基于民间传说文化的城市品牌视觉形象设计探究

目的 基于民间传说文化自身的重要价值及民间传说文化对塑造城市品牌视觉形象的重要作用，探讨民间传说文化要素提取方法，研究民间传说文化要素在城市品牌视觉形象设计中的应用。方法 采用简化提炼、夸张强调、分解重构、变换形式等提取方法，提炼民间传说文化中的图形、文字、色彩等视觉要素，结合平泉契丹始祖传说要素应用于城市品牌视觉形象中的设计实践，论述将所提炼的民间传说视觉要素运用于城市品牌形象中的路径及所产生的价值，试图在民间传说文化传承与城市品牌视觉形象设计空间拓展之间探寻一条融合发展、互促互进的可行之路。结论 作为根植于地方、凝结地方原始文化基因的民间传说，能够为城市品牌视觉形象塑造提供差异性、独特性文化要素，避免城市品牌塑造的同质化，提升城市形象识别度，展现独特历史文化，提高城市品质与内涵，促进城市发展，同时，通过将民间传说文化要素应用于城市品牌视觉形象塑造，有助民间传说文化融入现代生活，这对实现城市历史文脉延续与民间传说文化传承发展具有双重意义。

Visual Image Design of City Brand Based on Folk Legend Culture

Based on the important value of folk legend itself and the important role of folk legend elements in shaping the visual image of city brand, the paper aims to discuss the extraction method of folk legend cultural elements and study the application of folk legend cultural elements in the visual image design of city brands. Extraction methods such as simplified extraction, exaggerated emphasis, decomposition and reconstruction, and form transformation, are used to refine the visual elements including graphics, words and colors from folk legend. The routes and the generated value of applying the extracted folk legend visual elements to the visual image of the city brand are discussed and combined with the design practice of applying the elements of the Khitan ancestor legend in the visual image of Pingquan city brand, so as to explore a feasible way of integrated development and mutual promotion between the cultural inheritance of folk legend and the space expansion of the visual image design of city brand. As the folk legend is rooted in the local and condenses the local original cultural gene, it can provide different and unique cultural elements for the visual image building of the city brand, avoiding the homogenization of the city brand building, improving the identification of the city image, showing the unique history and culture, improving the quality and connotation of the city, and promoting the development of the city. At the same time, applying the folk legend cultural elements to build the visual image of the city brand could help folk legend to integrate into modern life, which is of double significance to the continuation of urban historical context and the inheritance and development of the folk legend.