도시 브랜드 비주얼 아이덴티티에서의 지역 문화 서사 적용 - 성주(嵊州)시 월극(越劇) 문화 기반 리뉴얼을 중심으로 -

초록

As competition in city brands intensifies, visual represe ntation of regional culture has emerged as a critical strat egy for differentiating city images and establishing uniqu e identities. This study proposes a visual identity renewa l for Shengzhou, China, leveraging Yue Opera narrativest o address existing brand limitations and establish a distin ctive identity. By analyzing Yue Opera’s narrative charac teristics, symbolic motifs were extracted from visual ele ments such as color, form, and structure to create a bran d system that reflects both local sentiment and modern a esthetics. The research methodology combined surveys a nd visual experiments to facilitate the renewal process. In itial data on regional image and cultural perception of Yu e Opera were collected via questionnaires, which informe d the development of a new visual identity for Shengzho u. A comparative analysis between the existing brand an d the new proposal verified the strategy's effectiveness. The results indicate that the Yue Opera-centered renewa l significantly enhances brand recognition and cultural su itability, scoring higher in emotional resonance and identi ty formation. This study provides practical implications for strengthening city identity through the contemporary expression of heritage, confirming the potential of narrati ve-driven strategies in differentiated branding.

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