| The increasing requirement to enhance the brand image in modern enterprises and institutions, regional, urban, and so on, the importance of brand image design is widely recognized. Logo design is brand image design, brand image design of the core element of mark the success or failure of the design is especially important.This article from the angle of the design to the designer's perspective on modern logo design into the application and calligraphy elements were analyzed systematically. Based on the logo design, analyzes the concept of the art of calligraphy, find its historical origin, from the source to the logo design and the relationship between the art of calligraphy were analyzed and summarized, obtained logo design has great origin and the art of calligraphy from the theory, there are a lot of the same or similar place in history. Lay a theoretical foundation for the following research. This article from two angles of the symbol into calligraphy element are analyzed. A point is the analysis of the present situation of calligraphy elements into the industry from different signs. Another point is analyzed from different types of marks. Through a large number of different types of case selection, detailed analysis on the representative case, from Summed up the commonness of certain design rule or aesthetic direction, and summarize some problems that need to pay attention to and avoid and so on. At the end of this paper to sign calligraphy elements were studied. Summed up the logo design in the integration of the principles of calligraphy elements, analysis of the logo design with the applicability of the performance of different styles of calligraphy, but also to sign into calligraphy elements of innovative approaches and ideas are summarized. At the same time, to mark the role and significance of calligraphy elements of design is expounded.The paper has certain methodological significance to the design conception of the logo, and it can be a reference to the teaching of logo design. |
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