传统商号印文化元素在现代标志设计中的应用

Application of Traditional Brand Logo Elements in Modern Logo Design

中文关键词: 匠心  文化元素  创造  时代精神  设计实践  视觉元素

英文关键词: Creative concepts  cultural elements  creation  modern elements and concepts  design practice  visual elements

中文摘要:

      目的 借鉴传统商号印中蕴涵的文化元素，并将其应用在现代标志设计中，创造新的文化传统。 方法 分析中国传统商号印的题材、构思、纹样、线条、字体等文化元素，归纳总结、提炼升华，并将这些文化元素和抽象的概念赋予时代精神，应用在现代标志设计实践中，并用视觉元素表现出来。 结论 传统的商号印既有标志的功能，又有公章和防伪的作用。现代标志以其在识别性、标准性上的优势和其表现形式，反映了企业文化的独特性以及精神内涵，同时也是传统商号印文化的延续。

英文摘要:

      It aims at applying the cultural elements contained in inventive traditional brand logos to modern logo design, thus creating a new way of culture-based logo design. Cultural elements like the themes, concepts, patterns, lines, and typefaces applied in traditional brand logo design are analyzed and refined. Then, these cultural elements and abstract concepts are incorporated into modern logo design through harmonious combination with modern elements and concepts, and finally expressed with visual elements. In addition to identifying companies, traditional brand logos also acts as official seals and anti-counterfeiting marks. Compared with traditional logos, modern logos are more identifiable and standard, but allowing for unique ways of expression. They reflect the uniqueness and spirits of different corporate cultures, and at the same time, inherit the cultures contained in traditional brand logo design.