Research On The Application Of The "form" And "meaning" Of Chinese Characters In The Image Design Of Catering Brands

With the progress of the times,the market of the catering industry has been developing rapidly.The domestic catering industry has been greatly affected by the catering industry from all over the world.The development of the domestic catering industry is facing unprecedented challenges and tests.In order to return to the peak,the national traditional catering industry must construct a catering brand with its own unique charm,and enhance the brand value through brand image design.The purpose of this paper is to explain Chinese characters as an important carrier of Chinese culture.Because of its unique structure and imagery thinking,it has gradually become an important visual element and inspiration source for catering brand image design.The brand image using Chinese character design can not only express unique aesthetics but also highlight the connotation of the nation.On the one hand,this paper provides detailed theoretical and case analysis from the calligraphy elements of Chinese characters,engraving elements,addition and subtraction of strokes,and the combination of structure and composition in brand image design,which provides an important method for Chinese character design in brand image;On the one hand,the "shape" and "meaning" of the core content Chinese characters are systematically discussed in the brand image design,and the analysis analysis application and the combination of the two are analyzed.The paper analyzes the uniqueness of the Chinese character "shape" in the brand design and the extension of the Chinese character "meaning" in the thinking,in order to achieve the blending effect of "shape" and "meaning".The "shape" and "meaning" of Chinese characters provide more ways and means of design for the brand image design of the catering industry.They can also reflect the unique artistic charm and cultural characteristics of Chinese characters in the design of brand image,through the Chinese characters "shape" and "meaning" The design concept enhances the competitiveness of the domestic catering industry brand industry,and usher in a new pattern of catering brand image with Chinese characteristics and national culture.