Research On The Design Of The Confronted Beasts Pattern In Modern Chinese Trademarks(1911-1949)

From the end of the 19th century to the beginning of the 20th century,due to the political,economic and cultural invasion of Western countries,a large number of imported daily goods entered the domestic market,and quickly integrated into the consumption life of the people with its advantages of high quality and low price.After discovering the huge consumer market behind it,the national capitalists began to produce and sell Chineseized "foreign goods".In order to cater to the Chinese people’s psychology of advocating the quality of foreign goods,its trademarks mostly have Western elements,so the development trend of trademark design has begun to diversify-there are trademarks full of traditional Chinese elements,there are trademarks full of Western modern elements,and there are trademarks that combine Chinese and Western styles with unique styles.Among these trademarks,there is a category of "the Confronted Beasts Pattern " theme,the pattern is derived from the traditional Chinese auspicious pattern and the Western coat of arms in the "supporters" image,in the modern period of Huayang mixed,these two patterns intersected and changed,so that the beasts pattern trademark has both the image of the Chinese auspicious beast and the posture of the shield beast;It not only incorporates the meaning of Chinese auspicious patterns,but also contains the spirit of Western shield beasts;It contains elements of traditional Chinese culture,coupled with new design styles imported from the West...To this end,this thesis takes the art of beast pattern design in modern trademarks as the title,and explores the specific application of two different Chinese and Western "Confronted Beasts Pattern" in trademark design.The introduction of the first chapter of the thesis focuses on the review and analysis of related research fields,the definition of relevant noun concepts,and the understanding of the research status of Chinese beasts and beast patterns and Western heraldry and the relevant records of beast pattern trademarks in modern China,so as to pave the way for thesis writing.The second chapter of the thesis will trace the history of confronted beasts pattern in China and Western heraldic shield beasts,and count the number of Chinese and foreign confronted beasts trademarks registered in modern China,such as the number of uses of confronted Long patterns,confronted lion patterns and confronted deer patterns,and also count the number of uses of animal pattern trademarks in 10 different industrial and commercial fields.The third chapter of the thesis will analyze the design concept of beast pattern trademarks,first from different perspectives in China and the West,and finally explore the connotation of confronting trademarks under the cultural exchanges between China and foreign countries.The fourth chapter of the thesis will discuss the form and style of beast design in confronted beasts trademarks,and analyze the transformation of beastl pattern images and their image connotations that continue to appear in the field of graphic design.The fifth chapter of the thesis concludes by discussing the importance of traditional culture to the development of contemporary trademarks and the significance of confronting beasts patterns to the development of contemporary graphic design and trademark design.