The Application And Innovation Of Auspicious Chinese Culture In Brand Design

Distinguished with others, brand is always used in commodities or services which operators takes into production, manufacturing, processing, selection and promotion .It is composed by characters, graphics or their integration with distinct characteristics. Brand is widely applied in all social areas, symbolizes the window to the outside world in the enterprises and companies, and reflects the deep concepts of activity characteristics, culture deposit and operation. According to the strategic brand program of enterprises, brand design combines the name and graphic with industrial feature and enterprising spirit which is never been invented. The history of brand in China can be dated to the form of the direct selection of auspicious pictures and titles. Most modern brand design gets materials and inspirations from traditional Chinese elements, especially from auspicious Chinese culture. So it represents the need to traditional culture and national spirit .By studying the issue on how to learn from the traditional auspicious culture in modern brand design, the following is discussing the real meaning in the integration between modern brand design with traditional national culture and its promoting function. The essay also tells us how to think about the standing of local culture design in globalization and develop great design concepts with national characteristics which can fully embody the national culture values and meanings.The need to traditional auspicious culture in modern brand design can be described into two sides which is also discussed in the writing. More than that, it also explains the innovation of"form","meaning"and"image"of Chinese auspicious pictures in brand application, which provides the basis of further discussion from the above three bearings on aesthetic experiences and values of traditional auspicious pictures in modern brand design . Aiming the application of auspicious Chinese culture in modern brand design, it analyzes certain problems from many angles, such as the market probe, real exploration and information searching .To resolve these problems, it suggests us to combine with the reality, that is on the basis of accurate grasping and further expounding, we should achieve the modern transformation of traditional form.