Its characteristic is that it is freed from the constraints of the glyphs and strokes of printed fonts to a certain extent, and uses the "pictographic" and "understanding" characteristics of Chinese characters to transform the structure of the glyphs into graphic images, or add other images to highlight the theme. It often With rich imagination, we use techniques such as exaggeration, increasing and decreasing stroke images, and variant decorations to reconstruct the glyphs, and reflect the beauty of the form through the stippling and glyph structure of the characters themselves, embodying the beauty of the strokes, structure, and artistic conception, and also It means "using form to express freehand meaning". In the visual recognition system, decorative fonts have the advantages of being beautiful, easy to read and identify, and having a wide range of applications; the strokes of decorative fonts themselves also have strong emotional color. For example: fonts composed of thin lines can easily remind people of products such as perfumes and cosmetics. Thick and smooth fonts are often used to express food, beverages, cleaning supplies, etc.; while thick and thick fonts and strokes are often used to express food, beverages, and detergents. The strength of the company is strong; and angular fonts can easily show the personality of the company, etc. Carefully designed fonts are not only different in appearance from ordinary printed fonts, but more importantly, they are designed according to the personality of the company or brand. The shape, thickness of the strokes, the connection between the characters, and the unity of the shapes are all carefully considered. With careful and rigorous planning, it is more beautiful and distinctive than ordinary fonts. In the process of implementing corporate image strategy, many corporate and brand names tend to be identical. Unified font logo design of corporate names and logos has formed a new trend. The corporate name and logo are unified. Although there is only one design element, it has two functions, achieving the effect of conveying information visually and audibly simultaneously. The logo designed by Mr. Wang Guolun for the 1992 International Auction originated from the font image of the word "Pai". Instead of a small hammer that is characteristic of the auction industry, the final sound of "hammer" indicates a transaction, and the auction venue is visually represented. The form and meaning are highly refined and summarized, making it clear to people at a glance. The circle shape of the outer frame means the auction venue. Authority and seriousness, graphic fonts are one of the important means of Chinese character logo design. The logo of the Beijing National Musical Instrument Factory designed by Mr. Gao Gaoyu is a deformation of the traditional Chinese character "乐" combined with the shapes of gongs, drums, sheng and other musical instruments. The logo conveys the meaning with words and conveys the spirit with pictures, 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. Calligraphy logos The design forms of calligraphy logos can be divided into two types. One is to directly use traditional calligraphy fonts or celebrity inscriptions, and the other is to specifically design based on calligraphy skills in order to highlight the visual personality and pursue a certain meaning of traditional calligraphy. Calligraphy characters (including seal cutting) are compared to standard printing fonts. Calligraphy has a history of more than 3,000 years in my country. It has already developed into a colorful calligraphy art that can be appreciated and played with, and cultivates one's temperament. Its content is also very rich. In terms of fonts, the calligraphy styles are diverse and Different, Zhen, Cao, Li, Zhuan, Han Bamboo, Wei Stele, etc. have their own aesthetic meaning and formal structure. Seal script is strong and vigorous, dignified and solemn; official script is square and straight, simple and ancient, exquisite and elegant; regular script is steady and dignified; cursive script is concise Coherent, the writing is flying and round; the running script is free and easy, and the posture is clear and clear. The creative activities of calligraphers and calligraphy art practitioners of past generations have given Chinese characters rich connotations and presented colorful artistic styles. Not only are the dots and dashes structurally beautiful, but they can also reflect the calligrapher’s own accomplishments and the beauty of his artistic conception. It has a unique reputation in the world. The characters of any other nation have unparalleled advantages. Absorbing the achievements of calligraphy art can enrich the content of fonts and improve the artistic effect of the fonts themselves. The "Olympic Bid Logo" designed by Mr. Chen Shaohua also uses a perceptual and freer calligraphy brushstroke effect in its expression technique. The design using calligraphy fonts has a specific visual impact, is novel, lively, and has rich changes in the picture. However, calligraphy fonts will also bring certain difficulties to visual system design, such as whether they are coordinated with other patterns during system integration, whether they are easy to identify quickly, etc.The Chinese Seal of the Olympic Games, the dancing Beijing, is conceived as the word "Beijing", which combines the traditional Chinese seal with the characteristics of sports. It is exaggerated and deformed through artistic techniques, and cleverly transformed into a running forward, dancing to welcome The victorious moving human figure vividly expresses Beijing's enthusiasm and sincerity with open arms to welcome guests from all over the world. The shape of the human figure also resembles the charm of "Beijing" and contains a strong Chinese charm. The seal appeared in China as early as four or five thousand years ago and is still a widely used form of social integrity to symbolize that Beijing will fulfill its solemn promise of hosting the most outstanding Olympic Games in history. The border processing uses the missing edge and special-shaped technique of seal cutting to achieve a full and simple and heavy overall appearance. The words "beijing" and "2008" are in the style of Chinese bamboo slips, which are natural, simple and smooth, and are integrated with the emblem graphics and the five Olympic rings. The emblem of the Beijing 2008 Paralympic Games is "Heaven, Earth and People". The graphic part of the emblem uses calligraphy strokes to show the zigzag shape of the Chinese character "Zigzag", which means that after going through ups and downs, the goal is finally achieved and achieved success; at the same time, the graphic part is like a gymnast jumping forward. , and like an athlete spinning in the air on a pommel horse, embodying the concept of movement. The integration of Chinese characters, calligraphy and Paralympic spirit embodies traditional Chinese culture and the spirit of the modern Olympic movement, and has a profound heritage of traditional Chinese culture. The Paralympic Games emblem "Heaven, Earth and People" uses Chinese characters as the emblem pattern, and the Olympic Games emblem "Chinese Seal·Dancing Beijing" uses a seal as the emblem pattern. "Chinese characters" and "Chinese Seal" are both the most typical elements of Chinese traditional culture and are full of Integrating the characteristics of Chinese culture, the two echo each other in ideology and artistic style. Logo is a visual language that uses visual images to express ideas. The use of Chinese characters for logo design is limited by the characteristics of its own character construction, and its shape and shape are much more difficult than the shape of Latin letters. Latin letters have few strokes, and their structure and shape are simple and concise, which conforms to the law of visual simplification; while Chinese characters have too many strokes, which makes it difficult to blend with graphics. The structure is complex and the shape is too square and rigorous, making it difficult to express freely and plastically artistically. Poor. The key to design lies in the word "smart", which is sometimes something that can only be met but not sought. "It can be met but not sought" is a principle of design, that is, whether it is from conception to form, it must be based on objective conditions, the expression should be natural and reasonable, and avoid being far-fetched. The ingenuity comes from the designer's exploration of potential objective conditions and reasonable application of skills. The design idea of ??"can be met but not sought" is by no means a passive position, but respects objective conditions and achieves the perfection and unity of subjective and objective artistic content (meaning) and form (shape). This is also a universal law in artistic creation. . When designing, we should emphasize the whole and omit details. We should start from basic strokes and inject graphic factors. The shape of the font should be clever, and the image should be beautiful, pleasing to the eye, and enjoy the beauty. The expression techniques should be novel, unique, reasonable and appropriate, and should not be used for the sake of suitability. Forcibly changing or even distorting the strokes in a specific form must be clever, natural, easy to recognize, easy to read, and not cause misunderstandings. This will be more conducive to information dissemination. As an identifying symbol, practicality is the meaning of the independent existence of the symbol; because The function of the logo design requires that the words selected should also have a strong representativeness and unique personality, and the connotation should be rich to strengthen the spiritual meaning of the words, because the name of the brand sometimes differs from other prefixes in terms of its prefix. Create confusion and affect visual recognition. Chinese characters have a long history and are themselves beautiful compositions with a strong sense of symbolism and a high degree of artistic modeling value. Mr. Lu Xun once said that Chinese characters have three beauties: the beauty of meaning touches the heart; the beauty of sound touches the ears; and the beauty of form touches the eyes. The logo designed with Chinese characters has the characteristics of simple shape, beautiful meaning and rich structure, so that people can directly understand its symbolic meaning through itself. As the Chinese design community promotes Chinese national culture, many successful Chinese character logo designs have been produced. These logos promote the essence of Eastern culture and embody the unique ideas and wisdom of the Chinese people. Leading the trend of the times with our nation's unique visual way of thinking and creating original design art with our own characteristics are important tasks entrusted to us by the times and the nation.