基于文化建设的城市品牌视觉形象系统研究

Research on the Visual Image System of Urban Brands Based on Cultural Construction

追溯历史中的城市发展,我们不难发现,一座历史悠久的城市在初始阶段并非经过刻意且系统的形象设计形成的,而是在生活方式和文化历史推动下,在有机变化和动态发展中,形成城市独有的形象特征。因此在破解城市文化断裂和城市形象趋同这一难题中,文化建设的提出和实施成为凸显城市自身个性化、角色清晰化的重要方式。同时如何将不同维度的文化内涵充分融入城市品牌形象系统构建的方方面面,使其逐渐成为城市品牌形象,是能否成功的关键。城市形象系统的搭建不仅停留于表面的标志、色彩、图案的美观设计中,而是必须实质性地建立起可持续性的文化形象,使城市在新时代中具有延续性。“文化”作为深层的观念,“形象”作为表层的呈现。应将这“内”“外”两者密切相连,形成有机整体,以实现城市品牌形象的可持续发展。

Tracing back to the development of cities in history,it is not difficult to find that the formation of a city with a long history was not formed through deliberate and systematic image design in the initial stage,but was driven by the lifestyle and cultural history,and through organic changes and dynamic development,formed the unique image characteristics of the city.Therefore,in solving the problem of urban cultural fragmentation and urban image convergence,the proposal and implementation of cultural construction have become important ways to highlight the individuality and role clarity of the city itself.At the same time,how to fully integrate cultural connotations from different dimensions into all aspects of the construction of the urban brand image system has gradually become the key to the success of the urban brand image.The construction of a city image system is not only limited to the aesthetic design of surface signs,colors,and patterns,but also requires the substantial establishment of a sustainable cultural image,so that the city can become continuously sustainable in the new era.“Culture”serves as a deep concept,while“image”serves as a superficial presentation.The two should be closely connected to form an organic whole,in order to achieve sustainable development of cities’brand image.