品牌视角下的江南文化视觉符号构建策略

The Construction Strategy of Visual Symbols of Jiangnan Culture from the Perspective of Brand

为顺应我国长三角一体化发展战略,打造特色鲜明的江南文化品牌符号,从城市品牌打造的视角出发,分析江南文化品牌建立的现实条件、内外动因以及人们对城市文化视觉符号的认知过程,从而建立江南文化视觉符号的构建策略:从文化根基的角度提炼视觉符号;以共有元素+个性元素的方式进行符号建构;以物质和非物质文化遗产作为符号的双重来源。通过这三点期待为江南文化视觉符号的确立建言献策。

In order to cater to the development and strategy of Chinese Yangtze River Delta integration,it is important to create a distinctive Jiangnan cultural brand symbol.Starting from the perspective of urban brand building,the paper analyzes the actual conditions of Jiangnan cultural brand establishment,internal and external motivations and people’s cognitive process of urban cultural visual symbols,so as to establish Jiangnan cultural visual symbol construction.The visual symbol is refined from the point of view of cultural foundation,and the symbol construction is carried out in the form of common elements plus special elements.Using the material and intangible cultural heritage as the dual source of symbols,the study intents to provide advice for the establishment of the visual symbol of Jiangnan culture.