基于多形态视觉识别系统的广府文化活动形象设计研究--以广府庙会为例

Research on image design of Cantonese cultural activities based on polymorphic visual recognition system--Taking Cantonese temple fair as an example

广府庙会是广州打造文化名城,增加城市魅力的一张亮丽的名片。作为一年一度的盛大民俗节庆活动,广府庙会依靠政府支持,获得较多的媒介传播资源,在珠三角一带有较大的知名度,但根据观察与调查,广府庙会的推广视觉形象与定位策略有较大的提升空间。文章利用多形态品牌视觉设计的方法,以品牌设计中相关符号学理论为基础,整合活动的内在文化资源,打造品牌,为广府庙会的推广重新构建视觉形象和定位策略。

Guangfu Temple Fair is a beautiful business card for Guangzhou to build a famous cultural city and increase the charm of the city.As an annual grand folk festival,Guangfu Temple Fair relies on government support to obtain more media communication resources and is well-known in the Pearl River Delta.There is a lot of room for improvement in the strategy.This article uses the method of multi-modal brand visual design,based on the relevant semiotic theory in brand design,integrates the internal cultural resources of the event,builds the brand,and rebuilds the visual image and positioning strategy for the promotion of Guangfu Temple Fair.