Establishing a brand identity for colored glaze cultural products under “Guard the Unique Glaze of Qi Together”

Abstract

Chinese history and culture have a long and rich history, and many beautiful treasures have emerged in the river of history. Each artistic treasure reflects a historical memory. Under the advocacy of national policies related to the protection and inheritance of traditional Chinese culture, we encourage people to promote traditional culture, strengthen cultural confidence, and recognize the importance of protecting art and handicrafts. Boshan District in Zibo is the birthplace of coloured glaze, and Boshan coloured glaze is a national intangible cultural heritage. Its coloured glaze firing technology has also been included in the fourth batch of national intangible cultural heritage representative projects. However, the development of Boshan coloured glaze has faced many problems, due to the lack of promotion and the difficulty and complexity of production technology, its limitations have gradually emerged, leaving hidden dangers for the inheritance of Boshan coloured glaze. With the arrival of 2023, Zibo's tourism industry has ushered in a booming trend with the help of social media promotion. Boshan coloured glaze, as one of the representatives of national intangible cultural heritage, has been given the opportunity to be widely promoted in this context. The purpose of this topic is to combine illustration, an emerging art communication method, with Boshan coloured glaze, in a more intuitive and rich way to resonate with the public and historical culture, so that the design can fully reflect the connotation of traditional culture, and contribute to the inheritance of Zibo coloured glaze and the promotion of coloured glaze brand culture. By designing a brand image for coloured glaze handicrafts and creating a series of cultural and creative products to promote the coloured glaze culture of Zibo Boshan. In this project, the logo design, IP design and illustration design of "Harmony and Harmony Together" were designed. The IP design selects the white fox in "Strange Tales from Liaozhai", and the image is representative. The illustration design contains a series of vignettes about the coloured glaze manufacturing process, and at the same time, the combination of Zibo coloured glaze, historical stories and illustrations is applied to the design of tourism cultural and creative derivatives, so as to promote the promotionof coloured glaze culture, further improve the popularity of Zibo and promote economic development.