泗泾古镇视觉品牌重建的实验性意义  

The experimental significance of visual brand reconstruction for Sijing Ancient Town

作　　者：胡青岩 张少俊 HU Qingyan;ZHANG Shaojun

机构地区：[1]上海视觉艺术学院,上海201620

出　　处：《上海视觉》2023年第1期6-12,共7页Shanghai Vision

摘　　要：泗泾古镇,一座因水而生,因水而成的具有千年历史的松江古镇。自2018年起,泗泾古镇启动了新一轮的古镇保护与更新计划。这一轮更新贯彻了“修旧如旧”的核心理念,但当房屋修完成后,后续的活化利用才是古镇重拾文化自信,再度焕发活力的关键。项目团队将在地性的设计叙事理论融入泗泾古镇的品牌重建工作中,探讨泗泾古镇文化品牌设计的创新策略及应用方式。泗泾古镇的视觉品牌重建在塑造泗泾古镇的文化形象的同时帮助它重新注入活力,以当地文化基因的转化来实现传统古镇的文化复兴,用在地文化的设计表现来唤醒当地居民的文化自信以及潜在旅游者的共鸣,最终以在地性的品牌设计为文化叙事输出手段,对传统古镇品牌重建设计进行了创新实验。Sijing Ancient Town,an ancient town in Songjiang District with a thousand-year history,was born of water.Since 2018,Sijing Ancient Town has launched a new round of putting in place the plans of ancient town protection and renewal.This round of renewal implements the core concept of"restoring the old as the old".However,after the houses are repaired,the subsequent revitalization and utilization is seen as the key to the ancient town regaining its cultural confidence and rejuvenating itself.The project team has integrated the application of the notion of taking advantage of local elements into the brand reconstruction of sijing Ancient Town,and explored the innovation strategy and fresh application methods of cultural brand design of sijing Ancient Town.The project team will make efforts to re-en-ergize the town while shaping its cultural image.The project is an innovative experimental project of brand reconstruction design for traditional ancient towns,which transforms local cultural genes to realize the cultural revival of traditional ancient towns,employs local cul-tural expressions to awaken the cultural confidence of local residents and the empathy of potential tourists,and finally exploits local brand design as a means of cultural output,so as to practice and prove the value of applying the notion of taking advantage of local elements in the of brand design.

关 键 词：品牌设计 在地设计 传统古镇 文化基因 

分 类 号：K92[历史地理—人文地理学]