地域文化视野下的博览会品牌形象构建探析——以中国海宁家纺博览会为例

Analysis on the Construction of Expo Brand Image from the Perspective of Regional Culture——Take China Haining Home Textile Expo as an Example

博览会品牌形象是博览会的"灵魂"展现。基于地域文化视野下的博览会品牌形象设计使博览会与视觉设计融合,在展示形象的同时赋予地域文化底蕴。本文以个人设计中国海宁家纺博览会品牌形象为例,探索地域文化符号提取及其融入博览会品牌形象设计的路径。

The brand image of the Expo is the ' soul' of the Expo. Based on the brand image design of the Expo from the perspective regional culture, the Expo will integrate with visual communicaton design, display the image and endow the regional culture. Taking the brand image of Haining Home Textile Expo in China as an example, the way to extract regional cultural symbols and integrate them into the brand image design of the Expo is explored.