敦煌石窟文化符号解码应用以西北文旅VI设计为例
Decoding the Cultural Symbols of the Mogao Caves: A Case Study of Northwest Cultural and Tourism VI Design

本文深入探讨了器物文化符号在视觉识别(VI)设计中的创新应用，目的在于加强品牌形象的连贯性与稳定性，同时提升品牌的市场认知度和消费者认同感。文章首先剖析了器物文化符号的深层文化价值与艺术特性，并据此提出了一系列整合策略，如文化元素的精心提炼、象征性设计创新以及文化故事的策略性营销。这些策略不仅丰富了品牌的内在文化，也增强了品牌在激烈市场竞争中的识别度和吸引力。通过分析Apple、Nike、Coca-Cola、Google和Adidas等国际知名品牌的VI设计案例，本文揭示了VI设计在塑造品牌形象、传递品牌理念以及增强市场竞争力方面的关键作用。特别地，本文介绍了西北地区某文化旅游城市的VI设计实证研究，以敦煌博物馆的VI设计为例，展示了如何通过设计手段挖掘并弘扬地方历史文化资源，显著提升了文化旅游品牌的吸引力和市场竞争力。文章最后总结了研究成果，指出了当前VI设计面临的挑战，并对未来的研究方向提出了建议。研究强调，城市VI设计需深入挖掘并准确传达城市核心元素与文化内涵，同时积极融入绿色环保和可持续发展理念，以响应全球化背景下的城市发展趋势。
This paper delves into the innovative application of cultural artifacts in visual identity (VI) design, aiming to enhance the consistency and stability of brand images while elevating the market recognition and consumer affinity of the brand. Initially, the paper dissects the profound cultural value and artistic characteristics of cultural artifact symbols, proposing a series of integration strategies, such as meticulous extraction of cultural elements, innovative symbolic design, and strategic marketing of cultural narratives. These strategies enrich the brand’s intrinsic culture and enhance its identifiability and appeal in the competitive market. By analyzing the VI designs of internationally renowned brands such as Apple, Nike, Coca-Cola, Google, and Adidas, this paper reveals the pivotal role of VI design in shaping brand image, conveying brand philosophy, and strengthening market competitiveness. Notably, the paper presents an empirical study of VI design in a cultural tourism city in Northwest China, taking the VI design of the Dunhuang Museum as a case study, demonstrating how design methods can excavate and promote local historical and cultural resources, significantly enhancing the attractiveness and market competitiveness of the cultural tourism brand. The paper concludes with a summary of the research findings, identifies current challenges in VI design, and suggests directions for future research. The study emphasizes that urban VI design needs to deeply explore and accurately convey the core elements and connotations of the city, while actively integrating the concepts of green environmental protection and sustainable development to respond to the development trends of cities in the context of globalization.