Analysis On Concrete Figure In Logo Design

With the integration of the world economy, logo as a symbol of communication is facing new opportunities and challenges. Logo is not a identification symbol which only depends on the product. It breaks through the traditional and becomes to express enterprise philosophy and culture. It has played a decisive role in the creation of the enterprise brand image and the enterprise marketing strategy. Since the beginning of last century, in the influence of modernism design philosophy "less is more", logo develop gradually toward the simple rational development trend. Performance object of logo always choose abstract geometric graphics, letters and numbers. Technique expression of logo pursuits balance and unity form. However the similar image and the lack of personality of logo hinder its communication strength. With the development of the satisfaction in the material, the spiritual and cultural needs become increasingly important, which contribute to the humanity development of logo. In the fierce competition of economic globalization, we need to turn the cultural resources into industrial economy and the culture property into entity property, which further promote the culture in logo design. Through the research of application and advantage of concrete logo in the design, it inspired the logo design to diversity and uniqueness.This paper takes the application of concrete figure logo as the research object. It introduced the classification, characteristics and design principles of the logo design. It analyzed the features, development process and the image selected range of concrete figure. The choice of performance object determines the expression of logo. It summarized three logo expressions according to the choice of performance object in logo. Through the analysis of actual design case, it summarized main configuration mode of concrete figure logo, which is the way to turn creative into specific expression. It started from the feature of concrete figure, sought appropriate modeling, made creative to specific, vivid, rational logo, which break through the geographical and cultural limitations, and accurately convey the information of concrete logo. By comparing with abstract figure logo and literal logo, it summarized the advantages of concrete figure logo on the visual representation and information communication by its unique object selection and configuration mode in the actual design.In addition, it discussed the inheritance of China concrete figure on the traditional culture. It summarized the main way of modern concrete figure logo for traditional concrete figure in extraction of form, transmission of meaning and grasp of romantic charm. It emphasized the significance of modern concrete figure logo which use traditional concrete figure for reference to inheritance of the traditional culture and establishment of China characteristic logo style. In the end, by innovative outlook of the concrete figure logo, it further inspired the development of concrete figure logo in the future.It chooses four furniture brands which call for bids of logo design in the network. In the design process of the image select, expression of technique and configuration mode, it sees the method described before as a theoretical guide. It combines with the selection of China traditional figurative image and the reference and inheritance of China traditional culture. In addition, it verifies the feasibility and guidance of the theory by the final logo.It considered concrete figure logo has functionality and irreplaceable superiority in the application than others. The application of which is the connection of modern design conception and traditional cultural connotation. It always can make a successful surprise.