“寻找”根脉与“创造”个性——从地域文化谈城市品牌形象设计

“Looking for” Roots and “Creating” Individuality——Talking about Urban Brand Image Design from Regional Culture

地域文化差异性直接导致了城市发展的特色性,独特地域文化是城市品牌形象设计不可多得的宝贵财富,对于打造特色城市品牌具有现实意义。文章从地域文化视角出发,探讨城市品牌形象定位、城市CI设计、城市品牌形象的传播与管理,希冀以城市品牌的影响力推动城市发展。城市品牌形象设计不应一味地大费周章去"创造"个性,而应该遵循本地域的文化发展脉络,从地域文化的深层结构中"寻找"根脉、获得启示,这才是塑造特色城市品牌形象的必由之路。

The regional cultural differences directly lead to the characteristics of urban development.Unique regional culture is a valuable treasure of urban brand image design,which has practical significance for creating characteristic urban brands.From the perspective of regional culture,the article explores urban brand image positioning,urban CI design,urban brand image communication and management,and hopes to promote urban development with the influence of urban brands.The design of city brand image should not blindly"create"personality,but should follow the cultural development of local domain,"find"the roots and gain enlightenment from the deep structure of regional culture.This is only way to bulid image of city brand.