Art Features Study On Chinese Logo Design Since 1990s

Since the 90s the logo design steps into rapid development period. It is getting more diversity and complex that any previous historical period. Meanwhile, it is a mature period that Chinese logo design matches international standards. With socio-economic development and changes in consumer attitudes, the Chinese logo design in the concept has undergone many changes in function, form, language. The trend of Chinese logo design is in accord with the international one for the great influence of the Western culture and their art style. Features of internationalization, emotionalized, personalized, nationalization on logo design language orient logo design into a various development. Multimedia, television, Internet and other new media technology provides a development platform for the dynamic performance of the design. Advances in technology, media changes bring changes on related suitable design shape, the aesthetic and bring a new level with a broader space of development.With the impact of globalization in the logo design, the Chinese logo design pays more and more attention to the viewer's feeling. However, completely international symbol is not entirely suitable for the Chinese market, because the public is strongly eager to sign the form at the back of the cultural dimension of communication. There is an inevitable contradiction between internationalization and tradition. How to lesson both advantages; how to give a full play to traditional ideas, traditional culture, and traditional graphic design in the logo design are orientation of China logo design development in future.