In today's economic globalization, tourism brand has become a key content to display the image of a city. Some cities with tourism functions and conditions emerge in endlessly. In the process of tourism development, in addition to the understanding and understanding of the inherent urban tourism products and enterprises, we should also have a deep understanding and mining of tourism brand. “Li Xueli believes that urban tourism brand is the abstract and concentrated embodiment of the characteristics of urban tourism products and tourism service quality, reflecting the unique tourism image of the city, which can pass on the functional value and emotional value experience different from other tourism destinations, and is an irreplaceable resource of urban tourism, including its own exclusive name, logo and design.”(Song Hengmin,2015.) Like regional tourism brand, urban tourism brand is another level of tourism destination brand from the scale of geographical space. Of course, the formation and establishment of tourism brand need a long process, and need to combine the connotation and culture of tourism city, the development trend of tourism brand and the needs of user groups. The establishment of tourism brand is conducive to the promotion of local spiritual and cultural construction. Moreover, it can provide excellent tourism resources for tourists, bring unique spiritual enjoyment to tourists, establish a good brand effect, so as to bring huge economic effect to the local area and promote the local development. “The arrival of the era of brand competition in tourism industry is that the development of tourist attractions will mainly focus on the positioning and communication of brand, and how to maximize the effect of brand communication is the top priority.”(Wang Jing, 2015.)
As we all know, as a famous tourist city in China, Qingdao attracts millions of tourists every year, and becomes a must punch resort for tourists. There are many famous buildings in Qingdao, such as trestle, May 4th Square, Zhongshan Park, Badaguan, Laoshan Scenic Spot and golden beach. The Olympic sailing base, following the 2008 Beijing Olympic sailing race, brings the eyes of the whole world together here, making the sailing capital the synonym of Qingdao. With the holding of the Council of heads of state of the SCO Member States last year, Qingdao once again became the focus of the world, once again developing its tourism industry at a high speed and establishing a tourism brand style in line with the local customs. The purpose of this project is to let more people know and understand Qingdao. On the basis of the original tourism brand, some unique views of Qingdao local people on the city have been added. Adding some content that few tourists know to the magazine can make tourists refreshing, have more in-depth and original views on Qingdao, and promote the construction and development of local city brands.
The inspiration of this sign comes from the sign in May 4th Square, a famous scenic spot in Qingdao. It is also the sign of Qingdao. It is very obvious that it represents Qingdao. So in the design of the sign, I have drawn out a relatively complex shape and pattern. At first, I wanted to use Qingdao's abbreviation QD to design the sign, but later I found that it can't be very clear Qingdao can't show the characteristics of Qingdao. I also want to use the seagulls and sailboats of Qingdao as the logo design, but later I think it's too vague and unitary to see the uniqueness of Qingdao's travel brand. Later, I decided to use the red may wind as the final sign. Red represents vitality and passion. The purpose of this project is to promote the city of Qingdao. Red also represents the youth and vitality of the young city of Qingdao. With a certain historical background, it will continue to flourish. It is also the vision and expectation of Qingdao as a native. The concept of logo is also based on the understanding of the wind in May and some flexible changes that highlight the feeling of wind, which goes beyond the single and limitation of sculpture. That is to say, the logo highlights the plasticity of architecture and is no longer limited to the sculpture itself, which is consistent with the design style of later magazines.
In the poster design, my inspiration mainly comes from the city characteristics of Qingdao. The first
and second posters are that I want to publicize Qingdao through seagulls, because seagulls are the
most obvious characteristics of marine animals in Qingdao. Every day near the trestle, there are
groups of seagulls. Tourists buy food to feed one after another, and the scene is very harmonious,
which is also the harmony between human and nature Place. The second is a close-up of seagull
shouting, which is also a scene that we can see as Qingdao people. I want to promote Qingdao as a
tourist brand through seagulls. Because of the lovely image brought by marine animals, there is a
scene as a special scene in Qingdao. I want to combine these two points as posters to promote
In the other four, I used the city's red tiles and green trees, the city's image characteristics and architectural style of blue sea and blue sky, the mountains and the sea are also a beautiful picture, and the coastal line of Qingdao is also a place for many artists to collect wind. The setting sun of Qingdao wharf is also the busiest time for fishermen when the fishing season comes. The setting sun shining on the fishing boat is also a warm picture. The fifth poster is inspired by beer. As we all know, Tsingtao beer is famous all over the world. Beer is also another business card of Qingdao. Tsingtao beer is also a product that Qingdao people are proud of. It is also a unique feature of Tsingtao. When summer comes, almost everyone in Qingdao takes a bag of beer, which is also a very curious thing for foreigners. So I use beer to represent Tsingtao beer Island, increase publicity for Qingdao. The last female poster is to convey the ocean resources of Qingdao, which can let tourists feel the cool of the sea water and bring some cool for the hot summer.
School: Beijing Normal University, Zhuhai
Program: Visual Communication Design (Brand Design)