Examples are given to illustrate the application of China's calligraphy seal cutting in design.

Especially worth mentioning is the emblem of the 2008 Beijing Olympic Games. The design was carefully selected from 1985 Chinese and foreign candidate emblem works, and was named "Chinese Seal Dancing Beijing" after being approved by the International Olympic Committee.

The Olympic Games is the biggest and most influential sports event in the world. Its emblem should be recognized not only by the people of the host country, but also by the whole world. "Dancing Beijing with Chinese Seal" has done this. International Olympic Committee President Rogge once spoke highly of: "The emblem of the Beijing Olympic Games will become one of the most striking and familiar symbols in the world, and also one of the most outstanding and meaningful symbols in the history of the Olympic movement." She takes seal as the main form of expression and uses China traditional calligraphy to express it. Simple and elegant, it embodies the profound cultural charm of China for thousands of years. Because the theme is sports meeting, it is smart and warm. The word "Beijing" of art naturally represents Beijing, the venue of the Olympic Games. At the same time, the clever incarnation is human, running forward and dancing enthusiastically, which not only embodies the Olympic spirit, but also expresses the beautiful vision of China/KLOC-0.3 billion people for the Olympic movement and the enthusiasm and sincerity of welcoming visitors from all directions. It skillfully combines the characteristics of China with the elements of the Olympic Movement, and is a model of making foreign things serve China.

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The Application of China Traditional Cultural Elements in Modern Logo Design

In the field of art design, due to the influx and infiltration of various new ideas from abroad, our inherent values and aesthetics have been shaken. Make our works farther and farther away from national individuality and lose the right to speak; Similarly, the description of tradition without sublation has also led to the stagnation of the development of national crafts. Therefore, how to understand the relationship between traditional plastic arts and modern design, make it more widely and deeply applied in modern design, and create diversified design trends after the trend of "international design style" is a topic faced by a new generation of designers.

First, China traditional visual elements and modern logo design

As an important part of modern visual communication system, logo design expresses the spirit and concept of specific things, events, scenes and images through special graphics. When people see the logo, they will naturally associate it, thus creating a sense of identity with the brand. In the whole process of corporate image communication, it is easy to be recognized and remembered because of its high frequency and wide application. Throughout the history of modern design, many famous and creative logo designs contain the essence of the national culture and the spirit of the times of an enterprise or group in their concise and clear formal beauty. It plays an important role in an enterprise and group.

In modern logo design, China's plastic arts inherited China's traditional art view. It is different from the western aesthetic taste that emphasizes vividness and vividness. It pays little attention to "realism" and "vividness", and pursues the romantic and elegant realm of "artlessness" in artistic conception. It is both concrete and abstract; It is both vivid and charming. It is certain and uncertain. The interest of the work has ambiguous and ambiguous aesthetic effects. In recent years, the integration of China traditional cultural elements into modern logo design has been favored by designers.

The success of the Olympic bid logo is the best example: the five-star, five-ring and pictographic Chinese knot, combined with the essence of China's traditional culture-Tai Ji Chuan, makes the logo as vivid and harmonious as running water. The work not only embodies the modern design concept, but also embodies the national aesthetic value orientation and historical and cultural characteristics. It fully demonstrates the artistic charm of the close combination of traditional cultural concepts and modern logo design.

1, the application of Chinese characters in modern signs;

The ancient Chinese characters have spanned thousands of years and are still full of vitality and unique artistic charm. Chinese characters are square characters based on hieroglyphics and evolved over a long period of time. Through pictographic, knowing and other six means to convey a specific meaning. In addition, the expressive features of "graphics" and "symbols" can be said to be the most primitive symbol forms. At the same time, the different expressions of Oracle Bone Inscriptions, Zhuan, Li and Kai also provide rich visual elements for modern signs.

The emblem of the 20 10 World Expo is based on the Chinese character "Shi", which means that three people embrace each other, symbolizing "you, me and him", expressing the concept of "understanding, communication, gathering and cooperation" of the World Expo, and is permeated with the spirit of the Chinese nation advocating harmony and polymerization. The word "city" in China's calligraphy is similar to the word "Beijing" in the seal cutting of the emblem of the 2008 Beijing Olympic Games. The logo of Heilongjiang TV station uses the word "dragon" in a row. The dancing and exultation of the dragon body is very masculine, and it also shows the glory of the descendants of the dragon from "jumping in the deep" to "flying into the sky". It can be said that Chinese characters, as a very effective design element and symbol, come down in one continuous line, winning by modeling and connotation.

2. Seal cutting has gradually become a design element of modern symbols.

Seal cutting is a unique art category in China. Its different external forms, such as Zhu Wen and clay seal, as well as the rich and varied styles of Indian artists in the past dynasties, have created a myriad of weather in the square inch. Seal is a kind of power and an obligation, which is both a solemn agreement and a promise of good faith. Therefore, the emblem of the 2008 Beijing Olympic Games chose the seal (Xiao Zhuan), a symbol of China's traditional culture, as the main pattern of the emblem, which was a major breakthrough and innovation in the design history of the Olympic emblem. The ancient seal symbolizes the solemn commitment of the ancient Chinese country with thousands of years of honesty tradition: "The world gives me trust and I give the world glory!" " 」

The seal character "Jing" in the seal script of the emblem represents Beijing, the ancient capital of youth. With her eclectic, ancient and modern open mind and cultural cohesion, she welcomes the arrival of people of all nationalities in the world. The inscription on the seal turned the glyph into an image of an athlete rushing into the team to dance for victory. The whole shape embodies the high combination of strength and beauty. God is outside the image, like words, and words are unexpected. It is a perfect interpretation of sports spirit to convey the double beauty of human body and spirit in sports.

3. Traditional graphics and modern logo design

From the fish-painted pottery basin on Anbanpo in Neolithic Age to the lifelike stone carving "Jing Ke Stabbed the King of Qin" in Han Dynasty, from the gluttonous patterns on bronzes to the quaint tiles in Qin and Han Dynasties, these figures have different shapes and are plain and simple. It is an image interpretation of the social life of the Chinese nation in different periods, and it also faithfully reflects the aesthetic purport of people in different periods. Many works recognized by the world with distinctive national characteristics and cultural connotations are inspired by traditional graphics.

The logo of Hong Kong Phoenix Satellite TV successfully draws lessons from the traditional phoenix pattern in China, and adopts the unique structure of "Meet and hate each other late" in China. A phoenix and a phoenix fly high, sonorous and loud, expressing the characteristics of the media and the spirit of the king who leads his peers with lofty brand concept to the fullest. The two flying phoenix images represent the complementarity and blending of two different cultures in China and the United States, which embodies the cultural concept of blending East and West and gathering North and South, and has obvious Chinese civilization color.

The symbol of China Unicom is a modern interpretation of the "dish length" pattern of ancient auspicious pictures in China. "Pan Chang" originated from the "Eight Auspiciouss" of Buddhism, which originally meant "a long history and endless life". Signs symbolize the highly developed modern communication network in the information age with circuitous lines. The whole logo is easy to remember, full of strong national complex, and the high recognition brought by the distinctive image has played a positive role in the expansion of Unicom users and business promotion.

4. The influence of China's traditional philosophy on logo design.

As early as in ancient times, when people lived by burrowing and fishing and hunting, our ancestors deeply thought about the universe and life consciousness. During the Spring and Autumn Period and the Warring States Period, hundred schools of thought, such as Confucianism and Taoism, expounded their world view, outlook on life, ethics view and Taoism view one after another, and formed the cornerstone of China's philosophical thought through the elutriation and accumulation of the times. The most representative "Taiji Diagram" is often used for reference by designers. For example, the logo of Shenzhen main park "Water Park" is designed on the basis of "Tai Chi Map", and endless water patterns are added to the framework of "Tai Chi Map", which embodies the ever-changing characteristics of the theme of "Water Park". While emphasizing the formal beauty of dynamic harmony, it contains the philosophical concept of unity of change and freedom of movement, and conveys the Taoist views of "movement" and "time and space".

The logo of the Bank of China is simple in shape, but far-reaching. It combines the cosmology of "the sky is round and the earth is round" in China's traditional philosophy system, and borrows the composition technique of Chinese characters evolution and the shape of ancient coins in form. The square hole in the middle runs through the center line, symbolizing circulation and connection, and the outer circle represents the internationalization trend of China Bank facing the world. It embodies the bank's industry characteristics and profound cultural complex.

The application of these traditional cultural elements in logo design is often diversified. Signs such as China Bank, 2008 Olympic Games and China Post are the organic combination of calligraphy and seal cutting, concreteness and image, form and concept. This multiple and complementary design concept not only enhances the sense of culture, but also helps to extend the design concept and enhance the visual appeal.

Second, the significance of integrating China culture into modern logo design

Logo is a symbol of brand image, which embodies the characteristics, reputation and culture of enterprises and groups. Represents the value of the brand. Excellent symbol is not only an intangible asset of an enterprise, but also has a high price because of its irreplaceable position in the eyes of consumers.

For example, the logo of Phoenix Satellite TV, professional organizations have reached 22.832 billion yuan. Nike, most of its products are OEM by other manufacturers, but it can earn several times the money of the manufacturers. Specifically, it sells Nike trademarks. Not all signboards can be worth 10 thousand yuan. After all, the value of signboards is closely related to many factors such as decision-making and operation of enterprises. It will be an inevitable fate that signs without personality, creativity and profound cultural connotation are ignored and lost. Therefore, the competition of economic strength in the world is actually the competition between brands.

As many insightful thinkers and design masters have said, a new round of economic rise and cultural revival will be in the East. The cultural heritage of 5,000 years makes the brand "China" timeless, full of wisdom, mystery, exquisite craftsmanship and unparalleled creativity. These attractive values will gradually disappear in the development of "modern" China. This is enough to alert us to talk about internationalization and re-examine our own cultural blood.

How to re-examine the traditional culture from a new perspective of modern aesthetics? As Mr. Jin Daiqiang said, "We don't have to paint Peking Opera masks, but we have to wear dragon robes to make people know China people clearly. On the basis of fully understanding traditional culture, we should extend its connotation and spread its spirit, so that traditional culture can be updated and expanded in modern logo design. We can also promote the dialogue and interaction between eastern and western cultures with the help of the unique persistence and extensive influence of the logo itself.