"Form" generally refers to the appearance and structure of the object represented by the figure. Chinese traditional graphics are rooted in Chinese traditional and regional traditions of traditional art. They have many different places in the modeling of modern graphics.
Chinese traditional graphics mainly focus on the integrity and decorativeness of real (or formal) forms, and pay attention to the echo, comity, and interpenetration relationships between forms and shapes. The bone type.
For example, the Taiji pattern, the most primitive and basic auspicious figure in China composed of black and white two fish patterns; the upper, lower, left, and right sides formed by the skillful connection of the head, body, hands, and feet of the two dolls. Can see four happy people's patterns of four dolls; the nine-square lattice formed by the concept of five elements and five squares, the pattern of the pattern of words and characters, and the fish-shaped characters composed of fish-shaped characters and their basic strokes; The car shaped text and so on.
The “shape†in traditional graphics is applied to modern logo design. The logo thus designed not only retains the charm of traditional art, but also has distinct characteristics of the times, and can fully express the concepts embodied in the logo and personality.
After deriving traditional graphic elements and applying them to modern logo designs, Hong Kong's design masters can be said to be a good example. The logo of his "Zhuqiang Design Co., Ltd." is guided by the company's "people-oriented" philosophy and adopts the traditional auspicious symbol of "Fang Sheng," which represents "concentricity and mutual connection."
Although the original logo of the company logo was taken to "Fang Sheng," Mr. Qiang Qiang's keen visual sensibility and his deep understanding of the connotation of traditional graphics made him not faithfully copying the original form, but instead extracted, derived and reconstructed the shape. This makes the logo more oriental, and it is more adaptable to future use. This is not a successful revelation for us. Therefore, Chen Hanmin commented on the company's logo and said: "I think that Mr. Yan's design is successful. First, it is a combination of nationality and modernity, and it is naturally appropriate and irrelevant; Second, the standard Focus on the concept, containing a large capacity, philosophical, for people to associate; Third, the image of the opposite sex is variable, and the application is very good. Of course, this is the original target of the "credit."
Similarly, the symbol of the capital's spiritual civilization is also a good example of combining traditional graphics with modern compositional skills. The basic elements of the symbol of the capital's spiritual civilization are the “Temple of Prayer for the Year of the Temple of Heaven†and the “heart†shape. "Temple of Prayer for the Year of the Temple of Heaven" symbolizes the capital. "Heart" symbolizes the abstract meaning of spiritual civilization. Designer Li Lin used the “conversion of the map†technique in the modern composition to perfectly combine the two, and performed the formal beauty treatment on the top of the logo so that the “heart†shaped recess was cemented to the top of the “Temple of Prayer for the New Yearâ€. It is natural and smooth, which not only makes the logo's connotation fully and intuitively expressed, but also brings a new visual expression effect.
From ancient times to the present, generations of people have repeatedly traced the same figure, not only because of how beautiful its appearance is, but more importantly behind the traditional graphics that we see. There is often more and more auspiciousness. Extrinsic form is the way in which intrinsic meaning is expressed. It is the externalization and materialization of intrinsic meaning. Therefore, it was originally born from the traditional graphics of people's worship of nature and religion. After the evolution of time, it extended its expectation to “prosperity of life. , Life and prosperity are many beautiful symbolic meanings.
For example, the traditional Chinese graphic “disk length†is often used in folks in conjunction with the “Fangsheng†pattern to express people’s willingness to implement the Four Rings and all are bright. The sign of China Unicom’s company is that The shape of the eight-auspicious Buddhism Eight-Auspicious Buddhism "Plate Length" is based on the original meaning of "being long-lasting and unfailing, supporting each other and complementing each other" to extend the implied meaning of Unicom's communications business. The four squares in the logo are all connected in all directions and have all the meanings of everything. Six circles have the same meaning and are smooth everywhere. The ten spaces in the logo are full and perfect. Whether from symmetry or from even numbers, the entire sign is full of auspiciousness that has been circulated in the ancient East.
Therefore, the traditional graphic “idea†that has become a common practice and has formed a consensus in the hearts of the Chinese people is used in the inherent connotation of the company to which the logo belongs, thereby extending the spirit of the newer and deeper concept, making it more cultural and Sociality, this is also a good way of modern logo design.
Mr. Qiangqiang's design for the glory of the Ronghua Bakery is also a good example of using the auspicious symbols of traditional graphics. Founded in 1950, the Hong Kong Ronghua Bakery has more than 50 years of history. Its basic elements are square cakes, peony flowers and the bright moon.
In the logo, the "party cake" element is owned by the company itself. "Peony" and "moon" are both traditional graphics, and the peony gives people a feeling of grace and luxury. Together with the moon, it will have a happy moon. Auspicious meaning. The word "Ronghua" is calligraphy. This is very important. Chinese calligraphy is the most brilliant crown in Chinese traditional graphic arts. Its composition is just a few simple ink lines. However, it is indeed a modelling of shapes, an abstraction of abstraction, and the convergence of movements and statics. , the cohesion of time and space, the performance of the self to the deepest." (Li Yuzu). Ronghua's "Ronghua" strokes have many irregular arcs, but they are very characteristic, like the petals of peony flowers. The peony pattern has not changed by modifying, strengthening, and reshaping. Golden flowers, blue cakes, very Chinese, very traditional, very auspicious and modern.
"Potential" usually refers to the implied charm of a figure and the state and atmosphere it expresses. "Potential" can convey the spirit of the whole figure. In the traditional graphic "potential", we must mention in particular the Chinese national quintessence - calligraphy. Calligraphy is inspired by observing the attitude of all things in nature. It has been developed through ingenuity. After several thousand years of development and evolution, it has formed a variety of different personalities and styles; for example, bold and powerful, realistic and bold; Rigorous; Li dignified quaint; Ruanshu neat and beautiful; writing lively and joyous, Qiyintongtong; cursive flow, flying fast. Calligraphy not only has a structure but also a gesture. The structure is only the basis of calligraphy and calligraphy, and the formation of the calligraphy personality style is based on the “potency†of the “pen and intentâ€.
The world-renowned Beijing 2008 Olympics logo can be said to be a classic in modern logo design. The overall structure of the logo is also taken from the traditional auspicious symbol "plate length", but it is valuable that it does not directly borrow from this traditional shape, but uses the unique "pen and intent" freehand brushwork in Chinese calligraphy. It is just right to pass the two trends and images of "Chinese knot" and "athlete", and to express the theme of the logo and convey the wishes of the people.
For example: Long Island Aquarium is a modern aquarium company. The company's logo is designed by Hong Kong designer Cai Yongyao. Because it is an aquarium company, the basic shape of the logo will be considered as a "fish" shape; and because the company is a modern enterprise in Hong Kong, so the designer used the company's initial letter "L". "L" is written using the technique of Chinese cursive cursive script. When the gesture reaches, plus two points, it becomes two vivid and lively games. Such a design, which combines cleverness with modernity, is very representative.
Chinese traditional graphics mainly focus on the integrity and decorativeness of real (or formal) forms, and pay attention to the echo, comity, and interpenetration relationships between forms and shapes. The bone type.
For example, the Taiji pattern, the most primitive and basic auspicious figure in China composed of black and white two fish patterns; the upper, lower, left, and right sides formed by the skillful connection of the head, body, hands, and feet of the two dolls. Can see four happy people's patterns of four dolls; the nine-square lattice formed by the concept of five elements and five squares, the pattern of the pattern of words and characters, and the fish-shaped characters composed of fish-shaped characters and their basic strokes; The car shaped text and so on.
The “shape†in traditional graphics is applied to modern logo design. The logo thus designed not only retains the charm of traditional art, but also has distinct characteristics of the times, and can fully express the concepts embodied in the logo and personality.
After deriving traditional graphic elements and applying them to modern logo designs, Hong Kong's design masters can be said to be a good example. The logo of his "Zhuqiang Design Co., Ltd." is guided by the company's "people-oriented" philosophy and adopts the traditional auspicious symbol of "Fang Sheng," which represents "concentricity and mutual connection."
Although the original logo of the company logo was taken to "Fang Sheng," Mr. Qiang Qiang's keen visual sensibility and his deep understanding of the connotation of traditional graphics made him not faithfully copying the original form, but instead extracted, derived and reconstructed the shape. This makes the logo more oriental, and it is more adaptable to future use. This is not a successful revelation for us. Therefore, Chen Hanmin commented on the company's logo and said: "I think that Mr. Yan's design is successful. First, it is a combination of nationality and modernity, and it is naturally appropriate and irrelevant; Second, the standard Focus on the concept, containing a large capacity, philosophical, for people to associate; Third, the image of the opposite sex is variable, and the application is very good. Of course, this is the original target of the "credit."
Similarly, the symbol of the capital's spiritual civilization is also a good example of combining traditional graphics with modern compositional skills. The basic elements of the symbol of the capital's spiritual civilization are the “Temple of Prayer for the Year of the Temple of Heaven†and the “heart†shape. "Temple of Prayer for the Year of the Temple of Heaven" symbolizes the capital. "Heart" symbolizes the abstract meaning of spiritual civilization. Designer Li Lin used the “conversion of the map†technique in the modern composition to perfectly combine the two, and performed the formal beauty treatment on the top of the logo so that the “heart†shaped recess was cemented to the top of the “Temple of Prayer for the New Yearâ€. It is natural and smooth, which not only makes the logo's connotation fully and intuitively expressed, but also brings a new visual expression effect.
From ancient times to the present, generations of people have repeatedly traced the same figure, not only because of how beautiful its appearance is, but more importantly behind the traditional graphics that we see. There is often more and more auspiciousness. Extrinsic form is the way in which intrinsic meaning is expressed. It is the externalization and materialization of intrinsic meaning. Therefore, it was originally born from the traditional graphics of people's worship of nature and religion. After the evolution of time, it extended its expectation to “prosperity of life. , Life and prosperity are many beautiful symbolic meanings.
For example, the traditional Chinese graphic “disk length†is often used in folks in conjunction with the “Fangsheng†pattern to express people’s willingness to implement the Four Rings and all are bright. The sign of China Unicom’s company is that The shape of the eight-auspicious Buddhism Eight-Auspicious Buddhism "Plate Length" is based on the original meaning of "being long-lasting and unfailing, supporting each other and complementing each other" to extend the implied meaning of Unicom's communications business. The four squares in the logo are all connected in all directions and have all the meanings of everything. Six circles have the same meaning and are smooth everywhere. The ten spaces in the logo are full and perfect. Whether from symmetry or from even numbers, the entire sign is full of auspiciousness that has been circulated in the ancient East.
Therefore, the traditional graphic “idea†that has become a common practice and has formed a consensus in the hearts of the Chinese people is used in the inherent connotation of the company to which the logo belongs, thereby extending the spirit of the newer and deeper concept, making it more cultural and Sociality, this is also a good way of modern logo design.
Mr. Qiangqiang's design for the glory of the Ronghua Bakery is also a good example of using the auspicious symbols of traditional graphics. Founded in 1950, the Hong Kong Ronghua Bakery has more than 50 years of history. Its basic elements are square cakes, peony flowers and the bright moon.
In the logo, the "party cake" element is owned by the company itself. "Peony" and "moon" are both traditional graphics, and the peony gives people a feeling of grace and luxury. Together with the moon, it will have a happy moon. Auspicious meaning. The word "Ronghua" is calligraphy. This is very important. Chinese calligraphy is the most brilliant crown in Chinese traditional graphic arts. Its composition is just a few simple ink lines. However, it is indeed a modelling of shapes, an abstraction of abstraction, and the convergence of movements and statics. , the cohesion of time and space, the performance of the self to the deepest." (Li Yuzu). Ronghua's "Ronghua" strokes have many irregular arcs, but they are very characteristic, like the petals of peony flowers. The peony pattern has not changed by modifying, strengthening, and reshaping. Golden flowers, blue cakes, very Chinese, very traditional, very auspicious and modern.
"Potential" usually refers to the implied charm of a figure and the state and atmosphere it expresses. "Potential" can convey the spirit of the whole figure. In the traditional graphic "potential", we must mention in particular the Chinese national quintessence - calligraphy. Calligraphy is inspired by observing the attitude of all things in nature. It has been developed through ingenuity. After several thousand years of development and evolution, it has formed a variety of different personalities and styles; for example, bold and powerful, realistic and bold; Rigorous; Li dignified quaint; Ruanshu neat and beautiful; writing lively and joyous, Qiyintongtong; cursive flow, flying fast. Calligraphy not only has a structure but also a gesture. The structure is only the basis of calligraphy and calligraphy, and the formation of the calligraphy personality style is based on the “potency†of the “pen and intentâ€.
The world-renowned Beijing 2008 Olympics logo can be said to be a classic in modern logo design. The overall structure of the logo is also taken from the traditional auspicious symbol "plate length", but it is valuable that it does not directly borrow from this traditional shape, but uses the unique "pen and intent" freehand brushwork in Chinese calligraphy. It is just right to pass the two trends and images of "Chinese knot" and "athlete", and to express the theme of the logo and convey the wishes of the people.
For example: Long Island Aquarium is a modern aquarium company. The company's logo is designed by Hong Kong designer Cai Yongyao. Because it is an aquarium company, the basic shape of the logo will be considered as a "fish" shape; and because the company is a modern enterprise in Hong Kong, so the designer used the company's initial letter "L". "L" is written using the technique of Chinese cursive cursive script. When the gesture reaches, plus two points, it becomes two vivid and lively games. Such a design, which combines cleverness with modernity, is very representative.
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