中国传统语汇在当代品牌标志设计中的应用研究

Study on the Application of Chinese Traditional Language in Contemporary Brand Logo Design

标志设计是品牌形象构建中的重要一部分内容,通过视觉化的符号来直观地向受众传递品牌的价值观,因此对品牌而言在进行品牌标志设计时必须简洁直观且包含品牌的情感诉求,并具有一定的审美情趣。中国传统语汇为当代品牌标志设计提供了广阔的素材空间和灵感宝库,此外,由于传统语汇源于传统文化这一母体,传统语汇在品牌标志设计中的应用有助于品牌标志的快速传播,为品牌标志赋予更为深厚的文化属性。

Logo design is an important part of brand image construction,through visual symbols to convey brand values to the audience intuitively,so for the brand logo design must be concise and intuitive and contain brand emotional appeal,and have a certain aesthetic taste.Chinese traditional vocabulary provides a broad material space and inspiration for contemporary brand logo design.In addition,because the traditional vocabulary originates from the traditional culture,the application of traditional vocabulary in brand logo design is helpful to the rapid spread of brand logo and gives deeper cultural attributes to brand logo.