Brand Visual Image Design Of Folklore Intangible Cultural Heritage Han Yao Legend

The story of Han Yao(the cold cave dwelling)--a folklore intangible cultural heritage(ICH)with profound cultural context--carries within its inheritance and development not only the evolution of ideology,lifestyle and aesthetic sense of different historical periods,but also the change of Xi’an’s historical,cultural and humanistic development.In the new media era,the ICH cultural and creative industry began to rise.Yet the inheritance and circulation of folklore ICH--The story of Han Yao--are now facing difficulty as the connotation of the story is no longer well-known to young people.In order to better pass on the folklore ICH,the writer analyzes the circulation status quo and inheritance difficulties of the Han Yao story from the perspective of brand design in attempt to build a cultural and creative brand with regional cultural characteristic.Based on Qujiang Han Yao relic,the writer attempts to advertise the Han Yao story through “online plus offline” linkage,explore a new pattern of folklore ICH protection and circulation and make the folklore ICH Han Yao story an urban cultural tourism boutique that can be seen,touched and brought back home.This thesis takes the ICH Han Yao story as an example and includes six chapters.The first chapter elaborates on the purpose and significance of the study,literature review,research methods and innovative points.The second chapter introduces the theoretical and practical basis of the brand image design of Han Yao story as well as its artistic and cultural value and circulation dilemma.The third chapter carries forth the study in three aspects: region,audience and design method and explores new development opportunities for Han Yao story.Chapter four establishes the brand name “Qujiang Yuan” for Han Yao story and expounds the design concept as well as the specific brand image design process.Chapter five summarizes representative scenes in Han Yao story for illustration and cultural and creative products design.Chapter six is a conclusion of Han Yao story brand design practice,in which the writer uses the perspective and method of brand design to build an ICH brand with regional characteristic,devise systematized cultural and creative products,search for an emotional expression of Han Yao story in hopes of providing a reference plan for the development of cultural products with local characteristic.