1976-2001 China's Native Landmark Developmental Rheological Research

From the totem symbols of the primitive tribes to the inseparable part of enterprise CI strategic system,China's local logo has undergone a long process of evolution.But it only took twenty-five years after the China ' s reform and opening to realize its real modernized transformation(from 1976 to 2001).During the twenty-five years,the development of the Chinese local logo was separated from the influence of the political environment and stepped into a new period of development.It can be said that the period is the ice breaking period for Chinese local logo design,and it is also a new starting point for the design of Chinese modern logo.Taking China's local logo from 1976 to 2001 as the object of study,the topic divides the development of Chinese local logo design from 1976 to 2001 into two stages,guided by the development of social and economic policies: recovery period from 1976 to 1992 and growth period from 1992 to 2001.Firstly,the paper traces the history of the local logo,and then analyzes the driving factors and development status of the logo design in different periods after the end of the Cultural Revolution,combined with the methods of longitudinal study,comparative study and so on.By summarizing the events that have important impetus in the logo design field,the paper makes a grooming analysis of the overall development of logo design from 1976 to 2001,and summarizes the characteristics of each stage.Then,the conclusion that the Chinese local logo design has gradually become formal and professional in this period is reached;Although unity,harmony and simplicity are still the main keynote,the diversity of performance has begun to be highlighted;With the gradual introduction and popularization of CI brand strategy in enterprises,the local logo gradually deviated from the narrow and stereoscopic way to become an important part of CI strategy system.However,the blind admiration to western design led that China's local logo design once lost its identification of self identity at this time,lacked of core competence.Finally,on the basis of these,the paper puts forward some thoughts and suggestions on the development of Chinese local logo design and the construction of independent brand,and launches the corresponding application practice in view of how to protect the valuable history of the local logo design transformation from 1976 to 2001,so as to provide some theoretical reference and guidance for the design and development of Chinese local logo and the construction of independent brand.