The Brand Design And Application Of "Ouji" Based On Jiangyong Nushu

Jiangyong Nüshu in Jiangyong County,Yongzhou City,Hunan Province is a national intangible cultural heritage,which is a kind of syllabic script exclusive to women,which exists with various decorative patterns in the Three Dynasties Book,embroidery and brocade,and has high artistic aesthetic value."Ouji" is a well-known traditional food enterprise in Jiangyong area,and its traditional pastry products are favored by the market,but the enterprise brand is trapped by the lagging concept,and the enterprise brand has not been able to integrate the excellent regional culture with the brand.In the past few years,there has been an increasing focus from the government on the preservation and promotion of intangible cultural heritage.emphasized the construction of a socialist cultural power,advocated the promotion of traditional culture to establish local characteristic enterprise brands,and promoted the symbiosis and co-prosperity of traditional culture and local industries.Based on this,this topic integrates the visual elements of Jiang Yongnushu into the brand design of "Ouji",creates a complete visual identity system for "Ouji",promotes the dissemination of intangible culture,and also promotes the establishment of local characteristic brand image.The innovation of this subject lies in the integration of Jiangyong Nushu into the brand design of local traditional food enterprises for the first time,highlighting the regional characteristics of local enterprise brands."Ouji" is a traditional time-honored brand with Chinese pastry as the core.Its logo design uses the word "Europe" as the visual core to emphasize the brand concept.The simplified figure of the octagonal flower after the golden section is similar to the outline of the pastry,which fits with the core Chinese pastry of the enterprise.The combination of the font and the outline finally forms the "Ouji" trademark.According to the design principles and strategies of promoting cultural construction and highlighting the unique regional cultural connotation of traditional intangible cultural elements,we condense and extract the aesthetic symbol features of various decorative patterns and glyphs in Jiangyong Nushu,embroidery,and brocade.Obtain the auxiliary pattern of "octagonal flower",extract the characteristics of "nvshu" from the beginning to the end,and form the logo text,which can be displayed in illustrations,packaging,IP,posters and other design applications,so that people of different regions and genders can see "Ouji" "With this brand,you can visually feel the details of Jiangyong Nushu culture and the artistic aesthetics full of tension,purity and emotion,so that the "Ouji" brand is deeply rooted in the hearts of the people.