The Chinese Characters In The Modern Logo Design

The visual image of the Chinese Character design reflects the profound cultural foundation and perception of a designer. Only if we seek to integrate the external representation with the potential internal image function, forming a duplex structure of mutual communication between all kinds of information and culture, can the work be endowed with everlasting vitality. This article attempts to analyze the successful cases which are widely influential, such as the emblem of Beijing Olympic Games, the emblem of World Expo in Shanghai and the symbol of Hangzhou city, specify their shape, color, meaning and connotation, figure out the application of Chinese characters in modern logo design, and discuss their application in the image of the landscape and market development potential, form a more comprehensive design awareness and orientation, thus promote the overall visual design and media concept extension.