It is closely related to commercial activities. Pre-Qin classics record that the Shang ancestor Wang Hai once drove an ox cart to the north bank of the Yellow River to conduct inter-tribal commodity transactions. At that time, talents were usually led by "Wang" This kind of exchange of goods was carried out. In this initial commodity trading activity, there were already primitive commodity signs. Many cultural relics showed the surname, name and place of origin of the producer, which is the origin of our country's trademarks. For example: In the middle of the Warring States Period, "Wule Gongming Ming" type inscriptions began to appear in large numbers on bronze vessels. This type of inscription generally has a small number of words. What is recorded is mainly the year of the vessel, the name of the official in charge of making the vessel and the name of the worker. .Since this kind of name often appears in commodity exchanges, it has more similarities with modern signs.
The seals that began in the Yin and Shang Dynasties also have the nature of signs. Seals were used in the Warring States Period. It has been widely used. It was originally used as a voucher when exchanging goods. Later, it was mostly used for sealing mud. Sealing mud is mainly used to seal slips, official documents and letters. To keep secrets, there are many seals and seals unearthed in Mawangdui, Changsha: Tomb No. 1 has 1 wooden seal of "Concubine Xin Zhui". There are 30 seals with clear handwriting, including 27 seals with "Biaohou Jiacheng"." 2 pieces of "Youwei", 1 piece of "Kou Bianzhi"; Tomb No. 2 has "Long Chuixiang", "Seal of Marquis Bian", 1 gold and bronze seal of Gui Niu Po. 1 jade seal of "Li Cang": Tomb No. 3 has There are seven or eight seals with text on them. Most of them are "Penghou's Family". These seals and seals indicate the identity and status of the owner of the tomb. The existing pottery from the Warring States Period also has the manufacturer's surname, place of origin, and owner marked on it. Seal imprints and other contents. Although seals and imprints are mostly in the form of words, the nature of their marks is unquestionable.
In addition, imprints are also common on ancient Chinese lacquerware and porcelain. Some of the early Western Han Dynasty lacquerware unearthed in Yaojiagang are stamped with words such as "Chengshicao" and "Shifuzao", and some have the words "Tian" and "Huang" engraved with needles, indicating that they came from the famous lacquerware production area at that time. Chengdu. "Tian" and "Huang" are the surnames of the lacquer workers. This type of imprint is very common in Chinese porcelain. The celadon Huzi of the Three Kingdoms period is inscribed with "Made by Yuan Yi, the master of Yu in the 14th year of Chiwu". The soul bottles of the Western Jin Dynasty have the words "Chu Shining used this Linyi descendant, Sun Zhengli, Gao Chenquan to make four works". As commercial porcelain, Changsha kiln porcelain also appeared with advertising slogans such as "Zheng's Xiaokou is the best in the world." ", etc. In addition, there are practical names such as "Oil Box", "Chen Jiameichun Wine", "Wahuo Laoxing" and other practical names. In the Tang Dynasty, Xing Kiln white porcelain can also be seen on the white porcelain such as "Wang" and "Hanlin". In the Song and Yuan Dynasties, The markings are more abundant, such as the "Yongqing Kiln Record" on the Longquan celadon from the famous kiln in the Northern Song Dynasty, and the "Duan Family Hezi Record" and "Wu Family Hezi Record" on the Jingdezhen Blue and White Porcelain. These marks can be called these. Examples of ancient Chinese trademarks.
Copper plates were used to print trademark advertisements during the Northern Song Dynasty. There is a piece of copper plate used by the "Jinan Liujia Kungfu Needle Shop" to print advertisements at that time. It is 18.4 centimeters long and 13.2 centimeters wide. It is framed by double lines. In the middle is a white rabbit holding a mortar and a mortar. There are four regular scripts on each side, "Recognize the white rabbit in front of the door as a note." There are seven lines of regular script in the lower part. Yangwen, four characters per line: "Buy high-quality steel bars. Made of fine needles, it is suitable for use in the house. Passengers transfer to vendors. Don't be too generous. Please remember. "Because it is rich in pictures and texts, and has all the elements that a modern trademark should have, it is considered to be the earliest and most complete ancient trademark in my country. Since then, with the continuous improvement of productivity, trademarks have been further developed. In addition to text and picture trademarks that emphasize quality and other content, there are also trademarks with auspicious meanings that cater to consumers' psychology (Figure 1-27). For example, the "plaster" sign hanging in front of a drug store is painted in black. There is a "Pisces" pattern under the round "plague", which means that the disease will be cured by the medicine. Some people also use "Crane and Deer in Spring" to symbolize good health. From then on, the Yuan, Ming and even the mid-Qing Dynasty implemented the "emphasis on agriculture and suppression of commerce" for a long time. There have been no major changes in the development of policy trademarks.
(1) Evolution from complexity to simplicity
The development of logos pays more attention to the expression techniques and techniques of the logo. The graphic elements make the logo have a more prominent visual effect.
(2) Evolution from concreteness to abstraction
In today’s rapidly developing society and people’s fast lifestyle, simple and abstract logos are more likely to be remembered by viewers. Therefore, the design of the logo is more creative and aesthetically pleasing.
(3) The evolution of color diversity
Colors are richer, gradients are widely used, and logos are more glossy.
(4) Flatness tends to be three-dimensional
As the core of the corporate image recognition system, the logo is also an important part of the graphic system. The development of logos is becoming more three-dimensional day by day. The three-dimensional expression technique makes the logo rich and the visual effect more prominent.
The development of a logo is a process of integration of designs and diversification of design styles. As a commercial product, the design method of a logo is secondary, and the purpose is the first. More emphasis should be placed on making it commercial.
The concept of modern logos is more complete and mature, and a complete system has been established for the promotion and application of logos. With the advent of the digital age and the rapid development of network culture, traditional information dissemination methods and reading methods have faced unprecedented challenges. The concept standards of efficiency and time have also been redefined. In this case, the style of the logo has also developed towards personalization and diversification. For logo creators and designers, a concise logo symbol must express dozens of times more information than before. Classic logos coexist with avant-garde and exploratory designs, and the tolerance of design is expanded.
The measurement standard of social economy is no longer just the quantity of goods, the quality of performance, and the presence or absence of types. The accuracy and speed of concept communication have become the new measurement standard and the key to victory. It can be said that the times have provided an unprecedented practical space for logo creation. Based on this, the comprehensive consideration of the uniqueness and recognizability, rationality and sensibility, personality and uniqueness of the logo has become an effective path for designers to pursue success. Summarizing the social and market situation, logos can be roughly summarized into the following development trends:
1. Personalization
Various logos are competing for their own vision in the vast market space. Market, attract customers. Therefore, how to stand out among many logos, be easy to distinguish, easy to remember, and have personality has become a new requirement. Personalization includes the personalization of consumer market needs and the personalization from designers. Different consumers have different aesthetic orientations, different products have different feelings, and different designers have different creativity and performance. Therefore, on multiple platforms, personalization has become an irreversible trend for both the consumer market and designers.
2. Humanization
Since the end of the 19th century, due to the influence of the Industrial Revolution and the Bauhaus design style, design has tended to be mechanized and has the cold feeling of the large industrial era. With the development of society and the diversification of aesthetics and attention to people, humanization has become an important factor in design. As the famous American industrial designer, design historian, and design educator Pross said: "People always think that design has three dimensions: aesthetics, technology, and economy. However, the more important one is the fourth dimension: human nature!" The same is true for logos. , should be based on psychological needs and visual preferences in terms of shape and color to be more humane and targeted.
3. Informationization
The characteristics of the information age make today’s logos different from those in the past. In addition to indicating brand or corporate attributes, logos also require richer visual effects, More vivid shapes, images and color elements that are more suitable for consumer psychology, etc. At the same time, by integrating various aspects of the company's comprehensive information to translate and create its own unique design language, the logo can not only vividly and appropriately express the corporate philosophy and corporate spirit, but also coordinate with the market to visually stimulate and attract consumers, assisting in publicity and Sale. Logos become the visual link and bridge between the message sender and the message receiver. Therefore, the accuracy of the analysis of the information content becomes the way for the logo to win.
Colors and other aspects tend to be humanized and targeted.
4. Diversification
The diversification of ideologies has made the artistic expression of logos increasingly diversified: there are two-dimensional flat forms, public semi-three-dimensional relief concave and convex forms; There are also dynamic neon signs; there are realistic signs and freehand signs; there are rigorous signs and there are conceptual signs. With the advancement of network technology and the development of e-commerce, network logos have become an increasingly popular new logo form.