Can traditional culture be integrated into modern logo design?

In the long history of 5,000 years, China has gradually formed a profound and long-standing traditional culture of China, which is beyond doubt. However, some people say that China's traditional culture is already a "sunset culture" and can only be treasured as antiques or cultural relics. This view is not worth refuting.

China's traditional culture is very rich in connotation and covers a wide range. The traditional model is only a trickle in its vast rivers and seas. It is this inexhaustible trickle that still irrigates and permeates many modern art fields, and logo design is one of them.

I believe everyone is familiar with the logo. In today's society with rapid development of economy, information and culture, whether it is a public sign used for public and social activities, a commercial trademark or a special symbol related to patents, it can be said that it is everywhere. From the design point of view, logo is a kind of graphic design, an artistic modeling with considerable visual beauty, but also a practical art. People pay more and more attention to its role in commodity economy and the value it creates. Therefore, in recent years, logo has become the main content of CI planning. It is not only a symbol, a product name, but also a spokesperson for commodity manufacturers and a symbol of corporate image. In this sense, in the modern commodity society,

However, does modern design mean abandoning, eliminating or even isolating tradition, or shelving tradition, otherwise it will be out of date and cannot reflect the sense of creativity and the times? Of course not. From some famous and popular masterpieces of logo design in recent years, it is not difficult to see how designers combine traditional patterns with modern design.

Bank of China is the representative of China's financial and business circles, and it is required to reflect the characteristics of China. The designer used the ancient coins of China and the Chinese character "Zhong" as the basic shapes. In ancient Qian Tu, the frame design was round and square, with a square hole in the middle and vertical lines up and down, forming a "middle" shape, which indicated that the world was round and economy was the foundation. It gives people the impression that it is concise, steady, easy to identify, profound and quite Chinese. I think the reason why the logo of China Bank can leave such a deep impression on people is mainly due to people's deep-rooted understanding of the image of ancient copper coins symbolizing wealth.

The symbol of China Telecom is a three-dimensional space pattern based on the Chinese character "Zhong" and the palindrome of traditional Chinese patterns, which symbolizes the communication network extending in all directions and symbolizes that China Telecom is always open and ubiquitous. It vividly expresses the characteristics of China Telecom: science and technology, modernization, transmission, speed and development. The pattern has a strong decorative effect, and has the characteristics of China and a sense of the times. It can be said that traditional culture is applied in a very modern sense.

The logo of Beijing Wang Fu Hotel is also a leader in this kind of design. Wang Fu Hotel, located in Wangfujing, is a five-star hotel, which used to be the residence of the royal officials of the Qing Dynasty. The architectural appearance of the hotel has the traditional classical style of China, so the logo is composed of geometric figures. The auspicious pattern of "Fangsheng Panchang" in China is the basic shape, which is transformed into a square with vertical and horizontal lines and longitude and latitude interspersed in an orderly manner, showing the meaning of standardized management and quality service of Wang Fu Hotel. In detail, the lines at the four corners were intentionally interrupted to depict the word "well" and suggest the location of the hotel. At the same time, the word "well" means "inexhaustible" The "Wang" in the middle of the figure is not only the first word of Five Blessingg Hotel, but also represents the king position of the hotel among peers.

Integrating traditional culture into logo design is not only the self-continuation of local culture, but also a great impetus to the world information exchange, which is also of positive significance for establishing China's international image.

China's tradition has always advocated the philosophy of harmony but difference, harmony and common prosperity, and the most vivid expression of this philosophy is the "Taiji Diagram"-Yin and Yang fish embrace and contain each other, the inner edges of the two fish fit perfectly, and the outer edges of the two fish are perfect and round. Through this Taiji Diagram, the sages told us a truth: in a unity, whatever is beneficial to each other will be beneficial to the harmony and unity of the whole, and in turn will be beneficial to themselves. This "Taiji Harmony Principle" is widely applicable to individuals, families, nations, countries, even human beings and nature. In the concept of design, we call this form "give and take". It is precisely because of the far-reaching significance of this Tai Chi picture that the United Nations chose the traditional Tai Chi pattern of China as the emblem of the grand event of the World Conference against Racial Discrimination held in South Africa in August and September of 2000/KLOC-0. The designer artistically treated the Tai Chi pattern, adding different levels of gray to the black, white, yin and yang as a transition, symbolizing that people of all countries can learn from each other and live in harmony in this world despite their different races, cultures and regions. This symbol is not only to promote China culture to the world, but more importantly, to spread China's principles of peace and the national spirit of unity and friendship to the world.

The most representative symbol today is the symbol of the 2008 Beijing Olympic Games. From the Olympic emblem designed when bidding for the Olympic Games to the official emblem of the Olympic Games, China's characteristics have been fully demonstrated and won unanimous praise all over the world. The emblem of the Olympic bid consists of the five Olympic rings, which looks like a "Chinese knot" in China's traditional folk arts and crafts, and also looks like a human figure beating Tai Ji Chuan. The "Chinese knot" symbolizes good luck and embodies the spirit of unity of everyone in China. Tai Ji Chuan is the quintessence of China. The whole design is smooth, harmonious, vivid and dynamic, which symbolizes the profound meaning of people's unity, cooperation, exchange and development in the world and creating the new century hand in hand.

The official logo is better. The logo, named "Chinese Seal Dancing Beijing", combines China's traditional seal, calligraphy and other artistic forms with sports characteristics, and conveys and represents three meanings: First, the Chinese character seal of China's traditional culture is used as the main pattern expression form of the logo, and the traditional color of China-red is used as the benchmark color of the theme pattern, which embodies the characteristics of China culture, represents the nation and the country, and represents joy and peace. Secondly, the main part of the work is shaped like the word "respect" and "people" dancing with open arms, which fully embodies ancient and modern China and conveys friendliness, sincerity and enthusiasm. Thirdly, the work is cleverly transformed into a human figure running forward and welcoming victory, which fully embodies the Olympic purpose of being faster, higher and stronger, emphasizes the athlete-oriented, healthy and progressive spirit, and is full of movement and vitality. This symbol fully expresses China culture and Olympic spirit. Jacques rogge, president of the International Olympic Committee, also praised it, saying that it "not only shows the historical and cultural heritage of China, but also conveys the youth and vigor of a great country with a bright future".

In fact, there are many such designs, such as the ancient China knife-shaped coins used in the logo of the People's Bank of China; The symbol of Dragonair symbolizes the dragon full of vitality and prosperity, which is well known and loved by people. Only in the narrow space of logo design can we appreciate the great creativity brought by traditional culture, not to mention countless examples in other modern cultural and artistic fields. Therefore, tradition does not mean obsolescence, and traditional culture will not shine like sunset. The key lies in how to bring forth the old and bring forth the new, make the past serve the present and carry forward it. We can't just "protect" China traditional culture as a historical relic, let alone treat it as a shoe for fear of throwing it away. What we need is to carry forward the traditional culture of China. In order to achieve this goal, I think every worker engaged in art design should do his best to shoulder this responsibility.