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Analysing the Value of Nanjing Traditional Culture in "Blue Whale" Brand Image Design

Author(s)

Xuan Liu, Supawadee Juysukha

Affiliation(s)

Faculty of Fine and Applied Arts, Suan Sunandha Rajabhat University, Thailand

Abstract

Nanjing, with a history of approximately 2,500 years since its founding, is a cultural metropolis known as the “Cultural Hub of the World,” the “Ancient Capital of Six Dynasties,” and the “Capital of Ten Dynasties.” Its rich traditional culture provides a solid foundation for urban renewal. This paper explores the relationship between traditional culture and urban renewal in With the rise of "national trend" culture and local design consciousness, how to effectively integrate traditional cultural elements in the brand visual system has become an important issue in the field of visual communication. Based on Nanjing's urban culture, this paper focuses on the whole process of "Blue Whale" coffee brand image design, and systematically analyses the translation path and visual performance of Nanjing's regional culture in the brand's vision through literature review, field research, user survey and design practice. The study shows that Nanjing has rich intangible cultural resources and urban narrative qualities, which can provide profound cultural support for the brand. Through multi-dimensional reconstruction of cultural symbols such as graphic language, colour system, font design, etc., the "Blue Whale" brand has successfully constructed a visual system that combines cultural recognition and visual appeal. The three-dimensional integration strategy of "cultural authenticity-visual unity-user acceptance" proposed in this paper provides a cultural visual construction paradigm for other local brands.

Keywords

Regional Culture; Brand Image Design; Nanjing Culture; Visual Communication

References

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