| Chinese calligraphy is a unique traditional art in China,and with the development of brush calligraphy,the implementation environment of brush calligraphy has undergone significant changes due to the progress of social technology.Brush calligraphy has gradually marginalized from its dominant position,and the aesthetic education of calligraphy has also become incomplete and not universal.In recent years,the country has begun to attach great importance to the position of calligraphy and aesthetic education in cultural construction and aesthetic education.A series of related educational reform strategies have been introduced,calling on the whole society to include calligraphy and aesthetic education courses in the training of universities,middle schools,and primary schools.In the subject reform,the subordinate relationship between art and calligraphy has been changed,and calligraphy and art have been listed in the subject catalog.This has established an important position for calligraphy aesthetic education in youth aesthetic education,and also allowed traditional culture to once again bloom with new brilliance.The entry point for this research topic selection is to focus on the application research of calligraphy tool brand design in calligraphy aesthetic education,taking Longchuan brush as an example,in the context of aesthetic education and combining with one’s own major.This topic first combs the concepts and realization methods of aesthetic education and calligraphy aesthetic education,and summarizes the literature on the correlation between the brand image design of calligraphy tools and aesthetic education,and theoretically expounds the relationship between the concept of Cultural identity in the connotation of aesthetic education,the traditional culture of intangible cultural heritage and the brand image design of calligraphy tools.Secondly,through the investigation and analysis of Yangzhou Longchuan brush,the original intangible cultural heritage value and aesthetic education value of Yangzhou Longchuan brush brand are analyzed,the innovative value and feasibility of traditional brands are established,the Cultural identity in aesthetic education and the inheritance of intangible cultural heritage are combined in the innovative brand design of Yangzhou Longchuan brush,and the brand design of novel calligraphy tools is used to mobilize the appeal of young people to calligraphy.Then,combining the material level strategy,the spiritual level strategy,and the institutional level strategy of innovative design under the Cultural identity theory,this paper discusses the design strategy of Longchuan brush brand by combining the connotation of calligraphy aesthetic education with the brand design of calligraphy tools.Finally,combined with on-site research and experience,the innovative design of the Yangzhou Longchuan brand brush brand was visually transformed,and the background and target positioning of the calligraphy tool brand design were established.The design,packaging,and derivative practice process of the brand’s innovative image were analyzed and pondered.Guiding young people to understand and inherit traditional skills has promoted the implementation of educational policies.Strive to widely promote the newly designed practical products in the aesthetic education curriculum of universities,middle schools,and primary schools,improve the popularity and applicability of the products,thereby better enhancing traditional cultural quality education and achieving the goal of popularizing calligraphy and aesthetic education. |
