Yi Ran Li,Dong Ning Chen,Jing Jin

Within the context of cultural confidence and national trend design, this paper aims to transform static traditional cultural heritage into dynamic brand symbols with market competitiveness. Using ancient Chinese tile end cap patterns as elements and the “Wa Yun” souvenir brand as a practical case study, it comprehensively demonstrates how the extracted symbolic semantics of tile end caps can be applied through logo design, “IP cuteness adaptation,” “geometric poster design,” “ceremonial packaging,” and “physical pre-production.” Employing semiotic theory, it constructs a three-tiered symbolic analysis framework—“extended form, intrinsic meaning, and emotional value”—for creative translation and systematic construction. This paper elucidates the semantic transformation from sacred totems like phoenixes and azure dragons into approachable IP characters. Guided by symbolic semantic analysis, the design methodology transforms traditional cultural elements from museum “historical specimens” into brand image designs circulating within consumer spaces—capable of resonating emotionally with contemporary consumers. It provides a reference for the brand innovation of traditional cultural resources, combining theoretical depth with practical value.

Tile-end ornamentation; Symbolic semantics; Symbolic translation; Brand image; Design practice

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