The Application of Regional Culture in City Brand Design

Abstract

A city needs a brand as a "container" to pack up the assets. When the city creates the brand image system, it needs to explore a very rich field for brand positioning. This includes the city's cultural resources, geographical customs, cultural scenery, natural environment, etc. A city is like a creature, which is difficult to be identified. If it is represented in a figurative graph, people will feel hard to consider all its features. But a super symbol can put all the elements of regional culture in it and become the most explicit and powerful brand symbol. Starting with the development of Dalian's city brand image, this paper discusses how to use regional culture to spread the city's brand image by designing super symbols of brand and carrying out city advertising activities.