Research On The Application Rule Of Chinese Traditional Auspicious Graphics In The Modern Logo Design

We live in a world whose feature are global economic integration, information technology, digital technology, and cultural diversity, as the way conveys the information flow, intuitive and easy identification , graphics are paid more and more attention to. In the 21st century, reading graphics Era is obviously coming and absolutely influence and even change our life, Therefore, as the representative of the countries, enterprises and the logo of the product's image, its role and influence is ever more important. However, in domestic logo design field now, due to the influence of the world economy integration and the impact of foreign cultural, there is a worrying sign that Chinese designers' concept and design elements are often copies of the Western image and lack of national character and innovative. In fact, the traditional auspicious graphics resources are extremely rich we can learn from. In the long development and evolution of the Chinese nation's history, they not only format a consistent thread of thought, but also had a variety of features, showed a unique, profound and charismatic spirit of the nation in a diverse and unified style. With the time passing, some of these graphics constant precipitating, extending, and changing, gradually formed a special Chinese traditional arts system. The system embodies the wisdom of Chinese nation over the millennia. It is the essence of art and embodies Chinese nation unique artistic spirit; the traditional succession is necessary and inevitable. They should not be excluded or ignored in our modern design arts. It can be said that the formation of any new things should be built on the foundation of traditional. The Chinese modern design arts embark on a path of their own, absolutely inseparable from China's traditions. So it is obviously a new challenge that researching and applying Chinese traditional auspicious graphics in the modern logo design.This paper starts with the related concepts of logo design and Chinese traditional auspicious graphics, introduces those definition, origin, development and the current status of the Chinese traditional auspicious graphics' application in the modern logo design. According to the basic characteristics and form features of Chinese tradition graphics, with the author' examples using traditional Chinese Graphic in the course of the logo design recent years, it sums up principles and methods of Chinese traditional auspicious graphics will be used in modern design. This paper seeks to describe that Chinese traditional auspicious graphics are the valuable cultural heritage of ancient china, it carry forward the spirit of deep context. As modern people, we can not sever them. So studying on the application of Chinese traditional auspicious symbol in the modern graphic design not only reflect an exploration and innovation to the modern logo design, but inherit and carry forward the Chinese traditional culture. We hope it have a certain draw on the theory and practice of significance in exploring other areas of modern design.