Research On Traditional Image Elements In Chinese Modem Logo Design

In the information society, the rapid development and popularization of network and information dissemination technology makes the logo as a sign of information carrier enrichment that plays an irreplaceable role in modern society. The logo conveys meanings, emotion and instructions by accurate and refined image as a special way that human use to communicate and contact and meanwhile connects people’s life closely.The traditional image element is an important part of traditional Chinese culture and artistic performance of the cultural accumulation during the past different Chinese history period, which is inheriting Chinese unique artistic concept and also is symbolic meaning of the spirit of people yearning for a better life. In this culture psychology’s guidance, the people’s daily life, concept and aesthetic consciousness have been influenced from the thought to behavior by the rich form and outstanding symbol meaning of the traditional image elements. Logo is a special symbol that formatted in the history of social development, recording the people’s life, social changes and ideological changes. Its content and cultural features reflect a country or region’s concept of value, moral tradition, life style, aesthetic tropism. So, the traditional culture of our own nationality should always be the environment and background for Chinese logo design.In the modern society, the strengthening of national awareness makes China design also present a trend of culture regression, people have realized more and more on the importance of inheriting and developing traditional culture. The development of Chinese logo design must be based on the national culture, using traditional image elements in logo design is the important embodiment of culture regression. People should look for the connecting factor between the traditional image elements and the modern logo in information dissemination, the spiritual concepts and aesthetic culture, and also we should do more traditional fusion and innovation, show profound cultural connotation, rich symbolic significance and set up personalized image. So that to make the logo have more cultural symbol recognition and timely aesthetics, those can reflect the inner character and culture value of the enterprise, institution, organization that the logos represent, and also could enhance its appeal and permeation across the region, language and word obstacles, finally send the information to different people accurately and rapidly and show the visual perception of oriental affection charm.The thesis mainly starts from combing the changes of the Chinese modern logo design during different historical period, sets the research on the developing trend’s requirements for Chinese traditional culture as foothold. Through combing different kinds of traditional cultural expressions, summarize the composition of the traditional image elements from graphics, word and color. Search for culture value of the rich formation and culture orientations of Chinese traditional elements and how does it influence on the unique design style and national cultural charm of Chinese modern logo design. Then discuss in sublimation and shape of traditional image elements by four aspects:"form","meaning","momentum" and "spirit", probe into the way of the performance of traditional image elements in the application of logo design through the theory and examples, realize the fusion of traditional culture and modern design concept. This paper analyzes the traditional Chinese image elements in the performance and symbol meaning of logo design characteristics, discuss it different from expressions of other logos, can not only help us more comprehensive and more in-depth study the performance of connotation of traditional culture in Chinese modern logo design from the point of view of the professional practice, but also help the art creators open up new ideas in applying traditional elements in innovation performance of logo design, and has important practical significance.