敦煌歷經漢風唐雨的洗禮,文化燦爛,古蹟遍地,其中莫高窟又名敦煌石窟,素有「東方明珠」之稱。目前由敦煌研究院負責研究、保護、管理、宣傳和開發世界文化遺產敦煌莫高窟,它同時也是中國國家古代壁畫保護工程技術研究中心的依託單位。本研究為與敦煌研究院及蘭州理工大學合作之「敦煌美學品牌化及文創商品設計案」,針對品牌視覺及文創商品設計,以日本京都平等院、台灣國立故宮博物院及中國博物館為對象,分析其品牌現況、紋樣、圖騰於文創商品之應用。基於延續敦煌研究院的品牌概念,以原有的吉祥物九色鹿作為品牌「故事敦煌」的主要視覺元素,品牌視覺形象以九色鹿,結合不同時期的敦煌石窟藻井紋樣及色彩,表現各時期敦煌藝術發展的特色,以此象徵藉由九色鹿帶領旅客穿梭在各朝代之中,細細品味著敦煌石窟藝術的美學。最後設計出敦煌藝術美學的文創品牌視覺,並應用於其文創商品當中。
After the great Dynasties of Han and Tang, Dunhuang is rich in culture and historic sites. Among them, Mogao Caves, also called Dunhuang Caves, are perceived as the oriental pearl. At present, Dunhuang Academy takes charge of the research, conservation, management, promotion, and development of the world cultural heritage Mogao Caves, and it is also the commissioned unit of National Gudai Bihua Protect Engineering Technical Research Center. This study is the “Dunhuang Aesthetic Branding and Cultural and Creative Product Design Project” collaborating with Dunhuang Academy and LanZhou University of Technology and aiming at the brand visual design and cultural and creative product design. In terms of Byodoin Kyoto, National Palace Museum, and Chinese Museum, I will analyze the status quo of the brands, and the application of patterns and totems in the cultural and creative products. To extend the brand concepts of Dunhuang Academy, the original mascot, nine-colored deer, will serve as the major visual element of the brand “story Dunhuang.” As for the visual image of the brand, the nine-colored deer will be combined with the patterns and colors of the Caisson (algae wall) at Dunhuang Caves to exhibit the developing characteristics of Dunhuang art in different periods. This symbol of the nine-colored deer will guide the visitors to go through different dynasties and have a closer experience of the aestheticism of Dunhuang Caves. Lastly, I will make the visual design of the cultural and creative brand for Dunhuang aestheticism and apply it to the cultural and creative products.