Modern logo design Chinese traditional culture element application
We are a big printing company in Shenzhen China . We offer all book publications, hardcover book printing, papercover book printing, hardcover notebook, sprial book printing, saddle stiching book printing, booklet printing,packaging box, calendars, all kinds of PVC, product brochures, notes, Children's book, stickers, all kinds of special paper color printing products, game cardand so on.
For more information please visit
http://www.joyful-printing.com. ENG only
http://www.joyful-printing.net
http://www.joyful-printing.org
email: info@joyful-printing.net
In the field of art and design, due to the influx and infiltration of various new trends of thought abroad, we are shaking our inherent values and aesthetics. To make our works more and more away from the national personality and to lose their own right to speak; likewise, the depiction of the tradition without abandonment has also led to the stagnation of the development of national crafts. Therefore, how to understand the relationship between traditional plastic art and modern design, make its application in modern design more extensive and in-depth, after the trend of "international design style", create a diversified design trend, is a new generation of designers The problem facing.
First, Traditional Chinese visual elements and modern logo design
As an important part of modern visual communication system, logo design expresses specific things, events, scenes and abstract spirits and concepts through special graphics. When people see the logo, they naturally produce associations, which leads to a sense of identity with the brand. In the process of the transmission of the entire corporate image, because of its high frequency and wide application, it is easy to be recognized and remembered by people. Throughout the history of modern design, many famous and creative logo designs are simple and clear. The form contains the national cultural heritage of a company and a group and the internal quality of the spirit of the times. It has an inestimable effect on a company and a group.
In the modern logo design, Chinese plastic art inherits the traditional Chinese art view. It is different from the aesthetic taste of the imagery and vividness in the West. It does not emphasize the importance of “realism” and “emphasis”, and pursues the romantic and elegant realm of “big and sturdy” in the artistic conception. It is concrete and abstract; it is shaped and entered into God; it is certain and undecided. The interest of the work has an aesthetic effect of ambiguity and ambiguity. In recent years, the integration of Chinese traditional cultural elements into modern logo design has been favored by designers.
The success of the Olympic bid is the best example: the five-star, five-ring, pictographic Chinese knot, and the combination with the essence of Chinese traditional culture - Tai Chi, makes the logo as vivid and harmonious. While embodying the modern design concept, the work also reflects the aesthetic value orientation and historical and cultural characteristics of the nation. It fully demonstrates the artistic charm of traditional cultural concepts and modern logo design.
1. The application of Chinese characters in modern signs:
Ancient Chinese characters span thousands of years and are still full of vitality and unique artistic charm. Chinese characters are square characters that have evolved over hieroglyphics. The specific ideograms are conveyed through six components such as pictograms and wills. Plus "graphical"
The characteristic nature of "symbolization" can be said to be the most primitive form of the logo. At the same time, the different representations of the books, such as Oracle, Li, and 也, also provide rich visual elements for modern signs.
The emblem of the 2010 World Expo is designed on the basis of the Chinese character "World". It implies the figures of three people embracing each other, symbolizing "you, me, him" all human beings, expressing the understanding, communication, gathering and cooperation of the World Expo. The concept is filled with the spirit of the Chinese nation that advocates harmony and convergence. The "World" character of this Chinese calligraphy and the "Beijing" emblem of the 2008 Beijing Olympic Games can be said to be the same. The "Dragon" character written by Heilongjiang TV Station's logo is a masculine beauty. It also shows the dragon's successor.
"Or leaping in the Yuan" to "Flying Dragon in the Sky". It can be said that Chinese characters as a very effective design element and logo are in the same line of styling and connotation.
2, engraving gradually becomes the design element of the modern logo
Engraving is an art category unique to China. The different external forms such as Zhu Wen and Feng Mu and the rich and varied styles of the ancient Indians have made the art of engraving create a thousand miles between the squares. Printing is a kind of power and a duty. It is both a solemn agreement and a commitment to integrity. Therefore, the emblem of the 2008 Beijing Olympic Games selects the traditional Chinese cultural symbol, the seal (Shaw), as the main motif of the logo, which is a major breakthrough and innovation in the history of the Olympic emblem design. The ancient letter of faith symbolizes the solemn commitment of the ancient Chinese nation with thousands of years of honesty and tradition. "The world gives me trust, I give the world a brilliant!"
The word in the letter of the emblem"Beijing", the ancient capital of Beijing, which represents the youthful rejuvenation, is welcoming the arrival of the people of all nationalities in the world with her open mind and the absorption of the square and the cultural cohesion of the past and the present. The inscription of the letter also transforms the glyph into an image of an athlete who flies and strikes and greets the victory. The whole shape reflects the high combination of power and beauty. God is outside the image, as if it is outside the words, it is an accident. In the movement, the dual beauty of human body and spirit is conveyed, which is the perfect interpretation of sportsmanship.
3, traditional graphics and modern logo design
From the Neolithic era Xi'an Banpo's "Human face painted pottery fish basin" to the Han Dynasty's portrait stone "Jing Yu Qin Qin", from the enamel pattern on the bronze to the simple Qin Hanwadang, these graphics, different forms, ancient fun 拙Park. It is the interpretation of the image of the Chinese nation in different periods of social life, and it also reflects the aesthetic interest of people in different periods. Many works that are recognized by the world and have distinctive national characteristics and cultural connotations have been inspired by traditional graphics.
Hong Kong Phoenix Satellite TV's logo has successfully borrowed from the traditional Chinese Phoenix pattern, and adopted China's unique "like to meet each other" structure, one phoenix and one phoenix fluttering,, the characteristics of the media, and the brand With a high spirit, the spirit of the king who leads the singers is fully expressed. The two phoenix images hovering around represent the complementarity and blending of the two different cultures of China and the United States, embodying the cultural concepts of integrating things and gathering the North and the South. The brand of civilization.
The symbol of China Unicom is a modern interpretation of the ancient Chinese auspicious graphic "Pan Chang" pattern. The "pan length" originated from the "eight auspiciousness" of Buddhism. It was originally intended to be "long-term, long-lasting." The logo uses roundabout lines to symbolize a highly developed modern communication network in the information age. The whole logo is easy to remember and full of rich national complex, and the high recognition brought by the vivid image has played a positive role in the expansion and business promotion of Unicom users.
4. The influence of Chinese traditional philosophy on logo design
As early as in the ancient times of burrowing and fishing and hunting, our ancestors "had apocalypse to astronomy, and looked at geography", "far from all things, and took close to each other", and made a sense of the universe and life consciousness. Awkward thinking. During the Spring and Autumn Period and the Warring States Period, Confucianism, Taoism and other schools all explained their views on the world, life, and ethical Taoism. The eradication and accumulation of the times formed the cornerstone of Chinese philosophy. Most representative"Taiji map", its form and concept are often used by designers. For example, the sign of "Water Park" in Shenzhen's main park is based on the "Taiji map" and has been added to the "Taiji map" framework. The scrolling and endless water-grain shape reflects the ever-changing characteristics of the theme “water” in the “water park”. While emphasizing the dynamic beauty of form and harmony, it implies the philosophical concept of change, unity and freedom, and conveys the "moving and calming view" and "time and space view" of Taoist doctrine.
The logo of the Bank of China is simple but profound in meaning. It combines the cosmology of the “Tianyuan place” in the traditional Chinese philosophy system, and borrows the formation of Chinese characters and the shape of ancient coins in the shape. The square hole in the center runs through the center line. Symbolizing circulation and connection, the outer circle represents the internationalization of the Bank of China facing the world. It embodies the bank's industry characteristics and profound cultural complex.
The application of these traditional cultural elements in logo design is often multi-dimensional. Such signs as Bank of China, 2008 Olympic Games, China Post, etc. are all organic combinations of calligraphy and engraving, figuration and imagery, form and concept. This multi-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 symbol of the brand image, condensing the identity, reputation and culture of the company and the group. Represents the value of the brand. The symbol of excellence is not only the intangible assets of the company, but also has a lot of value because it has an irreplaceable position in the minds of consumers.
For example, the value of Phoenix Satellite TV has reached an estimated value of 22.832 billion yuan. Nike, most of its products are produced by other manufacturers, but can earn several times the money of the manufacturer, specifically it sells the trademark of Nike. Not all signs can be priced at ten thousand yuan. After all, the value of the logo is closely related to many factors in the decision-making and management of the company. Neglect and annihilation without the personality, creativity and deep cultural intrinsic will be an 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 have said. With 5,000 years of cultural heritage, the "China" brand has eternal, intelligent, mysterious, exquisite craftsmanship and unparalleled creativity. This series of tempting values has a tendency to gradually disappear in the "modern" development of China. This is enough to alert us to internationalization and re-examine our cultural blood.
How to re-examine traditional culture with a new perspective of modern aesthetics, as Mr. Qiang said, “We don’t have to draw Peking Opera masks and put on robes to make people recognize Chinese.” To fully understand On the basis of traditional culture, it extends its “Italian” to convey its “God”, which allows traditional culture to be updated and expanded in modern logo design. It is also possible to promote dialogue and interaction between Eastern and Western cultures with the unique persistence and wide influence of the logo itself.