An Analysis of the Writing Ideas in Modern Signs (I)

Abstract: The text is not only an important part of the logo design, but also the design carrier that can make the best use of human intelligence. The specific application of the text in the sign is not only the performance of the visual form, but also the spiritual connotation of a deeper meaning and the multi-faceted spiritual outlook of this era. The text in the modern logo is a carrier of culture, carrying the great mission that the subject of the logo gives it.

Key words: Chinese characters, alphabet, calligraphy, nationalities

In this age of information, words have never displayed such vigorous vitality as they do now, from rich goods to exciting television programs, and colorful advertisements on the streets. Text and its symbols surround us everywhere. Text is not only an important part of the logo design, but it is also the design carrier that can best exert intelligence and intelligence. With the rapid development of digitization, the font symbols undoubtedly have stronger artistic expression and visual appeal. Generally speaking, the text design includes Chinese characters, letters and numbers. As a visual symbol of human communication, the font itself contains specific modeling ideas. The sign composed of words, the text is not only the carrier of language information, but also a symbol system with the characteristics of visual identification symbols. Text not only expresses concepts, but also conveys information through visual means. It has the dual function of conveying language concepts and enhancing visual recognition, so it is generally favored by designers and their customers. Chinese characters have experienced thousands of years of development and evolution. They have extensive and profound cultural connotations and unusual artistic charms. They themselves are a deep treasure.

In the long history of Chinese writing, the rules of text structure, imaginary reality, and inheritance have unique aesthetic features. The beauty of their designs can be created through the use of strokes, structures, beautification, deformation, exaggeration, and organization to create a strong sense of form and distinctive personality. The sign came. An example is analyzed: Prof. Wang Guolun's 92th international auction logo is derived from the font image of Chinese character “slap”. Using the standard typeface, only the “white” character is reconstructed and processed, which conveys a professional image of a certain tone. Simple and neat, concise summary. The logo design of the Chinese Railways is also a short and concise week. The word “workers” is treated artistically and combined into a symbolic graphic. It almost does not require any superfluous ornamentation. It concisely describes the image of the locomotive and the end of the railroad track. Mr. Wang Yuefei is a symbol of Shangri-La's dry red design. He directly uses the Chinese character “Shangri-La” to process it in Tibetan form, which conveys a striking effect. It not only reveals Tibetan cultural connotations but also forms a new visual experience.

Chinese characters are symbols for expressing ideological language and are also a unique art. Chinese characters originate from the "character of the picture." From the very beginning, they have a basis for the image and a high degree of generality. In different periods, they have different traditional forms, local styles, and ethnic characteristics, greatly enriching the forms of expressions. , Its unique modeling language is more and more reflected in the logo design. The form of today's Chinese characters has long since developed into a unique form and can appreciate the art of calligraphy that will play and cultivate temperament. From the fonts of grass, scribes, gongs, lines, etc., there are also folk hieroglyphs such as clouds, water, and ruyi lines, which are the source of our creativity, and are unmatched in any other language. They are fully utilized and developed. It can create a symbol of a high degree of unity between the nationality and the sense of the times.

The letter type has been accelerating as China's design industry has become more integrated with internationalization. The use of letter signs has also become increasingly widespread, and it has become an irreplaceable charm. The 26-letter English alphabet is used as a source of creativity for designers. Its geometric external appearance is highly varied and highly malleable. Used in logo design, often cleverly designed, unique shape. Each letter can be individually designed as a logo, making use of space variations in letters, stroke variation, and decorations to enrich its shape. In particular, multi-letter combinations are more expressive and challenging. They use a variety of techniques to create a large momentum to express the intended intentions, such as local visual focus, text combination graphics, and repeated rhythmic feelings. Mr. Han Jiaying is a sign for the design of the new continent. The initial letter “S” is used as the design element in the English name of the company. It is succinct and varied. The rough “S” represents the solid foundation and spirit of the new continent, and the arc connected with the “S”. Line, as if Dapeng wings, strong impact, indicating the confidence and courage of the new continent company to challenge. The logo of Guangdong Yincheng Hotel was designed by Prof. Chen Hanmin. The “S” is a modeling element that covers Satisfactory, Silvery, and Safe. The whole is also a series of "S", meaning that the country, collectives and individuals develop in an all-round way. The "H" in Yin represents the meaning of Hotel.

(to be continued)