Comparative Analysis Of Famous Universities' Logos Between China And The West

University logo is not only a concentrated expression of the image of a university, but also the cohesion and carrier of its spirit, history and culture. Famous universities generally refer to those with a long history, good academic standards and social influence. Therefore, the signs should have characters of being unique, artistic and representative.Through comparative analysis of signs of the famous university in the West and China, it has been found that western universities originating from the European cultural traditions of the Middle Ages, have formed a nature of being far from secularism and not utilitarianism in their own process of development, thus creating a unique spiritual and cultural character of the western university logo. In the late 19th century and early 20^thcentury, with the increase of national crisis, Chinese universities of mainly learning technology-based Western society emerged one after the other in our higher schools and then the real sense of modern Chinese universities came into being based on the wish of"national salvation"and under the guidance of the thought in the Westernization Movement—"based on traditional Chinese values and aided with modern Western management and technology". Logos of modern Chinese famous universities, which developed gradually by imitating and consulting the logos of Western universities, show clear western patterns as well as strong characteristics of nationalization and have a very significant impact on the overall style of logo design of contemporary Chinese university. Logos of contemporary well-known western universities have common aspects in the performed content, shape, style, means of artistic expression and performance techniques and also have their own national characteristics. Compared with the famous logos of the Chinese famous universities, the logo design of the western well- known universities is more complete and mature.In logo design of the contemporary universities, designers should follow the principles of content integrity, outstanding personality, bright colors and clear symbolic meaning, and through the artful conception and design, they will be able to design a sign with a profound meaning by combining the symbolic image, color and text together according to the university's educational philosophy, school characteristics, and the accumulated precipitation and the human spirit in the process of school running.