the significance of integrating Chinese traditional patterns into modern signs

Abstract: Modern logo design, as a logo symbol, reflects different characteristics of nationalities, countries and regions. China's traditional pattern art has a long history. How to use our precious cultural heritage to serve modern logo design, so that our modern logo and traditional pattern can be better combined and inherited.

Keywords: traditional patterns, modern logo design, form and spirit

Text: Tradition is the deposition of culture, without the long-term accumulation and inheritance of culture, there can be no civilization today. China's traditional pattern art has a long history and has developed for thousands of years today. Long before the birth of characters, people began to use pattern symbols to convey thoughts and communicate feelings, such as painted pottery patterns in Neolithic age and rock carvings carved on cliff walls, which not only recorded the initial understanding and knowledge of nature, but also became the earliest pattern art of human beings. China's pattern art not only originated early, but also developed continuously. Although it was fast and slow, it never stopped, such as the gluttonous patterns on bronzes in Shang Dynasty; During the Spring and Autumn Period and the Warring States Period, tadpole script and plum blossom seal script; Phoenix-shaped lacquerware in the Han Dynasty, precious flower patterns in the Tang Dynasty, and later bronze inscriptions. Chinese traditional pattern resources are extremely rich. In their own development and evolution, they have a consistent vein and colorful features. With their diverse and unified styles, they show a unique, profound and charming national tradition and spirit. With the passage of time and the development of history, these patterns have been continuously precipitated, extended and evolved, thus forming a unique traditional art system in China, which embodies the wisdom essence of the Chinese nation for thousands of years and also embodies the unique artistic spirit of the Chinese nation. How to use our precious cultural heritage to serve modern logo design is worth discussing ...

Modern logo design is a kind of mass communication symbol composed of special characters or images. Its basic function is to convey information with patterns, express its inherent quality and characteristics, and use it as a communication medium. The process of logo design is a process of visualizing and symbolizing creativity. Thinking selects, transforms and combines patterns according to design images, and organically associates and codes the patterns to form a specific symbol system. It draws lessons from and uses the original pattern, and endows the original pattern with higher artistic value. Modern logo design is a high-capacity carrier of human civilization and a microcosm of human culture. Throughout history, from the symbols of primitive society to totems, from pictographs of Shang and Zhou Dynasties to seals of Qin and Han Dynasties, and from the cover of Tang and Song Dynasties to the westernized symbols of Ming and Qing Dynasties, all these changes of symbols reflected the historical and cultural situation of the whole society at that time. When we design modern signs, we can borrow those original symbols with symbolic meaning to reflect some interest, emotion and thought; Or change, reorganize and innovate some elements of the original symbol, so that it has the traditional shape and charm, but also has the meaning of modern design; Or infiltrate traditional patterns into modern logo design methods, and then reflect the temperament, spirit and concept of a certain region and a certain nation.

Modern logo design is to show endless interest and thoughts between squares, and to convey strong symbolism and symbolic significance in communication and exchange. In logo design, the reference and application of traditional patterns cannot be understood as simple modification and copying. Taking its "shape" is naturally not a simple copy, but a re-creation of traditional modeling. On the basis of understanding, this re-creation is to transform, refine and apply some elements in traditional modeling with modern aesthetic concepts, so that traditional patterns can be continuously extended and evolved, so as to get the patterns they want; Or apply the traditional modeling methods and forms to modern design to express the design concept and also reflect the national personality. If China's modern design art wants to find its own way, it must be based on the tradition of China, and the success of some famous designers in Hong Kong fully illustrates this point. However, inheritance doesn't mean sticking to the rules. Thousands of years of civilization history has left us a colorful art treasure house, but blindly indulging in the traditional infancy and simply pursuing "takenism" in our design, without the injection of fresh blood, will lead to the stagnation of the development of national traditional art, and ultimately only leave a large number of antique copies in our era, without any design.

it is inevitable to inherit the tradition, but how should we inherit it? First of all, we need to think deeply about the traditional plastic arts in China, and we can analyze and apply them from three aspects: form, meaning and spirit.

shape, that is, drawing his modeling method from Chinese traditional patterns. Logo design is not only a practical design, but also a pattern art design. It has similarities with other means of pattern art expression, and has its own artistic laws. In order to make the logo visually beautiful, we should give full play to its unique means of expression. Such as breaking up, cutting, dislocation, variation, homophonic, polysemy, inversion of positive and negative shapes, the pursuit of pattern integrity, sense of movement, multi-purpose curves, scattered perspective, etc., and the use of borrowing pens and shapes, in addition to developing connotations, form a good visual aesthetic feeling, reasonable space, reasonable proportion and reasonable reality. After reasonably applying the aesthetics of modern logo design, the elements in traditional patterns are transformed, refined and applied to make them full of the characteristics of the times. In the process of logo design, we should attach importance to and use shape. As Mr. Chen Hanmin said: "Paying attention to the role of signs and improving the level of logo design are not the same thing after all. Any metaphor or symbol is not a metaphor itself, but it is visualized and deepens its connotation to some extent. " Therefore, in logo design, if there is a lack of characteristics, the image is ordinary, and it is just a patchwork of patterns and words, it is far from visualization and deepening connotation, and it will not produce good works. Chinese traditional patterns are rooted in China's national and regional traditional artistic origins, and they are different from modern patterns in many ways.

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Jin Daiqiang, a Hong Kong design master, can be said to be a good model after deriving traditional pattern elements and applying them to modern logo design (Figure 1). Under the guidance of the company's "people-oriented" concept, the standard of his "Jin Diqiang Design Co., Ltd." adopted the traditional auspicious pattern of "Fang Sheng" which represents "unity and mutual communication" as its basic framework. The prototype of the standard is "Fang Sheng", which is a unique auspicious cultural pattern in China. It expresses the good will of being United and connected with each other, and is often combined with the pattern of "Pan Chang" to convey the long-standing, endless and complementary philosophical thoughts. This is a positive emotional sustenance for the pursuit of a happy life, so it is widely used among the people. However, Mr. Jin Diqiang's keen visual perception and his profound understanding of the connotation and charm of traditional patterns made him not copy the original shape truthfully, but extracted, derived and recreated the shape, which made the standard more oriental and more suitable for future use. This is not a successful inspiration for us! Therefore, when evaluating the bid, Chen Hanmin said: "I think the success of Mr. Jin's design is, firstly, the combination of nationality and modernity, and it is natural and appropriate, without far-fetched feeling; Second, the company standard pays attention to the concept, which has a large capacity and is full of philosophy for people to associate; Third, the image can be varied and applied well. Of course, this is first of all the original title' credit'. "

Meaning mainly refers to symbol. Behind Chinese traditional patterns, there are more and deeper auspicious meanings. The reason why people repeatedly describe a pattern in the past dynasties is not only because of its aesthetic appearance, but also because of the deep symbolic meaning behind the pattern symbols we can see. The pattern symbols are just the external way to express these internal meanings, which is the "externalization of ideas". At first, most of these meanings originated from nature worship and religious worship, and then derived auspicious symbolic meanings such as expecting "life reproduction, wealth and recreation, eliminating disasters and eliminating disasters". It is precisely because of people's longing and expectation for a better life and their persistent pursuit of this "meaning" that "shape" can be passed down from generation to generation. For example, the logo of China Unicom Company (Figure 2) is to adopt the shape of "Pan Chang", one of the "Eight Auspiciouss" originated from the eight treasures of Buddhism, and take its implication of "a long history, endless life and complementarity" to show that Unicom Unicom's communication career is inexhaustible and everlasting. The four squares in the logo shape symbolize extending in all directions and all the best; The six circles symbolize the same road and smooth everywhere; And the 1 empty spaces in the sign have the meaning of fullness and perfection. The application of this auspicious fable adds some cultural flavor and affinity to the design of the pattern.

God is to integrate the essence of China culture into modern design. Whether it is the childish bird pattern and frog pattern on painted pottery, the grim gluttony on bronze ware or the elegant phoenix pattern on lacquerware in Han Dynasty, after a long time of elutriation, it still shows an amazing vitality and touches us modern people. The inheritance of this charm comes from China's traditional concept of modeling, that is, the unique philosophy and aesthetic consciousness of the Chinese nation. On the basis of mastering the traditional pattern language, we further analyze and study the philosophical thought of China's traditional culture, grasp China's humanistic spirit, and combine with the contemporary social needs to create a mature, brand-new and original artistic language that expresses the spirit of a national culture. It is a shallow development and promotion of traditional modeling, and the creation of a new national form needs us to get rid of the materialized aspect of aesthetic tradition and enter the p>2

Conclusion: China has a long history and culture of 5, years. Traditional patterns are the crystallization of our ancestors' wisdom and an inexhaustible source. Only tradition is the inherent and practical development foundation of the nation. Traditional pattern is an inexhaustible artistic treasure house of modern logo design. Developing modern logo design in China on this basis is an important bridge for China's modern logo to go to the world and the world to know China, and it also has a prominent position and value.

References:

1. Lv Zhongyuan and Peng Niansheng's China logo creativity (m) Hubei Publishing House

2. The meaning of totem and logo in the 16th issue of packaging design Liu Lin

3. Chinese traditional patterns and graphic design in the 1th issue of packaging design Xiang Yanqiao

4. ool.net/design/pinglun/show_pinglun.asp?. pinglun_id=279