Research On Imagery Thinking In Brand Logo Design

We are now living in an information age with science and technology developing rapidly and cultural exchanges are getting increasingly frequent.Currently,various countries are eagerly trying to promote their cultural essence aboard,thus leading to the design trend gradually wander back to traditional style.The national features are back to be the mainstream on account of that trend.It is simply unacceptable to copy the formal symbols in traditional culture all the time if we want to nationalize and internationalize the brand logo design.In order to make the Chinese original creations stage onto the international platform,designers may may strive to combine and mix the objective images and subjective feelings together so as to create truly symbolic work with artistic beauty."Most of the creative thinking in the range of human activities that are familiar by mankind are expressed by images," said the famous scholar Rudolf Amnheim.Imagery,which is the unity of the subject and object,is a combination of several factors such as emotions and reasons.The imagery theory lies at the core of eastern aesthetic ideas.Moreover,the imagery thinking is also an innovative way of divergent thinking.From the perspectiveof thinking,the logo design is accordingly categorized into the field of imagery thinking as well.In other words,it is an innovative thoughts pattern which use “physical object” to express “abstract concept” and use“abstract concept” to create“physical object”.The mode of making use of the imaginary thinking to constitute the brand logo design gives the symbolic image of the image and symbolized graphical language connotation.Therefore,the grasp of imaginary thinking and expression capability of visual language is mastered,and the visual information can be conveyed to each audience accurately.However,the imaginary thinking is a skill obtained through the active process of learning,understanding,recognizing of different ideas and items by artists and designers.Unlike the nurturing of professional skills,its main purpose is to improve one's innovation capability by detailed dissection of objective items by the virtue of cultivating the imaginary thinking and making full use of the human imagination and personal emotions.In addition,developing imaginary thinking skill itself is the most important way for artists to improve their innovative capability.So we can say that the imaginary thinking also plays a crucial role in the brand logo design.It can be said that the imagery thinking in oriental aesthetics give birth to the brandlogo design thinking.