication,etc.,without launching an in-depth analysis and discussion on brand visual image design;or without mastering the relationship with Group strategy,macro environment,corporate culture and other aspects from the practical perspectives of brand design performance and brand design elements,resulting in a lack of innovation in brand visual,and a preference for pattern and regularity.This paper integrated previous research results,relying on brand strategy,brand management and other related theories,formulated an integrated design strategy for the current situation of Sanya Tourism and Culture Investment Group’s brand design,and went deeper into the practical part of brand visual image design to summarize a scientific and systematic integrated design system for the Group’s brand visual image.2.Extensibility.After many enterprises design their brand visual system,they tend to take it as a fixed paradigm and apply this guideline schematically when publicizing to the public,so it limits the space for expansion while establishing the unity of corporate image,resulting in the corporate image will gradually lose touch with the times.In this paper,when integrating the brand design of Sanya Travel Group,considering the growth of the enterprise,only the visual languages such as English logo,standard font,color system,brand combination pattern,logo use position were specified,and only design reference was provided in other aspects,so the enterprise can still promote according to its own industry characteristics,leaving enough space for its future development.