The Creative Recurrence Of The Chinese Traditional Pattern In The Modern Logo Design

We are now in a society of high modernization and informationization. The scientific development and the emergence of new technical materials have brought ideological concept transformation. Chinese traditional culture has been impacted by the unceasing flux of artistic ideological trend from different countries. How to inherit and carry forward the long-standing traditional culture of Chinese nation and how to enable the traditional culture have a conjunction spot with the modern design is just the challenge that the artistic designers are facing. It is an important issue which has been explored and studied in the designing field. Modern logo designs with many Chinese traditional patterns as design elements, the integration of traditional pattern and the modern logo design may enable the modern logo design to be of richer cultural connotation.This paper mainly studies the problem of traditional pattern which is creatively applied in the modern logo design with the literature method, case analysis method, deductive reasoning method, explores the practical significance of logo design blended with the traditional culture and its promotion effect on the logo design. This paper first elaborates the basic situation of the traditional pattern, makes clear what a traditional pattern is, the basic vein of the production and development of the traditional pattern; it carries on the classification to the traditional pattern and expounds the cultural connotation and art characteristics of the traditional pattern. In the second part of the paper it analyses how the traditional pattern has affected the logo design and studies the developing trend of modern logo and the application value of the traditional pattern. In the chapter of innovation utilization of the traditional pattern in logo designs in the third part of the paper the author first analyses the present application situation of the traditional pattern in logo designs, sets forth clearly that the application of the traditional design in modern logo designs is necessary and it is the inevitable tendency as well; next the author analyses the modern logo design, with many examples, that has drawn four aspects of"shape, "prospect","manner,"and"color"from the traditional pattern for reference. At last, the author explores the ways of applying the traditional pattern in logo design.The author has concluded through researching the problem that in the process of designing logos, to inherit the traditional patterns, designers should use the useful parts selectively on the basis of criticism. In performance form they should apply modern designing language, simultaneously, grasp the essence of traditional culture and its true connotation, continuously draw the outstanding of cultural achievements from Chinese nation, so that they can create artistic works which have both national character and epochal character.