基于武汉城市形象的“江城印记”品牌创新设计

Innovative Design Of“Wuhan Seal”Brand Based On Wuhan City Image

在各地文旅业逐步有序复工复产的大背景下,进入“后疫情时代”的武汉也迎来了其重塑城市形象的关键时期。文章分析了城市形象与城市品牌的关系,着眼于将武汉的历史文化资源转化为城市文化品牌。通过对武汉城市形象发展现状及存在的问题分析,以传承历史文化和弘扬城市精神为目的,深入探索武汉城市形象中的文化内涵和品牌价值。通过“江城印记”这一品牌,突破了对历史文化表层的简单复制,赋予武汉以新的精神内涵。以文创产品的形式作为城市精神文化的物质载体,把无形的精神有形化,使其融入到现实生活中,是对传播武汉城市形象方式上的一次新的尝试。

Under the background of the cultural and tourism industry returning to work and production step by step,Wuhan,which has entered the post-epidemic era,has also ushered in a critical period of rebuilding its city image.This paper analyzes the relationship between the city image and the city brand,focusing on the transformation of Wuhan’s historical cultural resources into the city cultural brand.Based on the analysis of the present situation and problems of the development of Wuhan city image,the cultural connotation and brand value of Wuhan city image are explored in order to inherit the historical culture and carry forward the city spirit.The creation of the brand“Wuhan seal”broke through the simple reproduction of the surface of history and culture,and gave Wuhan a spiritual connotation.To illustrate the form of story telling Wuhan,to convey the spirit of Wuhan.Taking the form of cultural and creative brand as the material carrier of the city’s spiritual culture,making the invisible spirit visible and integrating it into the real life is a new attempt to spread the image of Wuhan City.