A study on the application of brand visual environmental graphic design in rural arts festivals

Rural art festivals in contemporary China have become spatial catalysts for cultural revitalization, where temporary installations and visual systems reshape the relationship between place, heritage, and identity. This study constructs a theoretical framework for brand visual environmental graphic design within the context of the Rural Revitalization Strategy, integrating cultural continuity with spatial innovation. Grounded in theories of place spirit, spatial power, and artistic transformation, the research establishes a six-element design system – visuality, culturality, artistry, interactivity, spatiality, and communicability – to interpret how graphic design mediates spatial experience and collective memory. Through case studies of the Guanzhong Harvest Festival, Nanhai Land Art Festival, and Dianchi Folk Art Season, the model is examined across diverse rural typologies. Findings reveal that spatially embedded graphic design enhances the legibility of local culture, transforms transient art into enduring place identity, and promotes the aesthetic and emotional reconstruction of rural space. The study contributes to architectural and environmental design discourse by proposing a transferable paradigm for visual cultural regeneration, offering methodological implications for future digital adaptation and spatial assessment in rural design practice.