A Study Of The Cultural Connotations And Formal Characteristics Of The Circular Symbols In Logo Designing

Nowadays, the logo has already become one of the essential cultural symbols of our social life. It is like an excellent and silent salesman. Every successful logo is embodiments of the designer’s endless efforts and unique wisdom. We can always easily find out the cases of characteristics of circle in the complicated world of numerous signs. Circles with its unique visual aesthetic feeling and gently beautiful curves occupy an important position in our visual aesthetic field. The spiritual and cultural connotation motivated by the circular logos is of high importance in the traditional culture in our country. The family culture mainly embodied by reunion arouses many people’s filial thoughts. The concept of harmonious and unified world symbolized by completeness continually has inspired our Chinese people to go forward. The circle elaborates the scientific nature of the universe in the meaning of endless movement. The concept of getting along with people friendly and harmoniously promoted by Confucianism has deeply influenced later generations. Therefore, it is safe to say that scientific and cultural value of the circle is the source of inspiration in the process of logo designing.In the second chapter, the article by trace round humanities history meaning and science attribute, try to analyze the circular image value from various angles; The third chapter using the square and round to compare the first analysis of circular elements as a symbol and is the cause of the love the common people; The fourth chapter and the fifth chapter specific from different area in different periods of circular logo(including the logo that made by author), analysis the background environment round as a logo design elements of the implication and characteristics in the form of show.In a word, The circle is inclusive and varied. The artistic charm released by circle the logo design in different form of designing remains to be explored and analyzed in detail for designers. In the previous literature studies, the analyses of the circle are mainly made at culture or philosophical level. From the beauty of circular modeling and humanistic meaning perspectives, this paper tries to explore the diversity of forms and the scientific art of the circle as a visual element in the practical application of the logo designing through the analyses of the cases of classical logos and aim to evoke the deep spiritual connotations of circles in the domain of designing in the new background.It is hope that the artistic charm of circle in the artistic designing, especially the logo designing can be revealed through the exploration of the nature of circle. And thus it can provide scientific and aesthetic guide for the subsequent development of logo designing and make contribution to the development of the artistic designing.