品牌形象展现非遗技艺的设计探索与实践

The Brand Image Shows the Design Exploration and Practice of Intangible Cultural Heritage Skills

本文以品牌形象设计为研究对象,深入探讨如何通过设计实践展现非遗技艺的独特魅力和文化价值。新时代的背景下,非遗技艺的传承与发展面临着诸多挑战,而品牌形象设计作为一种有效的传播手段,对提升非遗技艺的公众认知度、增强其市场竞争力具有重要意义。通过分析知北村粉坊漏粉技艺的历史渊源、文化内涵和技艺特点,从品牌定位、设计元素提取、视觉表现等方面,为知北村“宋记”粉坊提出基于非遗技艺品牌形象设计的原则与方法,并进行设计实践与应用。

The thesis takes brand image design as the research object,and discusses in depth how to show the unique charm and cultural value of non-heritage skills through design practice.Under the background of the new era,the inheritance and development of non-heritage skills are facing many challenges,and brand image design,as an effective means of communication,is of great significance to enhance the public recognition of non-heritage skills and strengthen their market competitiveness.By analyzing the historical origin,cultural connotation and technical characteristics of Zhi Bei Village Vermicelli Factory,we propose the principles and methods of brand image design based on non-heritage skills for Zhi Bei Village“Song Ji”Vermicelli Factory from the aspects of brand positioning,design element extraction and visual expression,and carry out design practice and application.