The design of practice image of higher vocational schools can be done through three aspects:refining school spirit,making out core value view and building mind identity system;creating unique sight line for campus environment and culture and designing visual identity system;building favorable systematic culture envi.

Starting from studying the tourist product of heritage and modern tourist product, this paper analyses the mind identity of tourist image in the cultural field.

Complete products identity is formed by mind identity related to enterprise conception and brand spirit as well as product external visual performance guided by mind identity.