Research On The Design Of Campus Cultural Creative Products Based On The Construction Of University Cultural Brand

Cultural and creative products of universities are important dissemination carriers of university culture,which can improve people’s sense of cultural identity and play an important role in building university cultural brands.This thesis takes the cultural and creative products of universities as the major research topic.From the point of view of university cultural branding,it combines relevant cases and analyses the current expressions,design elements and cultural connotations of the cultural and creative products of universities.To understand the development situation and development trend of university cultural and creative products,and on this basis,to summarise and incorporate the design principles,design methods and design philosophy of university cultural and creative product design,and to enrich the existing theory.The aim is to promote the cultural and creative products of universities to reflect the cultural characteristics of universities,enhance the audience’s sense of identity,and in this way better build university cultural brands and spread university culture.Using the results of the study as a reference,Shandong Jianzhu University was used as a case study to tap and analysis the school’s cultural resources and explore the design of campus cultural and creative products based on building the cultural brand of Shandong Jianzhu University.Analyze the material and spiritual cultural resources of Shandong Jianzhu University,then refine the distinctive cultural elements of the university from three aspects:campus spiritual symbols,historical and cultural resources and campus landscape resources,and pass on and disseminate the cultural connotation of Shandong Jianzhu University through appropriate cultural creative product design,building the cultural brand of the university also provides guidance and reference materials for the overall enhancement of the university’s cultural soft power and the development of cultural and creative industries on the university campus.