In its long history of five thousand years, China has gradually formed a broad and profound traditional Chinese culture with a long history, which is beyond doubt. However, some people say that Chinese traditional culture is already "sunset culture", which can only be treasured as antiques or cultural relics, which is not worth refuting

        The connotation of Chinese traditional culture is very rich, covering a wide range, and the traditional pattern is just a trickle in the vast river. And it is this inexhaustible trickle that still waters and permeates many modern art fields. Logo design is one of them.

        I believe that we are not unfamiliar with the logo. In today's society with the rapid development of economic and information culture, no matter the public logo used for public and social activities, or the trademark used for commercial nature or the special logo related to patent, it is everywhere. From the point of view of design, logo is a kind of graphic design and a kind of artistic modeling with considerable visual beauty, but it is also a practical art. Its role and value in the commodity economy are more and more valued by people. Therefore, in recent years, logo has become the main content of Ci planning. It is not only a symbol, a product name, but also a business In this sense, in the modern commodity society, logo belongs to the category of modern design.

        But does modern design mean abandoning, eliminating or even isolating the tradition, or putting it on the shelf, otherwise it will be out of date and will not reflect the sense of creativity and the sense of the times? Of course not. In recent years, we can see how designers combine traditional patterns with modern design and integrate each other from some popular and popular masterpieces of logo design.

        The Bank of China is a representative of China's financial and business circles, and it is required to reflect Chinese characteristics. The designer adopts the Chinese ancient money and the Chinese character "Zhong" as the basic shape. The ancient money figure is a frame line design of circle and shape, with square holes in the middle and vertical lines added at the top and bottom. It becomes the shape of the Chinese character "Zhong", which means that the sky is square and the earth is round, and the economy is oriented. It gives the feeling of simplicity, steadiness, easy identification, profound implication and quite Chinese style. I think the reason why the logo of Bank of China has made such a deep impression on people is mainly due to people's deep-rooted understanding of the image of ancient copper money, a symbol of wealth.

        The logo of China Telecom is a three-dimensional spatial pattern based on the palindrome of the Chinese character "Zhong" and Chinese traditional pattern. It means a communication network with all directions. It symbolizes that China Telecom is always smooth and accessible. It vividly expresses the characteristics of China Telecom: Science and technology, modernity, transmission, speed and development. The pattern has strong decorative effect and has Chinese characteristics and sense of the times, can be said to be the use of traditional culture has a very modern sense of the classic.

        The logo of Beijing Wangfu hotel is also a leader in this kind of design. Wangfu Hotel, located in Wangfujing, Beijing, is a five-star hotel. It was originally the residence of the royal officials of the Qing Dynasty. The building shape of the hotel has Chinese traditional classical style. Therefore, the logo is composed of geometric figures. It is based on the auspicious pattern of "fangshengpanchang" in China. It is changed into a vertical and horizontal straight line to form a symmetrical square, with orderly longitude and latitude Interleaving shows the meaning of standardized management and excellent service of Wangfu hotel. In terms of details, the author intentionally breaks the lines at the four corners to depict the word "Jing" and indicate the location of the hotel. At the same time, the word "Jing" means "inexhaustible". The "King" in the middle of the figure is not only the first word of Wufu Hotel, but also represents the king position of the hotel in the industry.

        The integration of traditional culture into logo design is not only the self continuation of local culture, but also a great impetus in the world information exchange. At the same time, it is also of positive significance to establish the international image of China.

        Chinese tradition has always advocated the philosophy of harmony as the most precious, harmony for wealth, family and everything. The most vivid expression of this philosophy is the "Taiji diagram" - the combination and mutual inclusion of yin and yang fish, the seamless combination of the inner and outer sides of the two fish, and the right circle of the two fish. Through this "Taiji diagram", the ancestors and sages tell us a truth: in a unity, whatever is beneficial to each other will be beneficial to the overall harmony and unity, and it will inevitably be beneficial to itself in turn. This "Taiji harmony principle", no matter between individuals, families, nations, countries and even between human beings and nature, is broad Generally applicable. In the concept of design, we call this form "mutual concession". It is precisely because of the profound significance of this Tai Chi diagram that the United Nations selected the traditional Chinese Tai Chi pattern as the emblem of the World Conference against racial discrimination held in South Africa in August and September 2001. The designer has artistic processed the Taiji pattern, adding different levels of gray to the black and white Yin and Yang poles as the transition, which symbolizes that although people of all countries have different races, cultures and regions, they can learn from each other and live in harmony in this world. This symbol is not only to push Chinese culture to the world, but also to spread the principle of peaceful coexistence and the national spirit of solidarity and friendship to the world.

        Today, the most representative is the logo of the 2008 Beijing Olympic Games. From the bidding emblem designed in the bidding for the Olympic Games to the official Olympic emblem, they have fully demonstrated China's characteristics and received unanimous praise from the whole world. The bidding emblem is composed of five Olympic rings, which looks like the Chinese knot of traditional Chinese folk crafts and the figure of a man playing Taijiquan. "Chinese knot" symbolizes auspiciousness and good luck, as well as the spirit of unity and solidarity of all Chinese people; Taijiquan is the quintessence of China, the whole pattern is like flowing water, harmonious and vivid, full of a sense of movement, which symbolizes the profound meaning of the unity, cooperation, exchange and development of the people of the world and the joint innovation of the century.

        The official logo is more outstanding. The logo is called "Chinese seal · Dancing Beijing". It combines the traditional Chinese seal, calligraphy and other artistic forms with sports characteristics, and conveys and represents three meanings: one is to take the Chinese seal of traditional culture as the main pattern expression form, and choose the traditional Chinese color red as the theme pattern reference color, body It shows the characteristics of Chinese culture, represents the nation and the country, and represents happiness and peace. The second is that the main part of the work is like the word "Beijing" and the dancing "people" with open arms, which fully reflects the ancient and modern China and conveys friendship, sincerity and enthusiasm. Third, the work cleverly turns into a human figure to run forward and meet the victory, which fully embodies the purpose of faster, higher and stronger Olympic Games, emphasizes the spirit of taking athletes as the main body and healthy and upward, and is full of movement and vitality. This symbol expresses Chinese culture and the spirit of the Olympic Games vividly. IOC President Jacques Rogge also spoke highly of it, saying that it "not only shows China's historical and cultural heritage, but also conveys the youth and vitality of a great country with a bright future.".