In the field of art and design, due to the influx and penetration of new ideas from abroad, our inherent values ​​and aesthetics are shaken. Our work is increasingly away from the national identity and loses its own right to speak; similarly, the lack of identification of the tradition has also led to the stagnation of the development of the national craft. Therefore, how to understand the relationship between traditional plastic art and modern design, and make its application in modern design more extensive and in-depth. After the trend of "international design style", we have created a diversified design trend and it is a new generation of designers. The subject faced.

I. Chinese traditional visual elements and modern logo design

As an important part of modern visual communication system, logo design is to express specific things, events, scenes and abstract spirits and ideas through special graphics. When people see the logo, they spontaneously generate associations, thus creating a sense of identity with the brand. In the entire corporate image transmission process, due to its high frequency and wide application, it is easily recognized and remembered by people. Throughout the history of modern design, many well-known and creative logo designs are all concise and clear. The United States and China contain the cultural heritage of a company and a group, and the inner spirit of the spirit of the times. There is an inestimable role for a company and a group.

In modern logo design, China's plastic art inherited the traditional Chinese art concept. It is different from the West's aesthetic interest in emphasizing visuality and vividness. It does not emphasize "realism" and "transmitting the word of God". It pursues the romantic and elegant realm of "big skill". It is concrete and abstract; it is painted and enters God; it is certain and undecided. The work's interest has ambiguous and ambiguous aesthetic effects. In recent years, the traditional Chinese cultural elements have been integrated into modern logo designs and are favored by designers.

The success of the Olympic bid logo is the best example: the five-star, five-ring, pictographic Chinese knot, and the combination of Tai Chi, the essence of Chinese traditional culture, make the logo vivid and harmonious. While embodying the concept of modern design, the work also reflects the aesthetic value orientation and historical and cultural features of the nation. Fully demonstrated the artistic charm of traditional culture and modern logo design.

1. Application of Chinese characters in modern signs:

The ancient Chinese characters span thousands of years of time and space and are still filled with vigorous vitality and unique artistic charm. Chinese characters are square characters that have evolved over long periods of hieroglyphics. Six kinds of compositional means such as pictograms and consciences are used to convey specific ideographic properties. Coupled with the "graphic" and "symbolic" performance characteristics, it can be said that the logo is the most primitive form. At the same time, the different representations of the various scripts, such as Oracle, Sui, Li, and Yi, also provide rich visual elements for modern signs.

The emblem of the 2010 World Expo was designed based on the Chinese character “The World”. It implies an image of three arms embracing each other and symbolizes “you, I, and him” all human beings, expressing the Expo’s understanding, communication, gathering, and cooperation. The concept of "satisfaction with the Chinese spirit of advocating harmony and unity." This “Chinese character” of Chinese character calligraphy and the “Beijing” character of the emblem of the 2008 Beijing Olympic Games can be said to be in a similar way. The “dragon” character written by the Heilongjiang TV station’s station sign, the dancing body and the jubilant dragon body are extremely masculine, and it also shows the dragon's descendants from “or jump in the Yuan” to “the dragon in the sky”. . It can be said that the use of Chinese characters as a very effective design element and logo is consistent with the shape and connotation.

2. Engraving gradually becomes a design element of modern logos

Seal carving is a unique art category in China. The different external forms of Zhu Wen and Feng Shui, as well as the rich and varied styles of ancient Indian artists, have enabled the carving arts to create thousands of meteorological conditions. India is a kind of power and a responsibility. It is both a solemn agreement and a commitment to integrity. Therefore, the 2008 Beijing Olympic Games emblem selected the traditional Chinese symbol of culture—the seal (Shadow India) as the main symbol of the logo. This is a major breakthrough and innovation in the history of the Olympic emblem design. With the ancient seal of India, it implied the solemn promise of the ancient Chinese nation with thousands of years of honest tradition. “The world gives me trust, and I give the world glory!”

The emblem “Jing” in the seal of the letter represents Beijing, the ancient capital of youth, and is welcoming the arrival of the people of all ethnic groups in the world with her open mind and the absorption of all aspects and the integration of ancient and modern cultural cohesion. The infamous letter of the seal of Ink Shine turned it into an image of an athlete who sprinted into the line and danced to meet the victory. The entire model embodies a high degree of integration of power and beauty. God is outside the picture and outside the word. It is an accident. The dual beauty of human decency and spirit is conveyed in the movement and is the perfect interpretation of the spirit of sports.

(to be continued)