Discussing Modern Mascot Design From Brand And Passion

Modern Mascot is not only a kind of artistic forms,cultural phenomenon, but also a kind of visual brand component. With the spread of brand concept in west, Modern mascot got wide-ranging application in business, and gain enormous commercial profit. In our country, however, the value and function of modern mascot haven't been reach unanimous identify. We study and discuss the design of modern mascot from the angle of traditional mascot culture and modern cartoon and is lack of systematical study in objective relationship of modern mascot design and brand."People are the yardstick of all kinds of everything". Forerunner Plato's saying is the one and only way of reading modern mascot. Modern mascot derived from totem worship from time immemorial and appears based on human requirement. Totem is earliest artistic forms. It expresses spiritual connotation with artistic forms from substantial requirement. Two basical functions of totem are : symbolic and special ethnic group features,the communication of preternatural power. These embody two basical goals : the difference of competitor the establishment of consumer's emotional association."We exist because of our goal". Modern mascot leeches on to commercial attribute owned by brand derived from totem worship, gains economical nutrition and cultural infiltration, turns into extensive visual symbol in modern society. Modern mascot realizes the communication with consumer more compatible and all-round from commercial angle so it brings up locked-in emotion's consumer's emotional association; it embodies different cultural attribute and ethical emotion of different areas people from cultural angle; it inspects and verifies everlasting belongingness in spiritual and substantial aspect of human.This paper study and discuss valuable orientation of the design of modern mascot : "the unification of form and function","the normalization of tradition and modern era" from theoretical and practical angle. The design of modern mascot start from consumer's emotion , reaches the faultless balance of foam and function,tradition and modern,substance and spirit at last; it combines modern requirement with popular expectation so it can perfectly embody world demand of the design of modern mascot.