| Logo design, known as the "tip work" in visual communication, is playing a more and more important role in the informatization, technicalzation and diversification development of modern society, which conveys information in a strong, refined and concentrated visual art form. In the past long period, under the concept of "less is more" which emphasizes the function and the briefness of form, the logo works were designed with heavy commercial color and the sameness of essence as well, ignoring the psychological and emotional demand of people. Lots of geometric logo works composed of dot, line and surface, lacking the unique character and connotation of their own, result in the poor visual aesthetic and repulsive emotion of people. However, with the coming of "postmodern design" thoughts, especially since21st century, the logo design has become meeting people’s psychological and emotional demand, which insists the functionality and information communication of graphic symbols with tasted and charming works. Based on this kind of phenomenon and trend, this article taking the creating of beauty of artistic conception in modern logo design as a breakthrough point, discusses the significant effects of injecting emotional factors and creating artistic conception beauty in the modern logo design.It is more and more valued to pursuit the mental happiness of people and the inner beauty of works in modern people’s aesthetic and emotional demand. By the combination of objective image visual performance and subjective emotion, the modern logo design could give us ideological enlightenment and mental happiness with formed sentiment and realm of art and the imagination of people. As a starting point, this paper discusses China’s traditional artistic conception theory, and reviews the development trend of the modern logo design, educing the connection of artistic conception and modern logo design, as well as analyzes the performance and characteristics of artistic conception in modern logo design, in order to look for the methods of creating artistic conception in modern logo design based on the classical cases of logo design domestic and overseas with the guidance of aesthetics, design psychology and design art research methods. And at the same time it makes some thinking and prospections about the problems and the development trend of logo design in China.It is of great importance about the subject research to study and explore the beauty of artistic conception in modern logo design deeply. Because, only modern logo works with profound artistic conception could form a strong artistic appeal, deuce people’s emotional resonance, and achieve the support of emotion and the nourishing of mind. Finally, a positive mental state of people is developed with conforming to the tenet of "design for human being". By studying the beauty of artistic conception in modern logo design, this paper aims to enable people to have a further understanding of the Chinese artistic conception theory’s influence on the modern logo design language and thinking, let people experience artistic taste and rich cultural connotation contained by modern logo works, and make the modern logo sign become a real emotional symbol. |
PDF Full Text Request