旅游目的地形象标志是旅游目的地形象组成的基本核心。本文将旅游目的地形象研究理论与具体的形象标志设计案例分析相结合,对视觉形象标志中选用的元素进行了分类:旅游地的自然地理特征、地域人文特征和其他抽象的图形、文字,并在此基础上,提出了形象载体选用应遵循的原则:个性凸显、公众认可和创新原则。 Tourist destination image logo is the basic core of the image of tourist destination. In this paper, the study of tourist destination imagery is combined with the analysis of specific image sign design cases to classify the selected elements in the visual image signage: the natural geographical features, geographical and cultural features and other abstract figures and texts of the tourism destination On this basis, we put forward the principle that image carrier selection should follow: personality highlighting, public recognition and innovation principle.