Brand Design for Linyi City's Chinese Farmers' Harvest Festival

As China's industrialization accelerates, rural areas face declining cultural and economic vitality. To address this, the 'Chinese Farmers' Harvest Festival' was established in 2018. This study focuses on improving the brand design of Linyi’s Harvest Festival, which lacks distinctiveness and effective cultural symbolism. Guided by place attachment theory and local culture, it explores how brand design can transform regional symbols to establish place attachment and enhance cultural communication. The research includes theoretical analysis of festival brand design, local culture, and place attachment, case studies of six successful festival brands, and the development of a design strategy incorporating Linyi's cultural characteristics. The proposed design was validated through surveys, showing significant improvements in cultural representation and emotional connection. This study demonstrates the feasibility of festival brand design in transmitting local culture and fostering place attachment, providing a theoretical and practical foundation for future regional brand innovation.