非物质葫芦文化在“卧葫藏龙”文创品牌形象设计中的应用
摘 要：随着文化创意产业的快速发展，如何有效地将非物质文化遗产与现代设计理念相结合，已成为提升文化产品市场竞争力的关键。文章以“卧葫藏龙”文创品牌为例，探讨非物质文化在文创品牌形象设计中的开发与应用。文章通过分析葫芦文化作为非物质文化的重要意义及其承载的丰富文化内涵，从视觉设计角度出发，提出“卧葫藏龙”品牌的核心定位以及文创品牌形象设计的应用思路，将形态、色彩、文字等非物质文化遗产元素融入品牌标识以及文创设计，创造出既具有传统韵味又不失现代感的文创产品。基于此，文章提出了基于非物质葫芦文化的“卧葫藏龙”文创品牌形象设计，文章的研究旨在为地方文创品牌的发展提供一定参考借鉴。
关键词：非物质文化遗产；葫芦文化；文创产品；品牌形象设计
中图分类号：J524 文献标识码：A 文章编号：1672-7053(2024)12-0131-05
基金项目：山西省教育厅大学生创新创业训练计划项目“非物质葫芦文化在‘卧葫藏龙’文创品牌形象设计中的开发应用”（S202414527020）
Abstract：With the rapid development of cultural and creative industries, how to effectively combine intangible cultural heritage with modern design concepts has become the key to enhance the market competitiveness of cultural products. Taking "Wuhu Zanglong" cultural brand as an example, this paper discusses the development and application of non-material culture in the image design of cultural brand. By analyzing the important significance of gourd culture as an intangible culture and the rich cultural connotation it carries, this paper proposes the core positioning of the brand "Wuhu Zanglong" and the application ideas of cultural and creative brand image design from the perspective of visual design, and integrates the intangible cultural heritage elements such as form, color and text into the brand identity and cultural and creative design. Create cultural and creative products with both traditional charm and modern sense. Based on this, the paper puts forward the brand image design of "Wahu Zanglong" cultural creation based on the non-material gourd culture.The research of this article aims to provide some reference for the development of local cultural and creative brands.
Key Words：Intangible Cultural Heritage; Gourd Culture; Cultural and Creative Products; Brand Image Design
