Discussion Paper: The Significance of Integrating Traditional Cases of China into Modern Signs.

The Significance of Integrating Chinese Traditional Patterns into Modern Signs

Abstract: Modern logo design, as a symbol, embodies the different characteristics of nationalities, countries and regions. Chinese traditional pattern art has a long history. How to use our precious cultural heritage to serve modern logo design, so that our modern logo and traditional patterns can be better combined and passed on.

Keywords: traditional patterns, modern logo design, form and spirit

Text: Tradition is the precipitation of culture. Without the long-term accumulation and inheritance of culture, there can be no civilization today. Chinese traditional pattern art has a long history, and it has developed for thousands of years today. As early as before the birth of characters, people began to use pattern symbols to convey ideas and exchange feelings, such as painted pottery patterns in the Neolithic Age and stone carvings carved on rock walls, which not only recorded the initial knowledge and understanding of nature, but also became the earliest pattern art of mankind. China's pattern art not only originated early, but also developed continuously. Although it is fast and slow, it never stops, such as the gluttonous patterns on bronzes in Shang Dynasty; Tadpole script and plum blossom seal script in the Spring and Autumn Period and Warring States Period; Phoenix lacquerware in Han dynasty, precious flower patterns in Tang dynasty, and later bronze inscriptions. Chinese traditional pattern resources are extremely rich. In their respective development and evolution, they have the same strain and colorful characteristics. They show unique, profound and fascinating national traditions and spirits with diverse and unified styles. With the passage of time and the development of history, these patterns have been continuously precipitated, extended and evolved, thus forming a unique traditional art system in China, which embodies the wisdom essence of the Chinese nation for thousands of years and embodies the unique artistic spirit of the Chinese nation. How to use China's precious cultural heritage to serve modern logo design is worth discussing. ...

Modern logo design is a kind of mass communication symbol composed of special characters or images. Its basic function is to convey information with patterns, express its inherent quality and characteristics, and use it as a media. The process of logo design is the process of creative visualization and symbolization. Thinking selects, transforms and combines patterns according to design images, and organically associates and codes patterns to form a specific symbol system. It draws lessons from and makes use of the original patterns, which endows them with higher artistic value. Modern logo design is a high-capacity carrier of human civilization and a microcosm of human culture. Throughout history, from symbols of primitive society to totems, from hieroglyphics of Shang and Zhou Dynasties to seals of Qin and Han Dynasties, from covers of Tang and Song Dynasties to Ming and Qing Dynasties.

These changes of foreign symbols and symbols reflect the historical and cultural situation of the whole society at that time. When designing modern signs, we can borrow those original symbols with symbolic meaning to reflect some interest, emotion and thought; Or change, reorganize and innovate some elements of the original symbol, so that it has both traditional modeling and charm and modern design significance; Or infiltrate traditional patterns into modern logo design techniques, and then reflect the temperament, spirit and concept of a certain region and a certain nation.

Modern logo design is to show endless interest and ideas between squares, and convey strong symbolic meaning and symbolic meaning in communication and exchange. In logo design, the reference and application of traditional patterns cannot be understood as simple modification and reproduction. Taking its "shape" is naturally not a simple copy, but a re-creation of traditional modeling. On the basis of understanding, this re-creation is to transform, refine and apply some elements in traditional modeling with modern aesthetic concepts, so that traditional patterns can be continuously extended and evolved, so as to get the patterns they want; Or apply the traditional modeling methods and forms to modern design to express the design concept and reflect the national personality. If China's modern design art wants to find its own way, it must be based on the tradition of China. The success of some famous designers in Hong Kong fully illustrates this point. However, inheritance does not mean sticking to the rules. Thousands of years of civilization have left us a rich and colorful art treasure house, but blindly indulging in the traditional infancy and blindly pursuing "takenism" in our design, without the injection of fresh blood, will lead to the stagnation of the development of national traditional art, and will eventually leave us with a large number of antique replicas without any design.

It is inevitable to inherit the tradition, but how should we inherit it? First of all, we need to think deeply about China's traditional plastic arts, which can be analyzed and applied from three aspects: form, meaning and spirit.

Form, that is, drawing his modeling method from Chinese traditional patterns. Logo design is not only a practical design, but also a pattern art design. It has similarities with other means of artistic expression of patterns, and also has its own artistic laws. In order to make the logo have visual beauty, we should give full play to its unique means of expression. Such as breaking up, cutting, dislocation, variation, homophonic, polysemy, inversion of positive and negative shapes, pursuit of pattern integrity, sense of movement, multi-purpose curve, scattered perspective and so on. The use of pen borrowing and modeling, in addition to developing connotation, forms a good visual sense of beauty, reasonable space, reasonable proportion and realistic rationality. After the rational use of modern logo design aesthetics, the elements in traditional patterns are transformed, refined and applied to make them full of the characteristics of the times. In the process of logo design, we should attach importance to and use forms. As Mr. Chen said: "It is not the same thing to pay attention to the role of signs and improve the level of logo design. Any metaphor or symbol itself is not a metaphor, but a visualization, which deepens the connotation to some extent. " Therefore, in logo design, if there is a lack of characteristics, the image is ordinary, and it is just a patchwork of patterns and words, it will not be visualized and deepened, and it will not produce good works. Chinese traditional patterns are rooted in China's ethnic and regional traditional art origins, and are different from modern patterns in many aspects.

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Jin Daiqiang, a Hong Kong design master, can be said to be a good example. He derived traditional pattern elements and applied them to modern logo design (Figure 1). Under the guidance of the company's "people-oriented" concept, his standard of "Jindiqiang Design Co., Ltd." adopted the traditional auspicious pattern "Fang Sheng" representing "unity and mutual assistance" as the basic framework. The prototype of the standard is "Fang Sheng", which is a unique auspicious cultural pattern in China. It expresses a good wish to unite as one and help each other, and is often combined with the pattern of "disc length" to convey a long-standing, endless and complementary philosophical thought. This is a positive emotional sustenance in pursuit of a happy life, so it is widely used among the people. However, Mr. Jin Diqiang's keen visual perception and profound understanding of the connotation and charm of traditional patterns made him extract, derive and recreate the original shapes instead of faithfully copying them, making the standards more oriental and more suitable for future use. This is not a successful inspiration for us! Therefore, Chen said in the bid evaluation: "I think the success of Mr. Jin's design is that the combination of nationality and modernity is natural and decent, and there is no far-fetched feeling;" Second, the company's standards pay attention to concepts, have large capacity, are full of philosophy and are reminiscent; Third, the image can be changed and used well. Of course, this is the original title' credit'. "

Meaning, mainly refers to symbol. Behind Chinese traditional patterns, there are more and deeper auspicious meanings. The reason why people describe a pattern repeatedly in past dynasties is not only because of its aesthetic appearance, but also because of the deep symbolic meaning behind the pattern symbols we can see. Pattern symbols are just an external way to express these internal meanings, and they are "externalization of ideas". Most of these meanings originated from nature worship and religious worship at first, and then derived auspicious symbolic meanings such as expecting "life reproduction, wealth and recreation, and eliminating disasters". It is precisely because of people's yearning and expectation for a better life and their persistent pursuit of this "meaning" that "shape" can be passed down from generation to generation. For example, the logo of China Unicom Company (Figure 2) adopts the shape of "Panchang", one of the "Eight Auspiciouss" originated from the eight treasures of Buddhism, and takes the meaning of "a long history, endless life and complement each other" to show that Unicom's communication business is inexhaustible. The four squares in the logo shape symbolize extending in all directions and all the best; Six circles symbolize the same road, smooth everywhere; The 10 space in the logo has the meaning of perfection. The use of this auspicious fable adds some cultural flavor and affinity to the design of patterns.

God integrated the essence of China culture into modern design. Whether it is the childish bird pattern and frog pattern on painted pottery, the ferocious gluttony on bronzes or the elegant Feng Huangwen on lacquerware in Han Dynasty, after a long period of elutriation, it still shows amazing vitality and touches us modern people. The inheritance of this charm comes from China's traditional concept of modeling, namely the unique philosophy and aesthetic consciousness of the Chinese nation. On the basis of mastering the traditional pattern language, we should further analyze and study the philosophy of China's traditional culture, grasp China's humanistic spirit, and combine with the needs of contemporary society to create a mature, brand-new and original artistic language that expresses the spirit of a national culture. It is the superficial development and promotion of traditional modeling, and the creation of new national forms requires us to get rid of the materialized table of aesthetic tradition.

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Phase, into the deep spiritual realm to explore. Only on the basis of deeply understanding the traditional artistic spirit and fully understanding various design trends from the modern west can we make a national form that conforms to the new era and find a modern design that truly belongs to our nation and can be recognized by the international community. The logo of the 2008 Olympic bid (Figure 3) can be said to be a good example. The whole logo style does not directly draw lessons from the traditional style, but uses China's unique freehand brushwork technique between similarity and non-similarity, and appropriately conveys the two images of "Chinese knot" and "athlete". This logo not only embodies the unique style of China, but also is recognized by the world.

Summary: China has a long history and culture of 5,000 years. Traditional patterns are the crystallization of the wisdom of our ancestors and an inexhaustible source. Only tradition is the internal and practical development foundation of the nation. Traditional patterns are an inexhaustible artistic treasure house of modern logo design. On this basis, the development of China modern logo design is an important bridge for China modern logo to go to the world and the world to know China, and it also has outstanding status and value.

References:

1, Lv Zhongyuan, Peng Niansheng China Logo Creativity (M) Hubei Publishing House

2. Packaging design 1 16 Totem and logo mean Liulin.

3. Packaging Design 120 Chinese Traditional Patterns and Graphic Design Xiangyan Bridge

4、 ool.net/design/pinglun/show_pinglun.asp? Pinglun _id=2709