Shanghai gossip, as a cultural carrier, cultural link and historical inheritance witness in Shanghai, maintains important local feelings. However, with the popularization of Putonghua, Shanghai gossip faces the dilemma of declining usage rate. Shanghai gossip should respect the objective laws, conform to the development of the times, and the necessity of protecting Shanghai dialect is obvious.<br> This brand design will condense the visual elements from the listening, speaking, reading and writing of Shanghai gossip, and apply it to the development and packaging design of the brand of Shanghai gossip. For example, the design of traditional customs, life terms, historical landmarks, local animals and plants and other things with local characteristics is transformed from auditory to visual. Focusing on Shanghai's unique animal "raccoon dog" as the virtual image, bright colors are used to create dynamic and visual impact, and a series of practical, cultural and artistic brand designs of Shanghai gossip wave are created. Always keep Shanghai gossip as the first element throughout the brand design, emphasize the cultural characteristics of Shanghai gossip itself, and ensure the tonality of the brand with a strong and innovative visual image.<br> This brand design plays a certain research role in the protection, inheritance and development of Shanghai gossip in the process of exploring the visual art presentation of Shanghai gossip, and provides a certain reference for the brand design of Shanghai dialect literature creation. To tell the story of Shanghai; Explore more, better and more effective ways to protect Shanghai dialect; Do our bit to promote the protection and spread of Shanghai dialect.<br> <br> Keywords: Shanghai gossip; Cultural protection and dissemination; Brand design; Wenchuang products; raccoon dog
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