This design aims to redesign the visual symbols of the aging brand of Hejian donkey meat fire so as to realize the transformation and upgrading of the brand. According to the product attributes, the image of the representative animal donkey is selected to draw the brand logo, and the font in the logo is concretely designed in combination with the structural characteristics of Hejian landmark building "Hejian Mansion" to endow the brand with local characteristics. The renewal of the visual system strengthens the brand awareness and brand culture, and also makes the brand image of donkey meat burning more in line with the preferences of mainstream consumer groups.