Development of brand identity for hieroglyphics in Dongba culture

Abstract

Dongba hieroglyphics, as the only surviving hieroglyphics in the world, is known as the "living fossil" of writing, which is mainly spoken and taught by Dongba believers. Naxi pictographic writing is in the transition stage from pictographic writing to pictographic writing, so the writing is intuitive and rich, and can express delicate emotions. However, with the vigorous development of tourism in Yunnan, the spoken language of Naxi has been gradually replaced by Chinese, and the essence of Naxi hieroglyphics has been on the brink of extinction. At present, most of the studies on Dongba hieroglyphics focus on the characters themselves, and their artistic creation and application are few. Modern and orderly design language will be used to standardize the font of Dongba hieroglyphics, strengthen symbol memory, and form unique visual representation of Dongba hieroglyphics. On the basis of respecting the morphological characteristics of original Dongba hieroglyphics, visual elements such as points, lines and surfaces will be used to properly standardize the characters and integrate Dongba hieroglyphics into the spirit of The Times. Seek the common points of Dongba hieroglyphics elements and modern art design, promote the dissemination of Dongba characters in contemporary times, and achieve the unity of traditional culture and modern art design. Hieroglyphics is an important cultural heritage of Naxi people, an important achievement of Naxi civilization, and an important identification symbol of Naxi people. The Naxi nationality, which is recorded, inherited and derived from hieroglyphics, has a rich historical background. Its application in modern visual design can provide a new source of creativity for modern application, enrich the expression forms of visual design, improve the artistry of national products, we can better understand Dongba pictographic culture, provide theoretical support for its protection and inheritance, and further promote the excellent cultural traditions of China's ethnic minorities. Therefore, hieroglyphics is a key for us to enter the Naxi nationality. Through this key, we can open the door of Naxi culture, enter their extremely rich spiritual world, and perceive the rhythm of national life between the blue sky and the beautiful sun, the great rivers and mountains.