ArticleInterdisciplinary Studies of Translation http://dx.doi.org/10.26855/tfll.2025.10.024
Cultural Translation in the Symbol Design of the “He Cheng Yu Xiu” Cultural Creative Brand
Siyi Wang, Lanying Guo*
Department of Business English, Zhejiang Yuexiu University, Shaoxing 312000, Zhejiang, China.
*Corresponding author: Lanying Guo
This study received financial support from the National College Student Entrepreneurship Training Program project titled “He Cheng · Yu Xiu Language and Culture Creative Research under Industry-Academia-Research Collaboration” (Project No.: 2025127920059X). We hereby express our sincere appreciation.
Published: October 31, 2025
Article history: Updated on June 26, 2026
Abstract
University Motto of Zhejiang Yuexiu University of “He Cheng Yu Xiu “ means Chinese (Pinyin) words concentrating the following four concepts of harmony, integrity, cultivation and excellence. Cultivation is to thrive one’s ability and character diligently. Excellence is an expectation of the process; Integrity forms a basis for effort; Harmony is a destination for harmony in self, in others or in one’s work, to reach harmony and completion of a whole. Harmony, integrity, cultivation, excellence form a progressive evolution in philosophy, morality or personal development. In short, by means of the cultivation of ability and character, integrity, one can achieve excellence to harmonious harmony. By deconstruction and reconstruction of modern visual design symbol, the essence of the “He Cheng Yu Xiu” cultural and creative brand can effectively increase the cultural added-value, cultural identity and affinity of its packaging design. It also increases the market competitiveness and cultural tolerance of its products. This study provides a sample for the integration and radiance of regional and internal culture in cultural and creative products, and concrete theoretical guidance for the inheritance and innovation of tradition and university culture in modern social lives.
Keyword
He Cheng Yu Xiu; Cultural and Creative Packaging; Symbol Design; Cultural Translation; Market Distinctiveness
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Copyright
© 2025 by the author(s).
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives (CC BY-NC-ND) license, which permits non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited and is not modified or adapted.
https://creativecommons.org/licenses/by-nc-nd/4.0/
How to cite this paper
Cultural Translation in the Symbol Design of the “He Cheng Yu Xiu” Cultural Creative Brand
How to cite this paper: Siyi Wang, Lanying Guo. (2025). Cultural Translation in the Symbol Design of the “He Cheng Yu Xiu” Cultural Creative Brand. Translation and Foreign Language Learning, 1(3), 537-541.
DOI: http://dx.doi.org/10.26855/tfll.2025.10.024