In The Context Of Globalization, The Diversified Expression Forms Of Modern Logo Design

Logo design is the visual core of the enterprise brand design, which is also the specific symbol of fashion. Under the background of globalization, there appears the homogeneity phenomenon of the product and the brand, while the consumers have a strong esthetic taste for innovation, which makes the logo design move to the diversified expression forms. As a result, it has indispensable necessity to analysis and summary the diversity of expression forms in modern logo design, which provides reference for Chinese designers to create design works that meet the era demand.Combined with the massive actual cases, follow the longitudinal development process and expand horizontal analogy analysis, we make a summary for the diversified expression forms of modern logo design: polymorphous serialized form,no marks, emotional expression, the use of traditional cultural elements, minimalism,hand-painted, multidimensional performance, fonts, different textures of the comprehensive form, diversified carrier form. Based on the analysis of the diversified expression forms we have mentioned above, we then make several beneficial enlightenments for China’s contemporary logo design and the implementation of brand strategy: conform to the trend of globalization, make full use of the new technology, materials and means of communication; based on the thinking of globalization, carry forward the essence of local culture; focus on consumers’ psychological demands, pay attention to emotional expression; make enrichment and development of polymorphic serialization forms, lead the trend of brand development.The last is to dare to innovate, dare to break through, make active seek to new form of language, which brings more guidance and inspiration for the establishment of the brand in China.