Application Of Chinese Character Word-Formation Thought In Brand Identity Design Abstract

Chinese characters are the cornerstone of the continuation of Chinese culture.They have been continuously developing and evolving from the wisdom of ancestors for thousands of years.While Chinese characters are created and used,the Chinese character word-formation thought is also constantly being concluded and precipitated.With the connection of word-formation thoughts and methods,Chinese characters evolves into a huge symbol system with great cultural meanings.The word-formation thought of Chinese characters plays a crucial role in sending messages carried by Chinese characters precisely.It runs through the process of creating,evolving and presenting Chinese characters.It also guides the extraction of phonetic and glyphs from the object world,and constructs the correspondence and connection of ‘sound',‘shape' and ‘meaning' so that the audience can comprehensively understand the message in context.The process of creation and evolution of Chinese characters is the also the realization process of its symbolic development under the guidance of its word-formation thought.This symbolic development shares similarity of the process of creating and shaping brand symbol in modern brand identity design.The brand identity design is to establish the connection between brand image and people through the corresponding design techniques and transmission channels,so that the brand image develops into brand symbol and then the brand's deep awareness,accurate communication and widely spreaded are achieved.The creation of a brand identity and Chinese characters both aim to accurately convey information and complete its own symbolic development.Based on the relevance of brand identity design and Chinese character creation,Chinese characters word-formation thought has certain guiding and enlightenment on the aspects of thinking and method during the process of brand identity design.The paper using the origin and the evolution of Chinese characters as starting point,this essay elaborates various theories on the origin of Chinese characters,the relationship between Chinese characters and drawings and the connection between Chinese characters and symbols such as charm.It outlines of the development history of Chinese characters and the path of Chinese characters' evolution and development.It mainly analyzes the word-formation thought of Chinese characters from the perspective of the Chinese characters' origin.It illustrates how word-formation method is generated and used in presenting object world and accurately conveying messages.Also based on the cross-over study of conventional design methods and the related theory of modern brand identity design,by paying attention to the deep value of traditional culture,combining with the relationship between brand identity design and the purpose of accurately conveying information with Chinese characters,it shows how the how Chinese character word-formation method might be useful in guiding brand identity design.During the brand identity design research,planning and implementation,the analysis of applications of word-formation method can provide a broader idea on brand culture promoting and brand symbol shaping and establishing.