—— Application of traditional patterns in 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.
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 the 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modern design mean abandoning, eliminating or even isolating tradition, or shelving tradition, otherwise it will be out of date and cannot reflect the sense of creativity and the times?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.
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".
(1) Today, the most representative symbol is 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.
To sum up, we can see that Chinese traditional patterns have been widely used in modern logo design. In other design majors, such as advertising design, posters, interior design, etc., design concepts are inseparable from the inspiration of Chinese traditional patterns, and they all express their design ideas with the help of traditional patterns.