Research of methods of analysis and visual transmission of cultural heritage in the design of the city brand

The subject of the research is the expression of local cultural heritage elements in the visual system of the city brand and the methods of their visual translation. The object of the research is the elements of cultural heritage in the visual system of the city brand. Unlike the author's previous publication in the journal, this paper proposes for discussion a three-level way of expression: "cultural purification - form reconstruction - visual communication". Three translation methods are analyzed in detail: purification and recoding of symbols, pattern deconstruction and rhythm reorganization, as well as reconstruction and symbolization of the regional color spectrum. This study is devoted to the artistic expression of local cultural heritage in the design of visual elements of the city brand and substantiates how cultural symbols are translated into the image of the city. A method is used that combines theoretical research with case studies: collection and analysis of successful practices (Bishan, Luduan, Yunnan). Also semiotic analysis: interpretation of cultural symbols through the prism of the theory of signs (for example: Nuo masks as signs of ritual heritage). Visual Analysis of the Rhythm of Luduan Ornaments: A Field Study at the Stage of “Cultural Purification”. The study found that traditional cultural resources not only strengthen the recognition of urban culture through scientific visual reconstruction, but also expand the communication path of the brand system. This article provides a theoretical basis and methodological recommendations for the visual construction of urban brands, and considers a project path that can expand the possibilities of modern expression of cultural heritage. The scientific novelty of the study lies in overcoming the traditional linear model of “element extraction - simple application” by integrating three interrelated processes: decoding the cultural core, modern design reconstruction and optimization of communicative efficiency. The author develops a three-stage visual model (“cultural purification - formal reconstruction - visual communication”) that systematizes the logic of heritage transmission in urban branding, and also proposes three specific methods - symbolic purification, ornament restructuring and color adaptation - to improve the efficiency and applicability of the theory. Four principles of visual strategy are formulated: simplification, semantic consistency, modern aesthetics and systemic unity. Recommendations are given for integrating cultural heritage into visual systems of different types of city brands.

city, brand, visual, culture, heritage, transformation, design, semiotics, self-expression, reconstruction