Abstract:

Starting from the perspective that the rise of "National Style Aesthetics" has injected new vitality into local brand design, this paper explores cultural metaphors as both a cognitive approach and a form of visual representation, assessing their profound implications for the conception and practical application of the "National Style Aesthetics" brand image. By defining the essence of the "National Style Aesthetics" brand, it articulates the influence and characteristics of cultural metaphors on branding; combined with practical case studies, it delves into the application methods of cultural metaphors in empowering "National Style Aesthetics" brand design, including the intuitive similarity of cultural metaphors, the spatiotemporal transposition of cultural metaphors, and the pluralistic extension of cultural metaphors. Cultural metaphors within "National Style Aesthetics" brand design not only provide a creative expanse for the original design inspiration of local brands but also assimilate cultural metaphors into contemporary expressions, thus forging a unique cultural identity for the brand. This fosters a psychological connection and interaction between the "National Style Aesthetics" brand and the new era consumers, leading to a new cultural trend. The study aims to offer fresh insights into advancing the cultural image of local brands.

Key words: national style aesthetics, cultural metaphor, brand design, cultural image