Through the research on visual image design of previous major international sports events, it is found that the event culture and local cultural elements such as the historical heritage, natural ecology, cultural features, and future vision of the host city have always been closely interwoven, jointly shaping the unique connotation of the event image. During the event process, the cultural personality, spirit of the times, and innovative strength of the host city have been fully demonstrated. The 19th Asian Games Hangzhou has been successfully held against the backdrop of cultural confidence and cultural rejuvenation in Chinese culture, and its visual image design fully displays the characteristics of Hangzhou's urban culture. As one of the core elements of the visual image system of the Asian Games, the secondary logo not only embodies the historical heritage and modern vitality of Hangzhou, but also vividly expresses the national image of China and shows the cultural confidence and charm of China on the global stage.