符号学视域下城市品牌形象的文化特征设计研究

Research on the Design of Cultural Features of Citybrand Image from the Perspective of Semioticse

适值国家鼓励保护城市文化特色、弘扬城市文化之际,文章选取国内部分城市品牌形象建设案例,结合皮尔斯的符号学理论,探析城市文化特征转译为视觉因素的依据。总结在文化特征背景下城市品牌形象构建的成功经验。以此为据,提出普适的方法论,为城市品牌形象中文化特征的构建提供参考。

At a time when the country encourages the protection of urban cultural characteristics and the promotion of urban culture,the paper selects some domestic urban brand image construction cases,combined with Pierce’s semiotic theory,to explore the basis for the translation of urban cultural characteristics into visual factors.Summarize the successful experience of urban brand image construction under the background of cultural characteristics.Based on this,a universal methodology is proposed to provide a reference for the construction of urban brand image Chinese characteristics.