The construction of public archives is an important component of the construction of socialist culture with Chinese characteristics in the new era.The comprehensive archives should obtain the attribute of public service based on the"Five in One"functional requirement of the national comprehensive archives.Therefore,the construction of new archives should fully adapt to the functional requirements and social needs.This article have analysed the research on the construction of new archives and brand visual construction in China,and taken the image design and promotion of the First Historical Archives of China as an example to explore how public archives can introduce a brand visual image system on the basis of the new construction,and provide a reference path to the cultural construction of archives,and take fully advantage of the new archives opening to better enhance the social reputation and cultural influence of archives.
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