The application of Chinese traditional culture elements in modern logo design

In the field of art and design, due to the influx and infiltration of various foreign new thoughts, we have shaken our intrinsic values and aesthetic standards. Make our works more and more away from the national character and lose their own right to speak, the same, the traditional not to discard the tracing also led to the stagnation of national technological development. Therefore, how to understand the relationship between the traditional plastic arts and modern design, so that its application in modern design more extensive and in-depth, in the "International design style" after the trend, to create a diversified design trend, is a new generation of designers to face the subject.

Chinese Traditional visual elements and modern logo design

As an important part of modern visual communication system, logo design is to express concrete things, events, scenes and abstract spirits and ideas through special graphs. So that people can see the logo at the same time, naturally produced Lenovo, resulting in the brand identity. Throughout the process of corporate image transfer, because of its high frequency, wide application, easy to be recognized and memory. Throughout the history of modern design, many famous and creative logo design in the concise, clear form of beauty contains a business, groups of national cultural heritage and the spirit of the times of the inner quality. To an enterprise and a group has an important role to play.

In the modern logo design, China's plastic arts inherited the Chinese Traditional art view. It is different from the western emphasis on the image, vivid aesthetic taste, more than "realistic" heavy "vivid", in the artistic conception of the pursuit of "big Qiao" romantic elegant realm. It is concrete, it is abstract, it is drawn and entranced, it is definite and undecided. The aesthetic effect of the works is ambiguous and ambiguous. In recent years, the integration of Chinese traditional culture elements in the modern logo design, has been favored by designers.

The success of the Olympic logo is the best example: five-star, ring, pictographic Chinese knot, as well as with the essence of Chinese traditional culture-taijiquan combination, making the logo like flowing and harmonious. The work embodies the concept of modern design, but also reflects the aesthetic value orientation and historical and cultural characteristics of the nation. Fully demonstrated the traditional culture concept and modern logo design close combination of artistic charm.

1, the application of Chinese characters in modern signs:

Ancient Chinese characters span thousands of of years of time and space, still filled with exuberant vitality and unique artistic charm. Chinese character is a long evolution of characters on the basis of hieroglyphics. Through the pictographic, and so on six kinds of composition means to convey the specific ideographic nature. Coupled with the "graphical" "symbolic" performance characteristics, can be said to be the most original form of the logo. At the same time, the different representations of Oracle, Seal, scribe and Kai also provide a rich visual element for the modern symbol.

2010 Expo Emblem, is based on the Chinese character "the World" as the foundation design, which implied three people arm hug the figure, symbolizing "you, I, he" all mankind, expressed the World Expo "understanding, communication, gathering, cooperation" concept, permeated with advocating harmony, aggregation of the Chinese nation spirit. The word "Shi" and the emblem of the 2008 Beijing Olympic Games, the "Beijing" character of the seal carving, can be said to be the same. Heilongjiang TV station marked with a script written on the word "dragon", dancing and jubilant dragon body is extremely masculine beauty, also shows the descendants of the dragon from the "or leap in the deep" to "Dragon in the sky" of the lively God color. It can be said that Chinese characters as a very effective design element and symbol to win the shape and connotation of the same.

2, seal carving gradually become a modern symbol of the design elements

Seal carving is a unique art category in China. Its zhuwen, sealing mud and other external forms and the rich and varied style of the past generations of Indian scholars, making carving art in a square inch between the creation of thousands of weather. India is a kind of power, but also a duty, both solemn agreement, but also the commitment to good faith. Therefore, the emblem of the 2008 Beijing Olympic Games chooses the Chinese traditional culture symbol--the seal (Xiao shape printing) as the main body pattern of the logo, which is a major breakthrough and innovation in the whole design history of the Olympic emblem. With the ancient seal implication has thousands of years of good faith tradition of the Chinese ancient country solemn commitment to "the world to me to trust, I give the world with brilliance!" ”

Emblem seal in the Shang "Jing", representing the youthful glow of the ancient capital of Beijing, with her open mind and absorbing wanfang, the integration of ancient and modern cultural cohesion, welcomed the arrival of the people of all nationalities in the world. Seal's engraved will be changed into a dashed line, dancing to meet the victory of the athlete image, the entire model embodies the strength and beauty of the high Union, God in the image, like in words, words in the accident. It is the perfect interpretation of sportsmanship to convey the double beauty of human physique and spirit in sports.

3, traditional graphics and modern logo design

From the Neolithic age in Xian Banpo "human face painted pottery fish pattern basin" to the Han Dynasty lifelike portrait Stone "Jingke Thorn Qin Wang", from the bronze on the gluttonous patterns to the shape of the Simple Qin Han tile, these graphics, different forms, ancient fun clumsy. Is the Chinese nation in various periods of social life image interpretation, but also truthfully reflects the people in different periods of aesthetic purport. Many of the works, which are recognized by the world and have distinctive national and cultural connotations, have been inspired by the traditional graphics.

The Taiwan Standard of Hong Kong Phoenix Satellite TV has successfully borrowed the Chinese traditional Phoenix pattern, and the use of China's unique "happy to meet" the structure of a phoenix, a Phoenix fly, sonorous and Ming, the characteristics of the media, as well as the brand lofty intentions, the leader of the spirit of the leader of the expression of the king dripping to the With two flying circled Phoenix image represents the complementarity and blending of two different cultures of China and the United States, embodies the fusion of things, the cultural concept of the North and south, with obvious brand of Huaxia civilization.

China Unicom's logo is the ancient Chinese auspicious graphics "disk long" pattern of modern interpretation. "Disk Length" from the "Eight auspicious" Buddhism, this is "a long history, endless" meaning. The symbol adopts the roundabout and reciprocating lines to symbolize the highly developed modern communication network in the information age. The whole logo is easy to remember and permeated with a strong national complex, the vivid image brought about by the high degree of recognition for the expansion of Unicom users and business promotion played a positive role.