苏州甪直古镇旅游品牌视觉形象设计探析

Analysis of Visual Image Design for Tourism Brands in Luzhi Ancient Town, Suzhou

摘要: 苏州甪直古镇是典型的江南水乡城镇，其不仅拥有优越的自然地理条件，还有着浓厚的历史文化底蕴。但由于甪直古镇名气较小、开发不完全，导致整个古镇发展岌岌可危。因此，本文围绕着甪直古镇的视觉形象体系展开创意设计，通过整合甪直古镇文旅资源，并将其提炼为视觉语言，以便将古镇的文化与艺术魅力传递给游客，希冀甪直古镇在未来的发展之中，带来更加广阔的客源基础和市场空间，并且通过此次探索尝试，能够推动此类文化遗产型景区的宣传与发展。

Abstract: Suzhou Luzhi Ancient Town is a typical water town in Jiangnan, which not only has superior natural and geographical conditions, but also has a strong historical and cultural heritage. However, due to the relatively small reputation and incomplete development of Luzhi Ancient Town, the development of the entire ancient town is in jeopardy. Therefore, this article focuses on the creative design of the visual image system of Luzhi Ancient Town. By integrating the cultural and tourism resources of Luzhi Ancient Town and refining them into visual language, the cultural and artistic charm of the ancient town can be transmitted to tourists. It is hoped that Luzhi Ancient Town will bring a broader customer base and market space in its future development. Through this exploration and attempt, it can promote the promotion and development of such cultural heritage scenic spots.