Analysis of the Characteristics of Traditional Symbols in Modern Logo Design (I)

Abstract: The traditional symbol is the materialized form and propagation carrier of the national cultural concept. It has specific connotation and conventional information dissemination function. This is in line with our modern enterprise's logo design requirements, but the design thinking is not solidified. Instead, it seeks a combination of traditional factors and modern factor resonances, so that these traditional styles are inspired by the current humanistic spirit and modern enterprise spirit, thus successfully shaping corporate image. From the perspective of the characteristics of traditional symbols borrowed from modern logo design, the article analyzes the commonalities and interactions between modern symbols and traditional symbols.

Keywords: traditional symbol identification design propagation commonality and interaction

The traditional symbol is the materialized form and propagation carrier of the national cultural concept. It has specific connotation and conventional information dissemination function. The traditional symbol has the common attribute of the common symbol, that is, as the intermediary of load and information transmission, it can be regarded as the element of design. And basic means, through new processing and integration, to achieve the purpose of conveying information. This coincides with our modern enterprise's logo design requirements. Therefore, designers from all over the world often choose the traditional symbol of typical national significance, have a specific meaning and connotation, or can cause a cultural and psychological resonance tradition. Symbols are used in logo design, making the logo more cultural and social. Of course, design thinking is rheological rather than solidified. It seeks a combination of resonance of traditional factors and modern factors, making these traditional styles not only historic and symbolic, but also successful through the current humanistic spirit and modern entrepreneurial spirit. To shape the corporate image.

The use of traditional symbols in modern logo design is not arbitrary. Although traditional symbols and modern logos have similar features in terms of modeling ideas and cultural information dissemination, they are separated by a long history and there are The variables of space and time that cannot be ignored and the ever-changing space-time environment have changed the value forms of traditional symbols, and their cultural values ​​and functions have subsequently undergone fission and sublimation. Therefore, we must grasp how the past has transitioned to modern times and how we are now sublimating to the future. This article will analyze the commonalities and interactions between modern signs and traditional signs from the perspective of the characteristics of traditional symbols borrowed from modern sign designs.

I. Image Cognition In modern logo design, logo graphics convey a certain meaning by selecting corresponding elements as a carrier, and rely on the associative mental ability of the designer to create an accurate graphic representation. Reaching interaction and resonance with the audience is highly similar to the method of creation of traditional Chinese symbols. For example, symbols such as Fang Sheng, Pisces, Ruyi, and Panchang formed through long-term cultural accumulation penetrate into the daily life and cultural psychological core of Chinese people, and have specific meanings and information transmission functions. If Mr. Qiang Qiang conveys the national symbol “Fang Sheng” shape as an element of the company's logo creativity, Fang Sheng has the same wishes, good wishes and auspiciousness in the Chinese culture and tradition, and often combines with the disc leader. The philosophical thinking of sending a long-standing, everlasting, and supporting each other, is a positive and progressive sustenance for a happy and happy life. Therefore, it is widely used in the community. Mr. Qiang Qiang adopted Fang Sheng-shaped as the company's logo and used his title to make his design more emotional and more philosophical about the expression of connotation. For modern logo design, cognition is the key to success. It is the life of the logo. Therefore, the traditional symbols used in modern logo design should have the characteristics consistent with the information required by the enterprise, so that the logo information can be accurately conveyed. .

II. The common plane of design of meaning is essentially the use of print media to convey information. This determines that it must be part of a generalized language. Therefore, the graphic design itself is an expression of the symbol. At the same time, it is based on the symbolic method and the principle of the symbol. From this we can see how important and correct the use of symbols is for achieving the purpose of information transmission. In the logo design, designers use the symbols to convey the subject's information and characteristics to the audience. At the same time, the audience is also verified by the designer's works and their own experience to understand the information and thoughts and feelings that the designers hope to convey.

Obviously, as an intermediary media's logo design work, it now acts as a symbol of the designer's thoughts and feelings, and whether the information that the symbol needs to express can be accurately, quickly, and effectively accepted and recognized by the viewer, it becomes The sign of the success of the design work. This is determined by the designers' accuracy and effectiveness in the selection, combination, conversion, and reproduction of graphic symbols in the design thinking process. As shown in Figure 3, a famous designer from Hong Kong, Chen Youjian, designs a logo for Hong Kong’s Seibu Department Store. The symbol changes the traditional symbol Pisces to the “S” of the Seibu department store’s English name “SEIBU”, and represents the philosophical concepts of Yin and Yang. The experience of the observation of the universe and Vientiane observes that “everything is negative and holds the sun”. This natural law of yin and yang is reflected by the rotating black and white Pisces that grow and fade away, embrace one another, and push each other. The endless vitality of the company, while the fish and the same sound, it also contains more than a year of specific connotations. Fine and accurate, just right. Modern logo design serves the modern commodity economy and society. It must be able to be widely disseminated by the mass media in the masses. The ideal communication effect is that the communicator makes the symbolic content of the sign completely consistent with the meaning understood by the communicator. For example, the Chinese people's common understanding of the significance of the lion's riches, the establishment of the content of modern signs is often constituted by the "symbols" embodying specific meanings. The symbolic form fully implies the content of the symbols. In order to achieve the exact purpose of communication, the significance of the symbol should be truly established, and it must be established on the basis of the acknowledgement of the conveyed person to the United States to embody the content of communication, and it is bound to resonate with the shape and meaning of the symbol. (to be continued)