Research on Innovative Brand Image Design for the Intangible Cultural Heritage “Kite Wei”

Abstract

With deepening cultural confidence strategies and growing demand for modernising intangible cultural heritage, brand development for traditional heritage projects has become crucial for achieving “living transmission.” This paper examines the nationally recognised intangible cultural heritage “Kite Wei”, addressing the research gap that prioritises craftsmanship preservation over brand building. Through literature review and case studies, the research clarifies the cultural essence and contemporary challenges of “Kite Wei.” The study innovatively employs the Analytic Hierarchy Process (AHP) to systematically extract core cultural genes across material, behavioural, and spiritual dimensions, using quantitative analysis to enhance scientific rigour. Building on this foundation, the study constructs a four-dimensional design strategy framework integrating “visual-emotional-semantic-expressive” dimensions. Guided by this framework, design practice creates a visual symbol system encompassing brand logos, colour systems, and auxiliary graphics. Practice demonstrates that through systematic visual translation, “Kite Wei” can transform from “static heritage” into a cultural brand embodying emotional memory and contemporary aesthetics, achieving dual success in cultural inheritance and market acceptance. Finally, this paper summarises the theoretical and practical significance of this approach, offering reference strategies and future research directions for brand innovation in traditional craft-based intangible cultural heritage.