目的 通过对人类非物质文化遗产——太极拳进行品牌形象塑造，在推动非遗文化系统性传承的目标下，探索创造性转化和创新性发展太极拳的新路径。方法 通过实地调研和深度访谈并对原始资料进行编码归纳，收集整理太极拳发展现状与塑造太极拳品牌形象的需求要素，运用KANO模型明确新生代人群对太极拳品牌形象的动机和需求。结果 研究得出太极拳品牌形象塑造的设计转化路径，通过现代化视觉审美设计和数字化品牌体验的双重探索，构建起可见、可感、可享的品牌体系，建立起年轻化、时尚化、数字化、国际化的太极拳品牌形象。结论 明确非遗文化品牌形象塑造的设计转化路径，有助于从现代化的公共品牌视角，进一步提升非遗公共品牌形象的有效传达，增强非遗项目的时代生命力和文化辨识度。

The work aims to shape the brand image of Tai Chi Chuan, the human intangible cultural heritage, in order to systematically inherit this cultural heritage and explore new paths for its creative transformation and innovative development. Through field research and in-depth interviews, along with the coding and induction of raw data, the current development state of Tai Chi Chuan and the demand factors for shaping its brand image were collected and analyzed. The Kano Model was employed to identify the motivations and needs of the younger generation regarding the Tai Chi Chuan brand image. The research yielded a design transformation path for shaping the Tai Chi Chuan brand image, involving the dual exploration of modern visual aesthetic design and digital brand experience. Thus, a visible, sensible, and enjoyable brand system was established and a youthful, fashionable, digital, and international Tai Chi Chuan brand image was constructed. Clarifying the design transformation path for shaping the intangible cultural heritage brand image contributes to enhancing the effective communication of public brand images of intangible cultural heritage from a modern public brand perspective, thereby strengthening the vitality and cultural distinctiveness of intangible cultural heritage projects in contemporary times.