BRAND DESIGN STRATEGIES TO ENHANCE THE AESTHETIC VALUE OF URBAN IMAGE AND CULTURAL IDENTITY IN TAOJIANG COUNTY, HUNAN PROVINCE
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This study aimed to develop brand design strategies to enhance the aesthetic value of urban image and cultural identity in Taojiang County, Hunan Province, China. The objectives were (1) to analyze the current urban image and branding practices of Taojiang County, (2) to synthesize local cultural resources into coherent brand identity components, and (3) to develop a brand design strategy that strengthens urban image, cultural identity, and aesthetic value. A mixed-methods approach was employed, including document analysis, visual observation, semi-structured interviews with six experts, and a questionnaire survey administered to 100 respondents. Qualitative data were analyzed using thematic and visual analysis, while quantitative data were analyzed using descriptive statistics.
The findings revealed five major issues affecting Taojiang’s urban branding: visual inconsistency, weak cultural representation, absence of visual identity guidelines, fragmented stakeholder coordination, and limited aesthetic coherence in public spaces. The study translated local cultural resources, including bamboo weaving craftsmanship, bamboo forest landscapes, peach blossom traditions, and folk arts, into a comprehensive visual identity system comprising logo design, color schemes, typography, modular patterns, and cultural mascot applications. The proposed strategy consists of four key components: visual identity development, spatial application guidelines, stakeholder coordination, and an implementation roadmap. The findings suggest that the proposed strategy can effectively strengthen Taojiang’s urban image, cultural identity, and aesthetic value while providing a sustainable framework for future city branding initiatives.
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