Talk about the application of auspicious symbols in shaping corporate image

The world is changing with each passing day. When you try to find out more familiar things that you were already around, it will quietly drift away. So, someone marveled at the rapid changes in the world! As time goes by like a big river east, it will never stop. "We have no choice but to fall." This is an inevitable law of historical development. However, there are also thousands of people in the world, the Bohai Sea, the bright moon in ancient and modern times, the evergreen trees in the four seasons, and the permanent spring of nostalgic springs. This is the auspicious symbol. It is to record patterns, patterns, or words that express auspiciousness and happiness.

The emergence of auspicious symbols stems from the birth of auspicious consciousness. Where there is humanity, there are people who seek for happiness and happiness and hope for good fortune and peace. The sense of auspiciousness originated from the ancient people's sense of instability in life. The ancestors were full of doubts and fears about human diseases, plagues and deaths. They thought that it was the devil who invaded the body to do something strange. They needed to use something or God to help them attack the demon, exorcize the demon, eliminate disasters, and protect peace. As a result, they held grand dances and created images that they think the devil fears, as the protectors of their families and clans. So the totem appeared.

Totem's entity is a kind of animal, plant, inanimate or natural phenomenon, even an artificially created image. The primitive person initially regards the totem as an ancestor worship. Later, Totem was recognized as a protector. Therefore, the totem is the ancestor of the clan, but also the protector. Then they have their own totem shrines, totem rituals, totems, totem colors, totem music, symbolic graphics, and so on. This point is similar to the content of today's modern corporate identity system, how the spirit of enterprise, behavioral norms, corporate logos, mascots, standard colors, and symbolic graphics are similar! For the clan members, the totem has a great deal of cohesiveness, makes clan differences between each other, and maintains social organizations. It is the earliest symbol of social organization. This is in line with the spirit of cohesion and mutual assistance of the internal employees of the enterprise and the pursuit of brand personality.

All ethnic groups in China have their own totems. At the same time, the Chinese nation has a common totem god - the dragon. The Chinese see it as a deity. It is both a symbol and symbol of the Chinese nation and a symbol of emperors and imperial powers. The dragon can be said to be the largest mascot. The reason why the Chinese worshipped the dragon persistently from generation to generation was that the successive emperors used dragons to establish their own authority; secondly, the dragon worship included natural worship. China has been farming for thousands of years, and rain is the lifeblood of agricultural production. In order to achieve good weather and abundant harvests, people regard the dragon as the protector of the entire nation. Mr. Wen Yiduo said: "Dragon culture has been the core of our country's culture for thousands of years." The legendary dragon has nine sons, each with a different image, and blesses the lives of Chinese in different places.

As the descendants of the dragon, the dragon's children and dragons are used everywhere, such as the dragon festival, the dragon's rise, the dragon's lamp, and the dragon boat race. There are countless names, names, and names of people named by Inlong. The patterns related to dragons have auspicious meanings, such as "Longma Spirit", "Long Feng Ching Cheung", "Two Dragons Play Beads", "Cloud Dragon Wind Tiger", "Catfish Jumping Dragon Gate" and so on. There is also a pattern that is simplified by the dragon shape, which also contains the meaning of infinite happiness.

This dragon consciousness, the symbol of the dragon, continues to shape today's modern corporate image and is widely used in commercial activities. From the totem of the whole nation, it has become a designated symbol of a certain corporate brand in modern society, and is used by enterprises because of its unique shape and treatment. Named after the dragon as the business name, the brand name can be seen everywhere: Kelon air-conditioning, dragon and phoenix dumplings, Arowana, E-long net and so on. Symbols and mascots marked with dragons are everywhere. Specific dragons, abstract dragons, mighty dragons, cute dragons, anthropomorphic dragons, and patterned dragons abound in the corporate image of Chinese industries.

This shows that modern corporate image creation is also seeking auspicious expression.

The auspicious graphic symbols of China are extremely rich in resources. It is the most typical and most representative "classification" of Chinese culture. There are many mascots that are not found in nature that are created by people. In addition to the dragon, there are phoenix, kylin, evil spirits, Suzaku, and Xuanwu. These mascots have also been adopted by many brands as spokespersons.

Thousands of years of traditional auspicious patterns and patterns in China have gradually become excavated, changed, and transformed into Chinese corporate image signs, including Fang Sheng, Moi Wen, Ru Yi Wen, Hui Wen, Shui Wen, Taiji Bagua, and Chinese knots. These patterns are rich in meaning and far-reaching. For example, "Fang Sheng" was designed as a logo by Hao Qiang Design Co., Ltd. and it was very successful. Chen Hanmin commented on his company's logo and said: "I think that Mr. Yan's design is successful. The first is the combination of nationality and modernity, and it is natural and sensible. Second, the concept of division is important. , containing a large capacity, philosophical, for people to associate; Third, the image of the opposite sex variable, and the application is very good. Of course, this is the original target of the "credit."

The design of the logo design of Qiang Qiang Design Co., Ltd. is a successful combination of Chinese traditional auspicious culture and modern aesthetics. The logo of the company cleverly uses the "Fang Sheng" pattern as its basic framework. "Fang Sheng" is a unique auspicious culture graphic of China. It expresses the good intentions of being united and meeting each other, and often combined with the "Plate Length" pattern to convey a long-standing, eternal, and complementary philosophical thinking. This is a kind of philosophy. It is actively applied to the pursuit of a happy life. Therefore, it is widely used in the private sector. Mr. Qiang exerts himself to make his design more emotional and more philosophical to his expression.

The design of the logo design of Handan Design Co., Ltd. grasps the guiding principle of the “people-oriented” concept, and gives the company positive significance; the company and customers, the company and the employees, the cooperation and communication between internal and external, mutual trust and mutual trust. Relations; and the exchanges and integration of design culture between China and foreign countries, the East and the West. This is the expression of the strategic thinking advocated by the company.

Using conventions and conventions, the auspicious patterns that have formed consensus in the hearts of the Chinese people are applied to the inherent connotations of the company and create a newer, deeper spirit of ideas. This is a good move, making its design more cultural and social. Of course, although the image of the logo design of Qiang Qiang Design Co., Ltd. originated from the traditional “Fang Sheng” pattern, it was not copied according to the facts, but after the image was re-created, the logo was more adapted to the future use. This is a successful lesson for us.

Like the reluctant to use traditional auspicious designs as logos, Chen Youjian has designed the company’s image of the “Sixi Wa” pattern, injecting ancient images into new ideas.

Looking at China Unicom’s logo, the company’s logo evolved from a “traditional Chinese auspicious pattern” (ie, the Chinese knot) that was linked through the loop. The reciprocating lines symbolize the modern communication network, which symbolizes that Unicom’s communication business in the information society is orderly and the information flow is unimpeded. At the same time, it also symbolizes that Unicom's business is endless and will last forever.

The much-anticipated Beijing 2008 Olympic bid logo, the overall structure is also taken from the Chinese traditional auspicious symbol "plate length" membership to bless Beijing's successful bid for the Olympic Games and the 2008 Olympic Games.

China Post’s General Administration of Communications, China Mobile’s corporate image has also used the auspicious patterns “back-grain”.

It can be seen that the auspicious patterns also have unique and rich symbolic meanings in modern enterprises, especially in the high-tech fields.

CI spirit comes from Europe and the United States, how to "foreign use" is the problem of business decision-makers in the early stage of reform. Creating a brand image with Chinese spirit is the task that history has given us. The "People's Daily CI Guide" logo designed by Zhao Wei can be said to be "the navigation tower of China's CI business." The overall shape of the logo is based on the moire pattern of Huabiao and Tiantan in front of Tiananmen Square. Its composition is also subtly evolved into the word “Zhong” to indicate the original intention of the Chinese type. It is translated into English CIS by artistic means to show that the author is deeply creative. The essence of the "Chinese-type CI" that integrates Eastern and Western cultures. The overall pattern of the sign is smooth and natural, and it is a combination of hardness and softness. The ancient spirit reveals the spirit of the times and shows a dignified historical beauty.

Here, the application of traditional auspicious patterns has its unique national emotions.

The Chinese auspicious symbol has its unique symbolic meaning and rich connotation. The same can be recognized and applied by international multinational companies.

Motorola's annual report (1997) designed by Beijing Vision New Advertising Corporation. A symbolic traditional auspicious pattern was chosen. In the birth article, he used the image of Dan Feng Chaoyang, saying: Danfeng Chaoyang, was born on the call. In the talent section, the images of dragon and squid were selected, respectively: 之后 育 育 育 之后 之后 之后 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸 铸. Taking traditional culture as an entry point, an American company is immersed in the essence of Chinese civilization. The book was designed and immediately aroused great praise. American scholars Breeder and Yax who studied Chinese culture commented in the book “Market Aesthetics”:

"Motorola's annual report appropriately uses Chinese symbols and idioms to express its rich and accurate reflection of the diversity of Motorola's development in China. For example, the Phoenix pattern symbolizes happiness and wealth; the tiger's pattern symbolizes strength. And mission; sailboats symbolize a flourishing business; Mei, Lan and Zhu, which symbolize courage, honesty and flexibility, and express Motorola’s strategic thinking rooted in China; the idioms “Worship” and “Same Together” express Motorola’s end The US$1.2 billion investment in China in 1997 and the determination to develop together with China.”

Chinese characters are also a very rich source of design. Chinese characters containing auspicious meanings are used as business names.