Abstract: Chinese characters are the crystallization of Chinese people's wisdom. Inheriting and carrying forward it and integrating its spiritual elements into modern logo design will certainly make the corporate image design more cultural and social. This article begins with the origin of Chinese characters, expounds its causes, meanings, and how Chinese characters are used in logo design.
Keywords: Chinese character sign visual communication
Chinese kanji is one of the oldest scripts in the world and has a huge system. There are many kinds of legends about the origin of Chinese characters, and there are many opinions in academic circles. According to statistics, the emergence of Chinese characters stems from the awareness of the signs. China has always had the same view of painting and calligraphy. It can be seen that Chinese characters are of double origin, a pictographic form, and a symbol. In fact, the shape of the Chinese character itself is a pattern form developed from the hieroglyphs. In ancient times, the Oracle ideograms were pictographic. After more than a few thousand years of evolution, modern writing has been completely different from Oracle. However, the various structures of the text are still in conformity with the rules of imagery. Chinese characters have always been a very rich source of design. The commodity logos based on Chinese characters have a long history and are unique in many forms of commodity logos.
In terms of logo design, Chinese characters are undoubtedly the greatest and most successful designs in human history. It uses the most simple design elements and uses the most abundant and complicated design methods to design trademark logos. It is widely used in commercial activities to shape today's modern corporate image. How to make the signs of Chinese characters independently carry cultural information, how to strengthen the visual features of signs, and enhance visual impact in order to strengthen the memory of the public, I would like to express my opinion on the use of "Chinese characters in the design of signs." To discuss together. Chinese kanji resources are extremely rich. In their own development and evolution, they have a consistent context and a variety of styles. With their diverse and unified style, they show uniqueness, depth and charm. National traditions and national spirit. For example, one of the most illustrative questions is the word “sheepâ€. The sheep is a totem of the primitive Chinese society and is worshipped by ancestors. Yang Tongxiang, an ancient book, can also see such words as "Ji Yang," which is auspicious. Another example of the word “beauty†is now generally considered to be “the beauty of the sheep is beautiful.†In fact, it is a single pictograph. Its glyphs are on the head of a human head. These graphic texts have been constantly precipitated, extended, and evolved over time and with the development of history. This has led to the formation of a unique Chinese traditional art system that has condensed the wisdom of the Chinese nation for thousands of years of wisdom. At the same time, it also reflects The unique artistic spirit of China Nationalities. Secondly, from the point of view of the constituent elements of the logo, the Chinese-character-type logo is based on the shape of a Chinese character that contains a symbolic meaning, and it is transformed or abstracted to be patterned. The Chinese-character logo has both visual and audible forms. The Chinese-character logo has a definite visual form, and at the same time it symbolizes a symbol. For example, the trademark of China Sunyue brand lamps and lanterns, "Japanese" uses Yang fonts to represent the daytime, "Month" uses Yinyin characters to represent the night. The characters "Japanese" and "Japanese" are unified in a circle. This "ming" is the combination of visual and auditory effects. It also explains the function and shape of the product. In terms of its form of expression, the signs also have forms such as glyphs, figures and texts, etc.
First, the form of the word group form
The decorative characters are based on the black body and the Chinese character of Chinese characters for decoration and change processing. For example, the logo of Shanghai Huazhong Software Co., Ltd. adopts the Chinese word “Central China†(Figure 3). The "Chinese" character of dynamics and technology embodies a strong spirit of innovation in corporate stability. The combination of "Chinese" and Chinese characters embodies the spiritual culture in which the enterprise strives for the nation and the nation. The two-character change combination has a perfect conception of a dignified, precise, accurate and artistic re-creative image. We often use Chinese characters as the main element in combination with graphic styling for creative evolution and expression of logo design ideas. For example, the Bank of China logo is a model that has been successfully designed using a combination of font and composition changes. The designers used the appearance of ancient China's currency copper coins and organically combined them with the word “ä¸â€ (Figure 4). At the same time, the ancient coins represent not only the banking industry but also the ancient Chinese culture. The middle line symbolizes the connection and the outer circle symbolizes the world. Use Chinese traditional deep cinnabar color as a symbol of color. It not only shows the basic social functions of banking institutions, but also expresses the specific concept of "Bank of China" accurately and uniquely. The modeling is highly concise and the content is clearly concentrated. Has a high functional value. At the same time, the basic elements and essence of the Bank of China are all in the concise line emblem centered on a Chinese character. Meaning is clear and intriguing.
Second, the composite expression of Chinese characters, graphics, and Latin
This type of compound expression is the combination of Chinese characters, graphics, and Latin to express the connotation of the logo. Such as China Eastern Airlines logo, swallows flying wings represent the flight. Located in the visual center of the entire logo; the above characters combined with the Latin below form a round logo. In terms of color processing, the upper half of the circle is in red and the lower half in blue. This creates a grand scene of rising sun, sky and sea, and magnificent glory, fully expressing the connotations of China, the East, and aviation. The expression form of the logo is always a high degree of unity between figurative and abstract shapes. Signs and symbols designed using such figurative and abstract forms of Chinese characters can be seen everywhere and can be found everywhere in the corporate image of Chinese industries. For example, the logo of the Sichuan TV station uses an abstract cursive font, which is a combination of cursive “Sichuan†characters.
This is based on the use of Chinese characters, which in turn embodies the unity of graphics and meaning. It also has the advantages of generalization and refinement. Another example is the mark of the company's corporate logo, "The rising sun in the East" as its basic creative idea. It is a combination of abstract shapes, two mutually infiltrating circles and black body art characters, "Dongmag Group," and it has a dynamic development and smooth development. Among them, there is a circle made of stripes, symbolizing magnetic lines, indicating product features. The combination of the two rounds creates a turbulent sense of speed, which reflects the fact that many subordinate companies, under the guidance of the East Magnetic Group, have merged into a powerful force to move toward a goal. The design of the logo should give a visual sense of beauty. In the process of visual communication, Chinese characters are one of the image elements of the screen and have the function of conveying emotions. Therefore, it must have a visual sense of beauty and give people a feeling of beauty. Good font design, combined with clever text can make people feel happy, and leave a good impression, so as to obtain a good psychological response. The use of Chinese characters in designing trademark marks generally adopts rigorous and standard art decorative characters, and uses traditional calligraphy and calligraphy such as calligraphy, calligraphy, calligraphy, calligraphy, and calligraphy. They use the characters of the Chinese characters, such as the shape, meaning and sound of words, to grasp the specific characters and body structure of the Chinese characters, and to use the rules of beauty to design both the beauty of the image and the beauty of the form, as well as the characteristics of modern modeling, and the content of the theme. symbols of.
1. When designing logos using the combination of Chinese characters, find out the available links between them and borrow them from each other. Let me be among you and me, and I will have you to achieve a concise, compact and seamless design. Artistic effect. For example, the emblem of Peking University was designed by our famous writer Lu Xun. It uses the Chinese character “北大†together and uses the Chinese seal format to compose the image of “大北†in the circle. Here, the word "Beijing University" has undergone changes in processing. The arrangement of the strokes of the characters is even and reasonable, and they are arranged neatly, which reduces the arbitrariness of the pen used in calligraphy. The entire structure is compact, bright and powerful, simple and generous, revealing a strong bookish style and literary style.
2. Visualization of Chinese Characters with Visualized Chinese Characters The visual processing of Chinese characters should be processed, exaggerated, and deformed according to a specific literal structure. Grasping the typical image that can be represented literally makes the visualized shape vivid and interesting, impressive and unforgettable. For example, the symbol of the “permanent card†bike produced by the Shanghai Bicycle Plant, the “permanent†word forms a wheel image that reflects the characteristics of the product. The middle part forms the image of "human" and reproduces the essence of the company's culture - people-oriented. Designers designing a trademark using the method of visualizing artistic summary not only shows a simple and clear artistic charm, but also reflects commercial aesthetic taste and characteristics of the times. However, in the logo design of Chinese characters, we must pay attention to the Han nationality in the long-term use of Chinese characters in the process of forming a special national psychology - Wang Wen business. The logo design should combine graphic symbols with text to reconstruct the new concept of the word, reduce the connotation of the word itself, and give it a specific meaning. For example, Long Island Aquarium is a modern aquarium products company, so Hong Kong designer Mr. Cai Yongyao considers the basic form of the logo as a “fish†model, and because the company is a modern enterprise in Hong Kong, it adopted the company name. The initial letter "L". "L" is written using the technique of Chinese cursive cursive script. When the gesture reaches, plus two points, it becomes two lively and playful fish. Such a design, which combines cleverness with modernity, is very representative. Chinese characters are a very rich source of design and are designed to be creative. We should highlight the personality color of Chinese character design according to the requirements of the theme of the work, and create unique and unique characters, giving people a unique visual experience. The ancient Chinese culture has a profound background, making Chinese characters an important element of world design. The process is very rapid.
China is a foreign country, and "the world is in line with China" has become a trend! China’s strength is growing day by day. With the rapid development of science and technology and economic development in China, there are only a handful of foreigners who can only live in foreign countries. The foreign language can no longer make us see and respect. More and more foreigners love it. Chinese culture. Chinese characters will become important materials for world design and have their unique advantages. Particularly worth mentioning is the 2008 Beijing Olympic Games emblem. The design was carefully selected and approved under the approval of the International Olympic Committee. It was named "China's India-Dancing Beijing." The Olympic Games is the most grand and most influential sports event in the world. Its emblem should not only be recognized by the sponsoring people but also accepted by the world. "China's India-Dancing Beijing" has achieved this. IOC President Rogge once highly praised: “The Beijing Olympic Games emblem will become one of the world’s most eye-catching and most familiar logos and will become one of the most outstanding and most significant signs in the history of the Olympic Movementâ€. It uses the seal as the main form of expression and is expressed in Chinese traditional calligraphy. It is quaint and elegant, embodies China's thousands of years of profound cultural charm; because the theme is a sports meeting, using the artistic word "King" to represent the venue of the Olympic Games in Beijing. At the same time, it subtly metamorphosed into a human form, running forward, and dancing enthusiastically. This not only embodies the Olympic spirit, but also expresses the Chinese people's enthusiasm for the Olympic movement and the enthusiasm and sincerity of the guests. It combines the Chinese characteristics with the elements of the Olympic Games and is a model for foreign use. At present, many designers are studying Chinese characters. They have also designed many excellent works. I cannot list them here. Chinese characters are used for logo design, not only now but also in the future.
Therefore, we can only create common international brands by finding common ground among different national cultures. However, regional products in China should emphasize nationality, express the birthplace of national characteristics, and tap irreplaceable cultural added value in cultural symbols. How to express the essence of Chinese culture in an international language is a major mission that history has given to our designers. Chinese characters are the most precious spiritual wealth in the treasure house of Chinese national history and culture. Even stand in the world of art
Keywords: Chinese character sign visual communication
Chinese kanji is one of the oldest scripts in the world and has a huge system. There are many kinds of legends about the origin of Chinese characters, and there are many opinions in academic circles. According to statistics, the emergence of Chinese characters stems from the awareness of the signs. China has always had the same view of painting and calligraphy. It can be seen that Chinese characters are of double origin, a pictographic form, and a symbol. In fact, the shape of the Chinese character itself is a pattern form developed from the hieroglyphs. In ancient times, the Oracle ideograms were pictographic. After more than a few thousand years of evolution, modern writing has been completely different from Oracle. However, the various structures of the text are still in conformity with the rules of imagery. Chinese characters have always been a very rich source of design. The commodity logos based on Chinese characters have a long history and are unique in many forms of commodity logos.
In terms of logo design, Chinese characters are undoubtedly the greatest and most successful designs in human history. It uses the most simple design elements and uses the most abundant and complicated design methods to design trademark logos. It is widely used in commercial activities to shape today's modern corporate image. How to make the signs of Chinese characters independently carry cultural information, how to strengthen the visual features of signs, and enhance visual impact in order to strengthen the memory of the public, I would like to express my opinion on the use of "Chinese characters in the design of signs." To discuss together. Chinese kanji resources are extremely rich. In their own development and evolution, they have a consistent context and a variety of styles. With their diverse and unified style, they show uniqueness, depth and charm. National traditions and national spirit. For example, one of the most illustrative questions is the word “sheepâ€. The sheep is a totem of the primitive Chinese society and is worshipped by ancestors. Yang Tongxiang, an ancient book, can also see such words as "Ji Yang," which is auspicious. Another example of the word “beauty†is now generally considered to be “the beauty of the sheep is beautiful.†In fact, it is a single pictograph. Its glyphs are on the head of a human head. These graphic texts have been constantly precipitated, extended, and evolved over time and with the development of history. This has led to the formation of a unique Chinese traditional art system that has condensed the wisdom of the Chinese nation for thousands of years of wisdom. At the same time, it also reflects The unique artistic spirit of China Nationalities. Secondly, from the point of view of the constituent elements of the logo, the Chinese-character-type logo is based on the shape of a Chinese character that contains a symbolic meaning, and it is transformed or abstracted to be patterned. The Chinese-character logo has both visual and audible forms. The Chinese-character logo has a definite visual form, and at the same time it symbolizes a symbol. For example, the trademark of China Sunyue brand lamps and lanterns, "Japanese" uses Yang fonts to represent the daytime, "Month" uses Yinyin characters to represent the night. The characters "Japanese" and "Japanese" are unified in a circle. This "ming" is the combination of visual and auditory effects. It also explains the function and shape of the product. In terms of its form of expression, the signs also have forms such as glyphs, figures and texts, etc.
First, the form of the word group form
The decorative characters are based on the black body and the Chinese character of Chinese characters for decoration and change processing. For example, the logo of Shanghai Huazhong Software Co., Ltd. adopts the Chinese word “Central China†(Figure 3). The "Chinese" character of dynamics and technology embodies a strong spirit of innovation in corporate stability. The combination of "Chinese" and Chinese characters embodies the spiritual culture in which the enterprise strives for the nation and the nation. The two-character change combination has a perfect conception of a dignified, precise, accurate and artistic re-creative image. We often use Chinese characters as the main element in combination with graphic styling for creative evolution and expression of logo design ideas. For example, the Bank of China logo is a model that has been successfully designed using a combination of font and composition changes. The designers used the appearance of ancient China's currency copper coins and organically combined them with the word “ä¸â€ (Figure 4). At the same time, the ancient coins represent not only the banking industry but also the ancient Chinese culture. The middle line symbolizes the connection and the outer circle symbolizes the world. Use Chinese traditional deep cinnabar color as a symbol of color. It not only shows the basic social functions of banking institutions, but also expresses the specific concept of "Bank of China" accurately and uniquely. The modeling is highly concise and the content is clearly concentrated. Has a high functional value. At the same time, the basic elements and essence of the Bank of China are all in the concise line emblem centered on a Chinese character. Meaning is clear and intriguing.
Second, the composite expression of Chinese characters, graphics, and Latin
This type of compound expression is the combination of Chinese characters, graphics, and Latin to express the connotation of the logo. Such as China Eastern Airlines logo, swallows flying wings represent the flight. Located in the visual center of the entire logo; the above characters combined with the Latin below form a round logo. In terms of color processing, the upper half of the circle is in red and the lower half in blue. This creates a grand scene of rising sun, sky and sea, and magnificent glory, fully expressing the connotations of China, the East, and aviation. The expression form of the logo is always a high degree of unity between figurative and abstract shapes. Signs and symbols designed using such figurative and abstract forms of Chinese characters can be seen everywhere and can be found everywhere in the corporate image of Chinese industries. For example, the logo of the Sichuan TV station uses an abstract cursive font, which is a combination of cursive “Sichuan†characters.
This is based on the use of Chinese characters, which in turn embodies the unity of graphics and meaning. It also has the advantages of generalization and refinement. Another example is the mark of the company's corporate logo, "The rising sun in the East" as its basic creative idea. It is a combination of abstract shapes, two mutually infiltrating circles and black body art characters, "Dongmag Group," and it has a dynamic development and smooth development. Among them, there is a circle made of stripes, symbolizing magnetic lines, indicating product features. The combination of the two rounds creates a turbulent sense of speed, which reflects the fact that many subordinate companies, under the guidance of the East Magnetic Group, have merged into a powerful force to move toward a goal. The design of the logo should give a visual sense of beauty. In the process of visual communication, Chinese characters are one of the image elements of the screen and have the function of conveying emotions. Therefore, it must have a visual sense of beauty and give people a feeling of beauty. Good font design, combined with clever text can make people feel happy, and leave a good impression, so as to obtain a good psychological response. The use of Chinese characters in designing trademark marks generally adopts rigorous and standard art decorative characters, and uses traditional calligraphy and calligraphy such as calligraphy, calligraphy, calligraphy, calligraphy, and calligraphy. They use the characters of the Chinese characters, such as the shape, meaning and sound of words, to grasp the specific characters and body structure of the Chinese characters, and to use the rules of beauty to design both the beauty of the image and the beauty of the form, as well as the characteristics of modern modeling, and the content of the theme. symbols of.
1. When designing logos using the combination of Chinese characters, find out the available links between them and borrow them from each other. Let me be among you and me, and I will have you to achieve a concise, compact and seamless design. Artistic effect. For example, the emblem of Peking University was designed by our famous writer Lu Xun. It uses the Chinese character “北大†together and uses the Chinese seal format to compose the image of “大北†in the circle. Here, the word "Beijing University" has undergone changes in processing. The arrangement of the strokes of the characters is even and reasonable, and they are arranged neatly, which reduces the arbitrariness of the pen used in calligraphy. The entire structure is compact, bright and powerful, simple and generous, revealing a strong bookish style and literary style.
2. Visualization of Chinese Characters with Visualized Chinese Characters The visual processing of Chinese characters should be processed, exaggerated, and deformed according to a specific literal structure. Grasping the typical image that can be represented literally makes the visualized shape vivid and interesting, impressive and unforgettable. For example, the symbol of the “permanent card†bike produced by the Shanghai Bicycle Plant, the “permanent†word forms a wheel image that reflects the characteristics of the product. The middle part forms the image of "human" and reproduces the essence of the company's culture - people-oriented. Designers designing a trademark using the method of visualizing artistic summary not only shows a simple and clear artistic charm, but also reflects commercial aesthetic taste and characteristics of the times. However, in the logo design of Chinese characters, we must pay attention to the Han nationality in the long-term use of Chinese characters in the process of forming a special national psychology - Wang Wen business. The logo design should combine graphic symbols with text to reconstruct the new concept of the word, reduce the connotation of the word itself, and give it a specific meaning. For example, Long Island Aquarium is a modern aquarium products company, so Hong Kong designer Mr. Cai Yongyao considers the basic form of the logo as a “fish†model, and because the company is a modern enterprise in Hong Kong, it adopted the company name. The initial letter "L". "L" is written using the technique of Chinese cursive cursive script. When the gesture reaches, plus two points, it becomes two lively and playful fish. Such a design, which combines cleverness with modernity, is very representative. Chinese characters are a very rich source of design and are designed to be creative. We should highlight the personality color of Chinese character design according to the requirements of the theme of the work, and create unique and unique characters, giving people a unique visual experience. The ancient Chinese culture has a profound background, making Chinese characters an important element of world design. The process is very rapid.
China is a foreign country, and "the world is in line with China" has become a trend! China’s strength is growing day by day. With the rapid development of science and technology and economic development in China, there are only a handful of foreigners who can only live in foreign countries. The foreign language can no longer make us see and respect. More and more foreigners love it. Chinese culture. Chinese characters will become important materials for world design and have their unique advantages. Particularly worth mentioning is the 2008 Beijing Olympic Games emblem. The design was carefully selected and approved under the approval of the International Olympic Committee. It was named "China's India-Dancing Beijing." The Olympic Games is the most grand and most influential sports event in the world. Its emblem should not only be recognized by the sponsoring people but also accepted by the world. "China's India-Dancing Beijing" has achieved this. IOC President Rogge once highly praised: “The Beijing Olympic Games emblem will become one of the world’s most eye-catching and most familiar logos and will become one of the most outstanding and most significant signs in the history of the Olympic Movementâ€. It uses the seal as the main form of expression and is expressed in Chinese traditional calligraphy. It is quaint and elegant, embodies China's thousands of years of profound cultural charm; because the theme is a sports meeting, using the artistic word "King" to represent the venue of the Olympic Games in Beijing. At the same time, it subtly metamorphosed into a human form, running forward, and dancing enthusiastically. This not only embodies the Olympic spirit, but also expresses the Chinese people's enthusiasm for the Olympic movement and the enthusiasm and sincerity of the guests. It combines the Chinese characteristics with the elements of the Olympic Games and is a model for foreign use. At present, many designers are studying Chinese characters. They have also designed many excellent works. I cannot list them here. Chinese characters are used for logo design, not only now but also in the future.
Therefore, we can only create common international brands by finding common ground among different national cultures. However, regional products in China should emphasize nationality, express the birthplace of national characteristics, and tap irreplaceable cultural added value in cultural symbols. How to express the essence of Chinese culture in an international language is a major mission that history has given to our designers. Chinese characters are the most precious spiritual wealth in the treasure house of Chinese national history and culture. Even stand in the world of art
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