Modern logo design Chinese traditional culture element application (below)

3, traditional graphics and modern logo design

From the Neolithic Xi'an Banpo's “Human Facing Pottery Fish Bowl” to the Han Dynasty portraits of the stone “The King of Thorn and the King of Qin”, from the enamel patterns on the bronze wares to the simple shapes of the Qin and Han dynasties, these figures are of various shapes and ancient tastes. Park. It is an image interpretation of the Chinese people's social life at different times. It also reflects the aesthetic purport of people in different periods. Many works that are recognized by the world and have distinctive ethnic characteristics and cultural connotations have been inspired by traditional graphics.

The logo of Hong Kong Phoenix TV has successfully borrowed from China's traditional phoenix pattern and adopted the unique structure of “combination of joy” in China. One phoenix and one phoenix flutter in high wings, 铿锵和鸣, the characteristics of the media, and the brand. With a long and far-reaching vision, the spirit of the leader of the lead singer and the singer expressed his spirit to the fullest, with two circling and circling images of the Phoenix representing the complementarity and blending of the two cultures of China and the United States, embodying the cultural concept of blending things and bringing together the north and the south. The mark of civilization.

The symbol of China Unicom is the modern interpretation of the ancient Chinese auspicious figure “Plate Length” pattern. "Plate length" is derived from the "eight auspicious" of Buddhism. It was originally intended as "long history and endless life." The logo adopts reciprocating lines to symbolize the highly developed modern communication network in the information age. The entire logo is easy to memorize and full of rich national sentiments. The high awareness brought by the vivid image has played an active role in the expansion and promotion of Unicom users.

4. The influence of Chinese traditional philosophy on logo design

In ancient times where burrowing and fishing and hunting were alive, our ancestors "regarded astronomy as an apperance, regarded geography as a rule," and "distributed everything, and took it all together." Contemplating. During the Spring and Autumn Period and the Warring States period, various schools of Confucianism, Taoism, and so on clarified their views on the world, life, and ethics, and formed the cornerstone of Chinese philosophy through the washing and accumulation of the times. The most representative "Taichi Diagram" is often used by designers for its forms and concepts. For example, the symbol of the "Water Park" in Shenzhen's main park is based on the "Tai Chi Chart" and the "Taichi Diagram". In the framework, water patterns that are rolled up and down and endless are added to reflect the ever-changing characteristics of the theme “water” in the “water park”. While emphasizing the form and beauty of dynamics and harmony, it contains the philosophical concepts of unity of change and freedom of movement, and transmits the "dynamic view" and "space-time outlook" of the Taoist doctrine.

The symbol of the Bank of China is simple but far-reaching. It incorporates the cosmic view of “the heavens and the earth” in Chinese traditional philosophical systems. It borrows the compositional tactics of Chinese characters and the shape of ancient coins from the perspective of the shape. The center of the square hole runs through the centerline. Symbolizes circulation and linkages, while the outer circle represents the internationalization of the Bank of China. Embodies the bank's industry characteristics and profound cultural complexes.

The application of these traditional cultural elements in logo design is often multifaceted. Symbols such as the Bank of China, the 2008 Olympics, and China Post are all organic combinations of calligraphy and seal carving, figuration and imagery, and form and concept. This multiple and complementary design concept not only enhances the sense of culture, but also contributes to the extension of design concepts and the enhancement of visual appeal.

Second, the importance of integrating Chinese culture into modern logo design

The logo is a symbolic symbol of the brand image, which enriches the characteristics, reputation and culture of the company and the group. Represents the value of the brand. The outstanding symbol is not only the intangible assets of the company, but also has a considerable price because of its irreplaceable position in the minds of consumers.

As the symbol of Phoenix TV, the value assessed by professional organizations reached 22.832 billion yuan. Nike, most of its products are OEM-made by other companies, but it can earn several times the manufacturer's money, it really sells Nike's trademark. Not all signs can be worth the price, after all, the value of the logo and the company's decision-making, business is closely related to many factors. And the absence of personality, creativity, and deep cultural intrinsic signs that are ignored and annihilated will be the inevitable fate. Therefore, the competition of economic strength in the world is actually the competition between brands.

A new round of economic rise and cultural renaissance will be in the East, as many insightful thinkers and design masters once said. 5000 years of cultural heritage, so that the "China" this big brand has eternal, wisdom, mystery, craftsmanship and unparalleled creativity. This series of tempting values ​​has gradually waned in the "modern" development of China. This is enough to alert us to internationalization and to re-examine our cultural heritage.

How to re-examine traditional culture with a new perspective of modern aesthetics, as Mr. Qiang Qiang said: "We don't have to paint Peking opera masks and wear robes to make people recognise them as Chinese." To fully understand On the basis of traditional culture, its "idea" is transmitted to its "god" and traditional culture is updated and expanded in modern logo design. It is also possible to promote the dialogue and interaction between the eastern and western cultures through the unique persistence and extensive influence of the logo itself.

(author/ Luo Shengjing, Guangdong University of Technology)

Guangdong Packaging (4th Issue, 2005)