Analysis of the Integration of Chinese Traditional Patterns in Modern Brand Image Design

DOI

10.2991/ssmi-19.2019.25How to use a DOI?

Keywords

Chinese traditional patterns; Modern brand; Brand image design; Implied meaning; Connotation.

Abstract

In order to highlight the personality of modern brand image design and enrich its connotation, in this research, the Chinese traditional pattern is fully integrated into brand design. On the basis of traditional pattern theoretical knowledge and spiritual connotation, the traditional Chinese pattern and modern brand image design are integrated to reflect the formal beauty, image beauty and implied meaning beauty of traditional pattern in the design. The connotation of traditional pattern is optimized and innovated by means of modern brand expression and communication, and the trend of traditional pattern and modern geometric pattern is analyzed in each period of brand introduction. The results show that the application of traditional Chinese patterns in modern brand image design can be recognized and spread quickly, and show a relatively stable development trend, with good cultural competitiveness. Therefore, traditional patterns can be used as a good reference for modern corporate brand image design both in content and in form.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Qiji Wang
PY  - 2019/12
DA  - 2019/12
TI  - Analysis of the Integration of Chinese Traditional Patterns in Modern Brand Image Design
BT  - Proceedings of the 2nd International Symposium on Social Science and Management Innovation (SSMI 2019)
PB  - Atlantis Press
SP  - 13
EP  - 19
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssmi-19.2019.25
DO  - 10.2991/ssmi-19.2019.25
ID  - Wang2019/12
ER  -