Folk Literature Intangible Heritage Cangjie Legend Brand Image Design

As an important part of the Chinese culture,the "Legend of Cangjie",an intangible cultural heritage of folklore,is an important witness to the progress and development of human civilization and has important historical and cultural values.The legend of Cangjie has been widely circulated among the public,and has gradually formed the folklore and beliefs of Cangjie.During a field study in Baishui County,the hometown of Cangjie,it was found that with the rapid development of society and culture and changes in people’s lifestyles,Cangjie culture,like other outstanding traditional cultures in China,has a series of problems to be solved in terms of inheritance and development,mainly in the form of a single form and the lack of cultural connotation and beauty.In the current economic conditions,branding plays a crucial role in the overall development and good image establishment of enterprises,and can also enhance their cultural soft power and competitiveness.Establishing the brand image of Cangjie culture can not only solve the current problems,but also contribute to the development of local economy.This paper will take Cangjie culture as the main research object,analyze it from the perspective of brand image,and discuss how to shape the traditional culture Cangjie legend into a brand visual image with national cultural characteristics,so as to provide certain reference and reference for its development.First,the author analyzes the connotation and value of Cangjie cultural resources,then discusses the current situation of Cangjie cultural brand development through practical investigation and visits,summarizes the main problems,and proposes design strategies and methods by combining Cangjie cultural theory and brand image design.Finally,the design of Cangjie culture brand is studied by using the means of design science.Through the extraction of traditional elements,color selection and analysis,combined with modern design thinking,the design of brand image visual system,illustration design,IP image design,and derivative product design are carried out for the "Cangjie Character Creation" brand as a prototype,so as to promote the "Cangjie Character Creation" culture.The purpose of this paper is to promote the non-traditional culture of "Cangjie Zu Zu".This paper strictly follows the logical sequence from theory to practice to carry out the research and design practice of the content program,and conveys the connotation of Cangjie culture to the audience through the brand image design of "Cangjie Character Creation" to further enhance the brand influence of Cangjie culture and drive the sustainable development of local culture and economy.