Extraction and Design Transformation of Visual Symbols for Urban Cultural Heritage Branding: A Case Study of Jinan

Main Article Content

Yichen Qi
Yodkwan Sawatdee


This article explores the strategic use of visual symbols in the context of Jinan’s urban cultural heritage branding. This article aimed to study (1) the critical causal factors in developing Jinan’s urban cultural heritage, including historical relics, traditional arts, and urban landmarks. (2) Analyze how to extract Jinan’s urban historical and regional cultural symbols into effective brand visual elements and subsequent design transformation. (3) Constructed a model of Chinese urban cultural heritage branding.

This study uses mixed research methods, including questionnaire surveys, focus groups, cultural intention cognitive experiments, and Saussure's two-axis analysis. Through these methods, we measure public perception and evaluate how these symbols contribute to Jinan's brand image and convey its cultural heritage. The study selected seven experts and eight focus group members as participants and invited 150 audiences to participate in the artistic intention cognitive experiment. The findings highlight the importance of visual symbols in urban cultural heritage branding.

The research results are as follows:

1. The research data strongly shows that the sample selected by the audience group is consistent with the goals of the Jinan Urban Cultural Tourism Development Outline.

2. Reflects on the effectiveness of visual symbols in promoting the Jinan city brand.

3. Design transformation and modern relevance, revealing the ability of cultural values.

Article Details

How to Cite
Qi, Y., & Sawatdee, Y. (2024). Extraction and Design Transformation of Visual Symbols for Urban Cultural Heritage Branding: A Case Study of Jinan. Journal of Multidisciplinary in Humanities and Social Sciences, 7(2), 810–823. Retrieved from https://so04.tci-thaijo.org/index.php/jmhs1_s/article/view/269330
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