Research On The Interpretation And Design Of Brand Logo's Deductive Text Under The Circumstances Of Digital Media

Digital media brings a new experience of information interaction for people living in the information society.The maturity of technology has made the integration of traditional graphic design(static)and traditional image(dynamic)in the category of brand logo deduction.For brand logo design,the integration of time dimension makes it have the attribute of video,which can carry more information than it used to.For image(video)production,the introduction of CIS strengthens the symbol attribute of the image,making the image meaning more systematic and more controllable.If the essence of the brand symbol deductive design is regarded as a process of coding the brand information,then,the experience(watching)behavior of the brand symbol is necessary for the decoding process of the meaning level of the communication.In this paper,a single and complete viewing behavior interpreted by the viewer for brand logo is regarded as a link in the interactive experience event involving brand cognition.By borrowing the connotation of the concept of "construal" in cognitive linguistics,this link is analyzed,and the behavior of the concept of brand symbol deduction is understood based on the "cognitive reference point principle",and this phenomenon is referred to as the "reference understanding" of the brand symbol deduction.Then,under the three dimensions of Hermeneutics "text","interpretation" and "understanding",the "cognitive event regional model" and "cognitive reference point principle" are used to deconstruct the communication of the brand symbol deduction,so as to seek the brand symbol deduction design method which is more convenient for human acceptance and more suited to the development of the times.