It is an important part of logo design with strong artistic expression and visual appeal, and it is also a new direction of logo design in recent years.
Chinese characters, as a visual symbol of information media, contain a specific modeling concept. People convey information by means of the unique meaning of words, and through the understanding and understanding of the form, they will be transformed into sounds other than the form. Therefore, communication and understanding of the true meaning of information transmission are generated.
Characters include Chinese characters, letters and numbers. Because of their strong cognition, the characters convey information directly and clearly, and they have always been loved by the audience.
This paper mainly talks about the specific application of Chinese characters in logo design.
First, the history of the basis and premise characters of Chinese character logo design is almost synchronized with human beings. Its birth is also one of the important signs of the beginning of human civilization.
We are in the Chinese language system, and our daily work and life can't be separated from Chinese and Chinese characters. Chinese characters are an important carrier for transmitting information and a symbol of oriental culture, especially for China culture. After thousands of years of development and evolution, Chinese characters not only enable social culture to be inherited and accumulated, but also the fonts themselves are changing. With profound cultural connotation and unusual artistic charm
Chinese characters have six configuration characteristics in their origin, such as pictogram, knowing, referring to things, transferring notes, and borrowing. For example, pictogram is an abstract expression after analyzing something. Humans are often used to directly express or explain the situation of things by visually reappearing the image of objective things with pictures. After carefully observing things, our ancestors abstracted the most essential and representative parts of things and created pictographs. However, knowing is to combine two or more Chinese characters into meaningful words, one of which remains the same, and the other is composed differently, such as the words "pao" and "pao". If the word "bao" remains the same and different radicals are used, the meaning of the words will be very different, that is to say, in addition to the literal content, the words also have spiritual connotations, such as giving people emotional factors such as association, excitement and memory. The process of character evolution is also the process of character design.
Chinese characters have the basis of image and highly generalized identification from the beginning. When acquiring knowledge and information through characters in a complicated society, it is by no means the first to recognize "meaning" but the first to depend on the visual "shape" of characters. The shape of Chinese characters itself is an abstract symbol, and the static language is a pattern that has evolved through development. Chinese characters have experienced thousands of years of evolution. Gradually, from pictograph to symbol, from simple to complicated, and from complicated to simplified and standardized, after a long period of tempering, simplification, synthesis and generalization, seal script, official script, grass script and model script have been continuously developed, forming a unique carrier of expression and expression. Tens of thousands of Chinese characters have different meanings and different forms, which give people different aesthetic feelings. Although Oracle Bone Inscriptions in ancient times is far from the current characters, However, the structure of characters still conforms to the principle of pattern aesthetics.
With Chinese characters as the matrix, distinctive trademark signs can be designed. If we combine the forms of line, grass, official seal, seal script and so on in traditional calligraphy and use modern design techniques, the signs can have strong national characteristics.
Seal cutting is also a long-standing art of character design in China history, with the application of calligraphy style, the conception of printing and the style treatment. It has created rich languages and diverse techniques for the design of character signs.
Chinese characters are based on graphics and hieroglyphics, and then developed into a trinity of sound, form and meaning. It has the advantages of summarizing and refining ideas and aesthetics in graphics and ideography, and has become a very effective design element. This is consistent with the logo's success in modeling and connotation.
These provide good conditions and ways for logo design in Chinese fonts and the creation of the national style of the logo, which is an inexhaustible treasure for designers.
Second, the design methods and ways of Chinese logo generally use more rigorous and standardized artistic characters (decorative words). There are also many traditional seal cutting and calligraphy
1. Decorative characters are decorated and changed on the basis of the basic glyphs of Chinese characters (such as bold and song style).
Its characteristic is to get rid of the constraints of the glyphs and strokes of printed fonts to a certain extent, and use the characteristics of "pictograph" and "knowing" of Chinese characters to transform the structure of glyphs into graphic images, or add other images to point out the theme. Using exaggeration, increasing or decreasing the image of strokes, variant decoration and other methods, the font is reconstructed, and the beauty of form is reflected through the stippling and font structure of the text itself, which reflects the beauty of brushwork, structure and artistic conception, that is, the decorative font with freehand brushwork in form
has the advantages of being beautiful and generous, easy to read and identify, and wide in application range in the visual recognition system; The strokes of decorative fonts also have a strong emotional color
For example, fonts made of thin lines are easy to be associated with products such as perfume and cosmetics, and the round and smooth fonts are often used to express food, drinks, washing supplies, etc. The bold fonts and strokes are often used to show the strength of enterprises; The angular font is easy to show the personality of the enterprise, etc.
A well-designed font is not only different in appearance from ordinary printed fonts, but more importantly, it is designed according to the personality of the enterprise or brand, and the shape, thickness, connection between words, unified modeling and other aspects of strokes are carefully and rigorously planned, which is more beautiful and more distinctive than ordinary fonts
In the process of implementing corporate image strategy, many enterprises and brand names The font logo design with unified corporate name and logo has formed a new trend
The corporate name and logo are unified. Although there is only one design element, they have two functions to achieve the effect of conveying information synchronously by vision and hearing.
The logo designed by Mr. Wang Guolun for the 1992 international auction originated from the font image of the word "Pai", which is a standard Song typeface, and the ingenuity of creativity lies in the replacement of strokes. Replace the top of the "white" with a small hammer with the most characteristics of the auction industry, with a "hammer" fixed to indicate the transaction, and visualize the auction site. The shape and meaning are highly refined and summarized, which makes people clear at a glance, while the circle of the outer frame symbolizes the authority and seriousness of the auction venue. The graphic font is one of the important means of Chinese character logo design.
The logo of Beijing National Musical Instrument Factory designed by Mr. Yu, a senior high school, The traditional Chinese character "Le" is combined with the shape deformation of gongs, drums, sheng and other musical instruments.
The logo expresses the meaning by words, which makes people feel like they are in the ocean of folk music, and fully summarizes the operating characteristics of the musical instrument factory.
2. The design forms of calligraphy characters can be divided into two types.
One is to directly use traditional calligraphy fonts or celebrity inscriptions, and the other is to highlight visual personality. Pursuing a certain meaning of traditional calligraphy and deliberately designing
calligraphy characters (including seal cutting) based on calligraphy skills, compared with standard printing fonts,
calligraphy has a history of more than 3, years in China, and it has already developed into a colorful calligraphy art, which can be enjoyed and cultivated, and its content is also very rich. From the font, the calligraphy style is different, true, careless, official and temperament. The official script is straight, simple and ancient, exquisite and elegant; Regular script is steady and dignified; The cursive script is concise and coherent, and the pen is flying and turning; Running script is unrestrained and graceful
The creative activities of calligraphers and practitioners of calligraphy art throughout the ages have endowed Chinese characters with rich connotations and presented colorful artistic styles, which not only reflect the beauty of the calligraphy author's self-cultivation and artistic conception, but also have unparalleled advantages in the writing of any other nation in the world. Absorbing the achievements of calligraphy art can enrich the font content. Improve the artistic effect of the font itself
The "emblem for the Olympic bid" designed by Mr. Chen Shaohua also applies the perceptual and free calligraphy brushwork effect in the expression technique
The design with calligraphy font has a specific visual impact, which is novel, lively and full of changes in the picture
However, calligraphy font will also bring some difficulties to the visual system design, such as whether it is in harmony with other patterns when the system is integrated. Whether it is easy to identify quickly, etc.
The emblem of the Olympic Games, the Chinese seal, dancing Beijing, is conceived as the word "Jing", which is combined with the traditional seal of China and sports features. After artistic exaggeration and deformation, it is skillfully transformed into a human figure running forward and dancing to meet victory, vividly showing the enthusiasm and sincerity of Beijing to welcome guests from all directions with open arms, while the shape of people is similar to the charm of "Jing".
The seal with strong China charm appeared in China as early as four or five thousand years ago, and it is still a widely used form of social integrity, which implies that beijing will realize its solemn promise of hosting the best Olympic Games in history.
The border processing uses the irregular method of seal cutting to make the overall appearance full and simple and heavy, and the characters Beijing and 28 are in the style of Chinese bamboo slips, which is natural, simple and smooth. It is integrated with the emblem graphics and the Olympic rings
The emblem of Beijing 28 Paralympic Games is "Heaven, Earth and Man", and the graphic part of the emblem shows the zigzag of the Chinese word "Zhi" with the brushwork of calligraphy, which means that it will eventually achieve its goal and succeed after going through ups and downs; At the same time, the figure is like a gymnast jumping forward, and like an athlete spinning in the air on a pommel horse, which embodies the concept of sports.
China's writing, calligraphy and Paralympic spirit are integrated into one, which embodies China's traditional culture and modern Olympic spirit, and has profound China's traditional cultural heritage.
The emblem of the Paralympic Games "Heaven and Earth Man" uses Chinese characters as the emblem pattern. The emblem of the Olympic Games "Chinese Seal Dancing Beijing" takes the seal as the emblem pattern. Both Chinese characters and Chinese seal are the most typical elements of China traditional culture, which are full of China cultural characteristics. They echo each other in thought and artistic style, and the logo is a visual language. The use of visual images to express ideas
The use of Chinese characters for logo design is limited by its own word-building characteristics. However, the number of strokes of Chinese characters is very different, so it is difficult to blend with the graphics, and the structure is complex, the form is too square and rigorous, so it is difficult to play artistically freely, and the plasticity is poor.
The key to design lies in a word "Qiao", and sometimes it is even impossible to meet.
"Encounter is impossible to meet" is a principle of design, that is, it must be based on objective conditions from conception to form, and the performance is natural and reasonable. Don't be far-fetched.
Cleverness comes from the designer's exploration of potential objective conditions and reasonable skill application.
The design idea of "what can be met but not sought" is not in a passive position, but respects objective conditions, and achieves the perfection and unity of subjective and objective in artistic content (meaning) and form (shape), which is also a universal law in artistic creation.
In design, we should emphasize the whole, omit details and start with basic strokes. The image should be beautiful, pleasing to the eye and enjoying the beauty. The expression method should be novel, unique, reasonable and appropriate. Don't forcibly change or even distort the strokes in order to suit a specific form. Be clever, natural, easy to recognize and read without causing misunderstanding, which is more conducive to information dissemination. As an identifying symbol, practicality is the meaning of marking independent existence. Due to the functional needs of logo design, the selected characters should also have strong representativeness and unique personality, with rich connotations, so as to strengthen the spiritual meaning of the characters, because the brand name is sometimes confused with other prefixes in terms of its prefix, which affects its visual recognition.
Chinese characters have a long history, and they are beautiful graphics, with a strong sense of symbols and high artistic modeling value.
Mr. Lu Xun once said that China characters have three beauties: beauty in meaning. Sound is beautiful to feel the ear; Beauty in form and sense in eyes
Signs designed with Chinese characters have the characteristics of simplicity, beauty in meaning and rich structure, so that people can directly understand their symbolic significance through themselves
With the development of China national culture by China design circles, many successful Chinese character logo designs have been produced, which carry forward the essence of oriental culture and embody the unique ideas and wisdom of China people
Leading the trend of the times and creating their own unique design art with their own unique visual thinking mode.