中国传统节日的文化留存及其在民众中的影响力日渐衰微,对传统节日文化的保障、传承、创新与利用已成为当前我国社会无法回避的现实问题。本文将“视觉形象识别”引入到传统节日的形象塑造与价值传播这个领域,提出“传统节日视觉形象识别系统”的可行性与必要性,总结了将传统节日导入视觉形象识别的五大原则以及具体方法。 The cultural preservation of traditional Chinese festivals and their diminishing influence among the general public are declining. The protection, inheritance, innovation and utilization of traditional festivals and cultures have become an unavoidable reality in our society. In this paper, “Visual Identity Recognition” is introduced into the field of traditional festival image creation and value communication. The feasibility and necessity of “traditional festival visual identity recognition system” are put forward. The five principles of introducing traditional festivals into visual identity recognition and the specific method.