The Study Of European Heraldic Lion And Its Application In Modern Logo Design

During the development of traditional European art and design, the lion image has emerged from the Stone Age. The lion is not only the creative theme of the architectural sculpture, painting, but also one of the important traditional arts and crafts patterns. The heraldic lion is the most common animal image among all traditional European heraldry graphics, accounting for15%of the existing number of total coat of arms. Heraldic lion is also the earliest animal heraldic graphics. The number of lion attitudes is most abundant in all coat of arms graphics. Today, there are many excellent cases using the heraldic lion pattern elements in European modern logo design, such as the Peugeot logo and the emblem of Chelsea football club. In China, there are many traditional animal patterns which share the same connotation as the European heraldic lion pattern, such as Chinese dragon, tiger, and Chinese unicorn pattern. However, nowadays Chinese designers are often blindly pursuing unconventional logo design, while ignoring our own unique culture. Besides, the inappropriate use of traditional graphic elements is not uncommon in modern Chinese logo design, which leads to contradictions between the traditional cultural elements and logo design essence. Therefore, the study of European traditional lion pattern graphics and its application can help our country to explore the use of traditional Chinese animal patterns graphics in modern logo design.This paper analyzes the interpretation of multi-angle, grasp the implication of its typical shape and the most essential, and the design forms for the inspection summary of the history, to study the formation of the various periods of art and design, change and its convey the design concept, reveal its performance or implied ideological content, as well as the design of symbolic meaning, and thus expand the aesthetic sense of the accumulated into a European nation, and traditional cultural temperament. This paper first discusses the cultural meaning of the lion in the European culture and artistic characteristics to explore the formation of the European lion pattern graphics and art features. Next, sum up the lion pattern graphic design features from the lion-shaped, color, composition, and to explore the lion pattern graphic logo, tourism, commerce and media such as the spread throughout Europe. Finally, we summed the use of advantages of the European lion pattern graphics with modern logo design:the advantages of visual communication, the advantage of the cultural connotations, business or organization image building on the advantages. Excellent example of the combination of the lion pattern graphics in the use of modern logo design, to explore the modern logo design in the three-pronged principle by the European tradition of the lion pattern graphics.