Discussion on Chinese Character Logo Design (2)

2, calligraphy characters logo

Calligraphy characters can be divided into two types. One is the direct use of traditional calligraphic typefaces or celebrity inscriptions, and the other is the use of calligraphy techniques as a basis for the design in order to highlight visual personalities and pursue some sort of meaning in traditional calligraphy.

Calligraphy characters (including seal engravings) are relative to the standard printed fonts. Calligraphy has a history of more than 3,000 years in our country. It has long since developed into a colorful, calligraphic art that can be appreciated and cultivated. Its content is also very rich. From the typeface, the style of the book is divided and the styles are different. Different, truth, grass, philosophers, philosophers, han jian, and wei bian have their own aesthetic meanings and form structures. They are vigorous and honest, and dignified and dignified; the books are folded, the ancestors are old, elegant and elegant; the books are stable and dignified; the cursive script is concise. Coherent, sleek and round; running in a book, sway, posture sparse. The creative activities of ancient calligraphers and calligraphers have given rich connotations to Chinese characters, and they have shown a variety of artistic styles. Not only is the structure of the points and structures very beautiful, but also the self-cultivation of the calligraphers and the beauty of the artistic conception are reflected in the world. The incomparable advantages of the writing of any other ethnic group can absorb the content of the calligraphy art and enrich the font content and improve the artistic effect of the font itself. Mr. Chen Shaohua's "Australia's logo" has also applied a perceptually more liberal calligraphy calligraphic effect.

The use of calligraphy fonts to design, with a specific visual impact, new, lively, rich changes in the picture. However, the calligraphy font also brings certain difficulties to the design of the visual system, such as whether the system is integrated with other patterns, whether it is easy to identify quickly and so on.

The emblem of the 29th Olympic Games ---- China, India, and the dancing Beijing, was conceived as a "Beijing" character. It was combined with traditional Chinese seals and movement characteristics. It was exaggerated and distorted by artistic means and subtly transformed into a forward. Running and dancing to the sports figures that greet the victory vividly shows that Beijing welcomes the enthusiasm and sincerity of all guests with open arms. The shape of the people at the same time resembles the charm of the “Beijing” and contains a strong Chinese flavor. The seal had appeared in China as early as four or five thousand years ago, and it is still a widely used form of social integrity. It means that Beijing will fulfill its solemn commitment to host the best Olympic Games in history. The border processing uses the nicked edgeless shape technique to seek fullness and quaintness of the overall shape. The BeiJing and 2008 characters adopt the style of Chinese character bamboo slip text, which is naturally concise and smooth, and is seamless with the emblem graphics and Olympic rings.

The emblem of the Beijing 2008 Paralympic Games emblem “Heaven, Earth,” and the graphic part of the emblem show the Chinese character “zhi” in the strokes of calligraphy. Its zigzag twists and turns mean that it has reached a goal through success and failure to achieve success; at the same time, the graphic seems to be a gymnast that jumps forward. The athlete, like another athlete who is spinning in the volley of the saddle, embodies the concept of sports. Combining Chinese writing, calligraphy and the Paralympic spirit, it embodies the Chinese traditional culture and the spirit of the modern Olympic Games. It has profound Chinese traditional cultural heritage.

The emblem of the Paralympic Games “Heaven and Earth” uses Chinese characters as an emblem, and the emblem of the Olympic Games “Beijing in China, India, and Dancing” uses a seal as an emblem. “Chinese characters” and “China and India” are the most typical elements of Chinese traditional culture. With Chinese cultural characteristics, the two echoed each other in ideological and artistic styles.

The logo is a visual language, using visual images to express ideas. The use of Chinese characters for logo design is limited by the characteristics of its own characters. Its shape is more difficult than the Latin alphabet. The Latin alphabet has few strokes, simple and concise structure and shape, and conforms to the laws of visual simplification; while the strokes of Chinese characters are very different, they are difficult to blend with the figures, and the structure is complex. The form is too strict and precise, and it is difficult to exert artistic freedom. Poor. The design is key to a "smart" word, and sometimes it can even be met without a request. "Can be met without seeking" is a principle of design, that is, from the concept to the form must proceed from the objective conditions, the performance of natural and reasonable, should not be forced. Ingenious from the designer's exploration of potential objective conditions and the use of reasonable skills. The design idea of ​​“can't meet the demand” is definitely not in a passive position, but respects objective conditions and achieves the perfection and unity of subjective and objective content in art (idea) and form (form), which is also a universal law in artistic creation. . Design should emphasize the whole, omitting the details, starting with the basic strokes, injecting the graphical factors, the fonts should be clever in modeling, the image should strive to be beautiful, make people pleasing and enjoy the beauty, the expression should be novel, reasonable, appropriate, and not suitable The specific form and the forced change of strokes, even distortion, should be clever, natural, easy to recognize, easy to read, not cause misunderstanding, so that it is more conducive to the dissemination of information, as a sign of recognition, practicality is the sign of the existence of independent significance; The functional requirements of the logo design, the selected text should also have a strong representative and unique personality, the content should be rich in order to strengthen the spiritual meaning of the text, because the name of the brand will sometimes be prefixed with other prefixes. Confusion occurs, affecting its visual identity.

The history of Chinese characters goes back to ancient times. It is itself a graphic composition of beauty, with a strong sense of symbol and a high degree of artistic modeling. Mr. Lu Xun once said that there are three kinds of Chinese characters in the Chinese language: meaning beauty, affection, beauty, hearing, and beauty. The logo designed with Chinese characters has the characteristics of simplicity, Italian beauty, and rich structure, enabling one to directly understand its symbolic meaning. With the development of Chinese national culture by the Chinese design community, many successful logo designs have been produced. These signs have promoted the essence of Eastern culture and embodied the unique ideas and wisdom of the Chinese people. To lead the trend of the times with the unique visual thinking of the nation and to create original design art of its own characteristics is an important task entrusted to us by the times and the nation. Nationality is the world, and Chinese characters will surely occupy an important position in the world's trademark and logo design with its unique form and beauty.

Source: Packaging and Design Author: Zhang Jun