山文化视角下的品牌视觉设计研究
Research on Brand Visual Design from the Perspective of Mountain Culture

本文通过对中国山文化内涵的分析，对如何在品牌视觉设计中应用山文化进行了深入的探讨，并提出其必要性。在品牌视觉设计中融入山文化元素，不仅可以增强消费者的民族认同感，还能实现民族品牌的差异化竞争。本文提出在品牌视觉设计中应从山文化的历史、地域、宗教等方面进行挖掘，并在此基础上通过现代设计与传统工艺相结合的方式，将山文化元素融入品牌视觉设计中，使其体现山文化的特色的同时又能展现当代品牌视觉设计的魅力。本文通过对山文化元素与现代艺术相结合进行探索研究，为实现地域特色与现代设计相融合提供思路，进一步推动中国地域文化与品牌视觉设计相结合的创新发展。
By analyzing the connotation of Chinese mountain culture, this paper provides an in-depth discussion on how to apply mountain culture in brand visual design and puts forward its necessity. Incorporating mountain culture elements in brand visual design not only can enhance consumers’ sense of national identity, but also realize the differentiated competition of national brands. This paper proposes that the brand visual design should be excavated from the history, region, religion and other aspects of the mountain culture, and on this basis, through the combination of modern design and traditional crafts, the mountain culture elements are integrated into the vis-ual design of the brand, so that it embodies the characteristics of the mountain culture and at the same time can show the charm of contemporary brand visual design. By exploring and researching the combination of mountain culture elements and modern art, this paper provides ideas for realizing the integration of regional characteristics and modern design, and further promotes the innovative development of the combination of Chinese regional culture and brand visual design.