From Ancient Script to Cultural Identity: A Study on the Symbolic Value and Contemporary Dissemination of the Bird-Worm Seal Script

Background and Aim: The Bird-Worm Seal Script is a historically significant form of early Chinese calligraphy distinguished by its ornate, zoomorphic stroke patterns. Originating in the Shang and Zhou dynasties and flourishing through the Qin and Han periods, it served both communicative and ceremonial purposes. In modern times, the script has become a focal point in discussions of cultural revitalization, symbolic design, and identity construction. This study aims to explore the historical significance, symbolic value, and contemporary dissemination strategies of the Bird-Worm Seal Script in the context of design and intangible cultural heritage transmission. Materials and Methods: The research employed a mixed-methods approach, including literature review, semi-structured interviews with designers and educators, visual analysis of contemporary design applications, and questionnaire-based evaluation of public perception. A conceptual framework grounded in Peircean semiotics and cultural design theory guided the analysis. Data were collected through case documentation, participant feedback, and artifact analysis to examine both historical interpretation and modern adaptation practices. Results: The study finds that the Bird-Worm Seal Script retains strong symbolic potential in modern cultural communication, especially in heritage branding, museum merchandise, and youth-oriented design education. However, challenges persist, including semantic opacity, visual complexity, and risks of cultural dilution. Strategic pathways such as annotated mixed-script designs, digital vectorization tools, and educational integration are proposed. The script was perceived as high in cultural depth and visual uniqueness across student, expert, and designer groups, indicating its value in reinforcing cultural identity. Conclusion: The Bird-Worm Seal Script functions not merely as an aesthetic relic but as a semiotic and cultural system with contemporary relevance. Its revitalization requires interdisciplinary collaboration, ethical design application, and public engagement strategies. This study contributes to ongoing efforts to bridge ancient cultural symbols with modern visual narratives, offering practical insights into sustainable cultural heritage dissemination in a digital, design-driven era.