随着我国经济水平的不断提高,人们对生活的需求不再仅仅满足于温饱。旅游产业越来越重要,古镇旅游的开发,让古镇旅游成为了中国旅游业的热门。然而目前大多古镇都趋于雷同化,缺乏自身的特点,是古镇品牌形象宣传的缺失、视觉推广中的不足。因此,需要树立良好的品牌视觉形象,从上里古镇的地域特色牌坊中提取元素进行再设计,从而打造出上里古镇个性化的品牌视觉效果。本文将以雅安上里古镇为例。 With the continuous improvement of China’s economic level, people’s demand for life is no longer satisfied with adequate food and clothing. Tourism industry is more and more important, the development of ancient town tourism, ancient town tourism has become a hot tourism in China. However, at present most of the ancient towns tend to be assimilated, lack of their own characteristics, the lack of promotion of the brand image of the town, lack of visual promotion. Therefore, we need to establish a good brand visual image, from the ancient town of the geographical features of the arch to extract elements for redesign, thus creating the town’s personalized brand visual effects. This article will take Ya’an Shangli town as an example.