Chinese traditional patterns and modern logo design

Abstract: In the modern logo design, many classic masterpieces have been integrated into the traditional cultural elements with Chinese characteristics. The designer accurately grasps the profound connotation of these elements and combines it with the modern design elements. It has given it a new sense of the times and vitality, so that ancient art can stand the test of time and continue to continue.

Keywords: logo design, traditional patterns, ancient and modern use

In its long history of 5,000 years, China has gradually formed a broad and profound Chinese culture with long history. For this, there is no doubt about it. However, some people say that traditional Chinese culture is already a “sunset culture” and can only be cherished as antiques or cultural relics. I have different views on this view.

The connotation of traditional Chinese culture is very rich, and the scope involved is also very broad. The traditional pattern is just a trickle in its vast rivers and seas. And it is this inexhaustible stream that still waters and penetrates into many modern art fields. Logo design is one of them.

I believe that everyone is familiar with the signs. In the modern society where the rapid development of economic information and culture, both public signs for the public and social activities, trademarks for commercial use, and special signs for patents are nowhere to be found. Not at all. From a design point of view, the logo is a kind of graphic design and is an art form with a very visual aesthetic. However, it is also a practical art. Its role and value in the commodity economy are increasingly People value it, so in recent years the logo has become the main content of CI planning. It is not only a symbol, the name of a product, but also the symbol of the product manufacturer's spokesperson and corporate image. In this sense, in modern times, In the commodity society, the sign belongs to the category of modern design.

However, is modern design equivalent to abandoning, eliminating or even isolating the traditions, or is it put away, or is it obsolete and unable to reflect the sense of creativity and sense of the times? of course not. From the masterpieces of some popular and well-intentioned logo designs in recent years, it is not difficult to see how designers combine traditional patterns with modern designs and integrate them with each other.

The Bank of China is a representative of China's financial business community and demands to reflect Chinese characteristics. The designer used the Chinese ancient coin and the Chinese character as the basic form. The ancient money graphic is a circle and a shape of the frame design. The middle square hole adds vertical lines up and down. It becomes a “middle” shape, which symbolizes the heaven and earth, and the economy is This book, giving people the feeling is simple, stable, easy to identify, implicative, quite Chinese style (Figure 1). The reason why the Bank of China logo can leave people with such a deep impression is that I think this is mainly due to the deep-rooted understanding of the image of ancient coins that symbolizes wealth.

The logo of China Telecom is based on the “Chinese” character and the palindrome of Chinese traditional patterns. The three-dimensional space pattern developed through the development (Figure 2) symbolizes the communication network extending in all directions, symbolizing that China Telecom is always open and has nowhere. It lacks an image that expresses the characteristics of China Telecom: science and technology, modernity, transmission, speed, and development. The pattern has a strong decorative effect, and it has Chinese characteristics and a sense of the times. It can be said to be a classic with modern culture. The work.

The Beijing Palace Hotel's logo is also a leader in this type of design. The Wangfu Hotel is a five-star hotel located in Beijing's Wangfujing. It was originally the residence of the royal residence of the Qing dynasty. The architectural shape of the hotel is of traditional Chinese classical style. Therefore, the logo is composed of geometric figures. "The auspicious pattern is a basic form. After changing into a vertical and horizontal line, it forms a square with vertical and horizontal symmetry. It is interspersed with orderly latitude and longitude, showing the meaning of the standardized management and excellent service of the Wangfu Hotel. In terms of details, the lines of the author's lines at the four corners are intentionally disconnected, intended to portray the word “well”, suggesting the location of the hotel, while the meaning of the word “well” is “inexhaustible and inexhaustible”. The "king" in the middle of the graph is not only the first word of Wufu Hotel, but also represents the king's position in the restaurant. (image 3)

Integrating traditional culture into the logo design not only promotes the self-sustaining of local culture, but also shows great impetus in the world's information exchange. At the same time, it also has positive significance for establishing our country's international image.

The Chinese tradition has always respected the philosophy of living in which peace is the most important thing in peace, wealth, wealth, family and all things. The most vivid image of this philosophy is the “Taiji diagram” - the yin and yang fish hold each other and each other. The inside of the fish is perfectly integrated, and the outer sides of the two fish are perfectly round (Figure 4). Through this “Taiji diagram”, Zu Sheng and the sages told us the truth that in a unity, if it is in the interest of the other party, it will be conducive to the overall unity of harmony, and it will inevitably be beneficial to itself. The "Tai Chi Harmony Principle" is widely applicable and non-exclusive among individuals, families, nations, nations, and even humans and nature. In the concept of design, we refer to this form as "recipe." It is precisely because of the profound meaning embodied in this Tai Chi diagram that the United Nations selected the Chinese traditional Tai Chi pattern as the emblem of the grand event of the World Conference against Racial Discrimination held in South Africa in August and September 2001. The designers performed artistic processing on the Taiji motifs. The yin and yang of the black and white colors added a different level of gray as a transition, symbolizing that although people of different countries have different races, cultures, and regions, they can learn from each other in this world. . This sign not only pushes Chinese culture to the world, but more importantly, it disseminates the principle of peaceful coexistence and the national spirit of solidarity and fraternity that China has always advocated to the world.

The most representative of today is the logo of the 2008 Beijing Olympic Games. From the bid to host the Olympic Games design bid emblem to the official emblem of the Olympic Games, they all fully demonstrated China's characteristics and were unanimously praised by the entire world. The bid for hosting the Olympic Games is made up of five Olympic rings, resembling the "Chinese knot" of Chinese traditional folk arts and crafts, and also resembling a human figure playing Tai Chi. “Chinese knot” symbolizes good luck and good faith. It also embodies the spirit of every Chinese people's heart and soul. Taijiquan is the essence of China's national culture. The whole pattern is flowing, harmonious and lively, full of sense of movement, symbolizing the unity and cooperation of the people of the world. , exchanges, and development, hand in hand to innovate the profound meaning of the century. (Figure 5)

The official logo is even better. The logo is called "China's India-Dancing Beijing". It combines traditional Chinese seals and calligraphy with other artistic forms and movement characteristics. It conveys and represents three layers of meaning: One is Chinese tradition. The seal of cultural characters is used as the main expression of the logo. The traditional Chinese color, red, is used as the reference color of the motif. It embodies the characteristics of Chinese culture, represents the nation and the country, and represents celebration and harmony. Second, the main part of the work resembles the word “Jing”. It also appears that the dancing “man” has open arms. It fully reflects the ancient but modern China, and conveys friendship, sincerity, and enthusiasm. Third, the artist's skillfully morphed into a human form that ran forward to meet victory, fully embodying the purpose of the Olympics to be faster, higher, and stronger, emphasizing the athlete-centered and healthy upward spirit, full of dynamic and vitality. This sign fully expresses the spirit of Chinese culture and the Olympic Games. President Rogge of the International Olympic Committee also praised him as saying that "it not only shows China's history and cultural heritage, but also conveys the spirit of youthfulness and youthful spirit of a great country with a bright future." (Figure 6)

In fact, there are many other such designs, such as the Chinese ancient sword-shaped coins used in the People's Bank of China logo (Figure 7); the emblems of the Dragon, which symbolizes freshness and eternalism, are included in the Dragonair logo (Figure 8). And so on, are well known and loved by people. Just in the small space of logo design, we can appreciate how great the traditional culture has brought us great creative motivation. Not to mention the fact that in other modern cultural and art fields, such examples are too numerous to mention. of. Therefore, traditions do not mean that they are outdated, traditional cultures will not be as bright as sunsets, and the key lies in how we can use them to bring forth new ideas, use them for the past and carry them forward. We cannot just “protect” traditional Chinese culture as historical artifacts. We can’t even regard it as shambling. We can’t even throw it away. What we need is to promote Chinese traditional culture. To achieve this goal, I want to be engaged in every art. Design workers should do our utmost to take up this responsibility.


Author / Guangdong Silk Adult Secondary School

This entry was posted in on