The advent of the new media era has brought new changes to brand design. This article examines the prospect of improving the visual image of the old brand, studies current problems in the form of expression, conducts a comprehensive analysis of the historical image in accordance with the market development situation, identifies shortcomings, conducts a comprehensive analysis of the traditional image, identifies its problems, where new ones will be rethought and studied trends in brand image development. It focuses on the modern views of consumers, seeks the differences between traditional and modern to achieve the best convergence and bring innovation based on heritage. In the process of innovation, we seek favorable development conditions to revive traditional Chinese culture.