品牌视域下特色小镇视觉识别基因研究

Visual-identification-DNA Research of Characteristic Towns Lying in the Great Bay Area of Guangdong,Hong Kong,Macao,under the Perspective of Brand

探讨品牌视域下特色小镇视觉识别基因,梳理目前特色小镇存在的问题,提出以旅游产业、地域文化和自然资源基因为核心的品牌基因结构,并从该结构中提炼核心价值和元素,建立基于视觉识别的“基因分析-基因提炼-视觉设计”的体系。通过对粤港澳大湾区内特色小镇的实证研究,提出针对基因分析和提炼的脑库整理术,解决品牌意识缺乏、培育能力不足的问题,开拓了品牌视觉识别基因研究的新领域,为小镇的建设提供理论依据和案例参考。

This research explores the visual-identification-DNA of characteristic towns under the perspective of brand.It summarizes the brand’s genetic structure of characteristic town as follows,incheding tourism DNA,localized culture DNA,and nature resource DNA.Based on this structure,this study extracts the core values and factors,coins the research system of“DNA analysis-DNA extraction-visual design”.Through the research of characteristic towns in the the Greater Bay Area of Guangdong,Hong Kong and Macao,this essay introduces the“brain-tidying”approach into visual DNA analysis,solves the problems of lacking brand awareness and cultivation,exploit the new area of brand’s visual DNA research,which provides theoretic basis and reference for further studies.