随着数字媒体时代的兴起，信息传播的形式和渠道发生了翻天覆地的变化。由于人们对视觉的需求和喜好不断发生变化，传统的视觉识别已经逐渐不能满足大众的需求。因此，设计师需要积极地探索新的视觉识别形式，利用新的技术手段，更新新的设计观念。 本文基于视觉识别设计的开放性特征，采用文献研究法、案例分析法、比较分析法、跨学科研究法等研究方法，对这一现象的产生原因、表现特征和应用现状进行分析，围绕其技术和艺术特征，挖掘和提供建构视觉识别的新角度。 本文探讨了视觉识别开放的三个维度，以此为基础提出视觉识别设计的开放性构建流程。结合相关理论和实践案例，选取艺术展视觉识别作为研究的切入点和实践对象，结合当下艺术展的新特征、视觉宣传的新需求，构建符合数字媒体时代的艺术展视觉识别系统开放性设计策略。 在艺术展视觉识别中应用开放性设计策略，有利于扩展艺术展视觉识别设计的创新思路，并促进设计与社会文化、大众生活的互动和交流，以此达成与受众的情感联结，提升设计的内涵丰富性和可持续性。

With the advent of the digital media era, the channels and methods of information dissemination have changed. Traditional visual identity is gradually unable to meet the physiological and psychological needs of the public, which requires designers to actively explore new forms of visual identity and update their design concepts using new technological means. Under the new era and new concepts, the meaning and role of visual identity are changing and showing an openness characteristic. Based on the openness of visual identity design, this article adopts research methods such as literature research, case analysis, comparative analysis, and interdisciplinary research to analyze the causes, characteristics, and application status of this phenomenon. Focusing on the technical and artistic characteristics of visual identity, the article explores and provides new perspectives for constructing visual identity. The article discusses the three dimensions of openness in visual identity and proposes an open construction process for visual identity design based on this. Combining relevant theories and practical cases, art exhibition visual identity is selected as the research entry point and practice object, and an open design strategy for the visual identity system of art exhibitions that conforms to the digital media era is constructed to meet the new features of art exhibitions and new demands for visual promotion. The application of open design strategies in the visual identity of art exhibitions is beneficial for expanding the innovative thinking of visual identity design, promoting interaction and communication between design and social culture, and enhancing emotional connections with the audience to improve the richness and sustainability of design.