Nanjing Yun Brocade Cultural Inheritance and Visual Identity Design in the Context of Modern Aesthetic

Abstract

This paper aims to systematically review the historical evolution and development of Nanjing Yun Brocade, and deeply analyze the theoretical basis of brand building and Visual Identity Design. The research focuses on the current development status of Nanjing Yun Brocade as an intangible cultural heritage brand, and explores the problems and challenges it faces. This article will elaborate on the importance of Visual Identity Design in promoting the development of Nanjing Yun Brocade brand and the dissemination of Yun Brocade culture, providing theoretical support and practical guidance for the protection and inheritance of this intangible cultural heritage. By analyzing two Visual Identity Design cases related to Yun Brocade, this article attempts to deeply explore the cultural connotations of Yun Brocade and, combined with modern aesthetic trends, explore Visual Identity Design strategies for Yun Brocade brands that are suitable for the development of the times.

This article aims to conduct an in-depth qualitative study. By comprehensively utilizing various research methods such as literature review, questionnaire survey, case analysis, and interview survey, we aim to comprehensively and meticulously obtain the current status of the inheritance of Nanjing Yun Brocade culture in contemporary times. At the same time, the study also delved into the preferences and acceptance of consumers towards the Visual Identity Design of Nanjing Yun Brocade under the influence of current aesthetic trends. In addition, by conducting dual surveys and evaluations of experts and consumers on design cases, collecting feedback from multiple perspectives, providing strong basis for further optimization and improvement of the design, and ensuring that the final design scheme can better meet the dual goals of market demand and cultural heritage.

The research results of this article are mainly reflected in the following three aspects: firstly, a systematic review of the historical origins and development of Nanjing Yun Brocade, an in-depth exploration of the current status and diverse dissemination channels of contemporary Yun

Brocade culture in the process of inheritance, and a detailed analysis of the many problems and challenges faced by Yun Brocade in the process of brand development; Secondly, based on the theoretical framework of brand and Visual Identity Design, a comprehensive analysis was conducted on the many shortcomings of the existing Yun Brocade brand in Visual Identity Design. On this basis, the rich cultural connotations contained in Yun Brocade were deeply explored, and a multidimensional analysis of Visual Identity Design was carried out; Finally, based on the aforementioned research results, specific design practices were carried out, and two representative cases of Yun Brocade Visual Identity Design were successfully created, namely the Visual Identity Design schemes of Nanjing Yun Brocade City and Yun Brocade Zunjiang. Moreover, by inviting experts in relevant fields and a wide range of consumers for comprehensive evaluation, both design schemes have achieved excellent feedback effects, verifying the practicality and effectiveness of the research.

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