基于符号学的城市IP形象设计实践——以泉州磁灶“窑火火”为例

THE DESIGN PRACTICE OF URBAN IP IMAGE BASED ON SEMIOTICS:A CASE STUDY OF“YAO HUOHUO”IN QUANZHOU CIZAO

在跨学科创新的需求下,以莫里斯符号学理论为策略展开世遗城市—泉州磁灶窑的城市IP形象设计实践。文章通过对符号学理论的探索与归类,将其总结并运用于城市IP形象的设计实践;通过语义、语用、语形三大维度,对应城市形象IP设计的视觉文化符号表征撷取、文化故事赋能、以及衍生文创设计。通过城市IP设计开发与转化,在塑造城市旅游形象调性的同时,对城市文化形象的传播与旅游产业的探索提供新思路,以期弘扬地方优秀传统文化,坚定文化自信。

Morris’semiotic theory serves as a strategy for developing the urban IP image design practice of Quanzhou CiZao Kilns,to meet the demand for interdisciplinary innovation.The article explores and categorizes the theory,summarizes its application to urban IP image design,and highlights its three dimensions of Syntactics,Semantics,and Pragmatics.By utilizing these dimensions,the design practice relates to visual cultural symbolic representation,empowerment through cultural storytelling,and cultural and creative design.Through the development and transformation of the urban IP design,it shapes the tourism image and promotes the local traditional culture,while strengthening cultural confidence.The findings provide new ideas for promoting the urban cultural image and exploring the tourism industry.