중국 도시브랜드 로고디자인에 나타난 한자문화요인 분석

Abstract

In the process of rapid development of the city, how to protect and inherit the Chinese cultural characteristics is a major issue as an urban brand identity is derived from the two strategies like a brand and corporate image. The concept of new city management also came into being. Based on the design of Chinese character culture, the objective of it explores both Chinese characters and urban brand logos, is aimed to finding ways to utilize the cultural and psychological meanings of urban identity. The cultural characteristics of Chinese characters can be summarized as follows, 'shape', 'meaning' and 'energy'. 'Shape' is the principle and is a basis of the structure of Chinese characters and 'meaning' is to convey the cultural connotation and significance of the Chinese character. There are rich culture and spiritual characteristic in the process of writing Chinese characters. 'Energy' is contained in the form of Chinese characters manifests the spirit and atmosphere. The research method asked five designers to analyze the design of the Chinese tourist brand No. 20 in China . As a result, the city brand logo has been found to be borrowed from four types of factors, The modern economic city is more inclined to convey the meaning of words and convey the connotation of the city spirit, while the traditional city pays more attention to the characteristics of the City material image.