Research On The Brand Design Of Beijing-zhangjiakou High-speed Railway For The Winter Olympics

The brand design of high-speed rail is an important and indispensable element in the construction of high-speed rail culture,but compared with the relatively more advanced train technology and track facility construction,there is still some room for improvement in the brand design of China’s high-speed rail.In order to explore new ideas of China’s high-speed railway brand design,this paper,on the one hand,conducts a comparative analysis of national railroad and national high-speed railway brand identity images at home and abroad and establishes the image spectrum of modern railroad identity systems.On the other hand,from the level of domestic rail transit signage system research history,the past rail transit signage system research is sorted out,and the basic lineage of railroad signage special research is outlined.On this basis this study argues that invoking and refining the culture of local characteristics is an important way to build the brand image of the district segment.At the same time,under the leadership of the overall cultural image of high-speed rail,many segment brands can converge together to form a brand cluster of China high-speed rail,forming a diverse and unified brand matrix effect or a diversified and integrated brand family.Therefore,this study focuses on the integration of Winter Olympics culture and Beijing-Zhangjiakou high-speed railway culture,explores elements such as Winter Olympics design aesthetics,the history of Beijing-Zhangjiakou railroad and regional cultural features along the route,extracts visual information with commonality from the perspectives of tradition,humanity and technology,and creates a brand design scheme for Beijing-Zhangjiakou high-speed railway.Ultimately,this study further explores the visual design and cultural correspondence mechanism of the Beijing-Zhangjiakou high-speed railway image based on design practice.It analyzes the visual immersion integration design and content of Beijing-Zhangjiakou high-speed railway during the Winter Olympic Games,and explains the correspondence and transliteration of regional culture and visual design of high-speed railway culture.