古镇品牌形象文化的传承设计研究

目的 在振兴乡村的战略政策背景下，开发乡村旅游的同时，古镇品牌的视觉形象设计研究对于地域文化的传承也是至关重要的。挖掘霍童古镇的元素，分析霍童古镇具有代表性的文化符号，探讨品牌视觉形象的具体应用。方法 挖掘霍童古镇特有的文化符号支提山华严禅寺、明清古街、文昌阁和霍童线狮等自然人文景观，采用品牌形象设计的方式，在VI手册、吉祥物、办公用品、衍生产品和周边中与霍童的特色文化相结合。从霍童文化出发，运用品牌形象VI设计来展现霍童古镇的特色文化。结论 通过对古镇文化符号的挖掘，进行视觉品牌形象的二次创新设计，展现霍童古镇丰厚的文化底蕴与得天独厚的自然人文景观。通过直观地呈现霍童印象，让大众熟知霍童古镇的魅力所在，从而宣传霍童的非物质文化遗产与自然人文景观。

Cultural Inheritance Design of Ancient Town Brand Image

Under the strategic policy background of rural revitalization, the research on the visual image design of ancient town brand is also very important for the inheritance of regional culture during the development of rural tourism. The work aims to explore the elements of Huotong ancient town, analyze its representative cultural symbols, and discuss the specific application of brand visual image. The unique cultural symbols of Huayan Temple, ancient streets of the Ming and Qing Dynasties, Wenchang Pavilion, Huotong Line Lion and other natural and cultural landscape of Huotong ancient town were explored, and the brand image was designed to combine with the characteristic culture of Huotong in VI manual, mascot, office supplies, derivative products and surrounding areas. Starting from Huotong culture, the brand image VI design is used to show the characteristics and culture of Huotong ancient town. Through the excavation of the cultural symbols of ancient town and the secondary innovative design of visual brand image, the rich cultural deposits and unique natural cultural landscape of Huotong ancient town are revealed. By visually presenting the impression of Huotong, the charm of Huotong ancient town can be known to the public, so as to publicize the intangible cultural heritage and natural cultural landscape of Huotong.