The Research On The Development Of Shanghai Modern And Contemporary Trademark Design

The leading position of modern Shanghai in the development of the country's business has made it the main birthplace of modern Chinese trademarks and commercial art.So far,people still have deep feelings about those old trademarks.They are commercial images with rich cultural heritage and national characteristics in Shanghai's history.They are precious memories and precious heritages of Shanghai's cities.They are also witnesses to the prosperous and developed business of that era.The Shanghai enterprises and Shanghai industry and commerce behind the old trademarks have made significant contributions to the economic development of Shanghai.In this sense,the old trademarks can not be ignored for the study of Shanghai design,especially the development of modern Shanghai commercial design.As a concentrated reflection of business culture,Shanghai's modern and contemporary trademark design is based on the transformation and development of Shanghai and the entire Chinese society.This paper is based on the development and changes of trademark design in Shanghai from the opening up to the founding of New China in the past 100 years.It focuses on the internal and external forces of trademark design development from the interrelationship of different fields and different levels of society.The research of this topic takes the historical context and development opportunity of Shanghai trademark design as the “cutting entrance”,reflecting the key role played by modern Shanghai regional culture,social form and industrial structure in the development of trademark design.It focuses on the “market” as the design carrier and the “business person” as the main body of design,which promotes the development of trademark design in Shanghai,and thus outlines the uniqueness of Shanghai's modern trademark design development.The development of the modern Shanghai trademark “before the morality” originated from the advantages of its own geographical economy and the influence of the concession culture.Under the dual factors,the trademark function has been continuously expanded.The outbreak of the Revolution of 1911 promoted the development of national industrial and commercial capital,and the laws and regulations protecting industry and commerce encouraged people to set up businesses.At the same time,the outbreak of the First World War made national capital alive.Under the dual influence of internal and external interweaving,the rise of the Chinese goods movement has undoubtedly created conditions for the development of Shanghai's national capital business.The awareness of trademarks is highlighted,and emerging industries are born,which in turn promotes the rise of national capital.In the second half of the 19 th century and the complex and changing social situation in the early 20 th century,the ever-present commodity industry,products,and trademarks reflected the characteristics of “development in transformation” and “integration in conflict”.On the one hand,production,processing,equipment,and raw materials are mostly based on technology or civilization from Western countries;but on the other hand,in the context of the market between “resistance” and “advocacy”,entrepreneurs as the main body of trademark design "Or "designers" have tried to use the eye-catching visual elements of trademarks to awaken ordinary people's sense of identity with Chinese goods to resist "foreign goods".This contradiction in internal and external clamping has gradually appeared in the visual form of trademark design.appear.It not only reflects the opposition and integration with Western culture,but also reflects the trend of local consciousness display and continuous strengthening.At the same time,Western designers have aroused the curiosity and freshness of Chinese traditional art language through contact and understanding of the Chinese market environment.They have created more Shanghai-based trademark works by directly borrowing or adapting to the use of Chinese folk art forms..At that time,domestic designers established and enhanced the concept of trademarks while learning modern design techniques,and worked hard to find local visual elements for visual transformation and utilization.The two forces formed an intersection,mixing the design tactics and visual language into the unique temperament of Shanghai trademark design.The graphic between squares reflects the turbulent cultural changes and complex ideological realities,which have spawned more excellent trademark works,injecting more commercial information,life hope and surging enthusiasm for small pictures.As the material carrier of modern Shanghai's commercial development,the trademark's rhythm of visual language reflects the connotation and extension of the commercial culture in modern Shanghai.Although the transplantation and penetration of Western culture has had a significant impact on the development of Shanghai's business culture,the business in Shanghai is more influenced by Western culture than other cities in China,and the integration with Western business culture is more prominent.However,Shanghai's modern and contemporary business culture still retains the characteristics of local and traditional culture,which also highlights the characteristics of the “mix and match” of Chinese and Western elements in modern Shanghai trademark design.After the founding of New China,Shanghai's light industrial products once became the representative of the quality of life pursued by people of that era,reflecting the latest technologies in the aspects of clothing,food,housing,transportation and use in the 1960 s and 1980 s.At the same time,it also outlines a scene of life that people are familiar with.The reason why these graphic images become the visual symbols of a certain age and remain in people's memory is that the formation,development,prosperity or decline of trademarks are closely related to the manufacture,transformation and social consumption needs of products.Whether it is introduced by western colonial forces or new technologies,new processes,and new products born by national capitalists,they have naturally entered thousands of households and become familiar things in daily life.The trademark,as the endorsement and subsidiary of the product,is naturally printed into people's minds through visual forms.Shanghai's modern and contemporary trademark design has become a unique business culture with the development of cities and society.The development of traditional brands and trade names contains the hardships of entrepreneurs and designers of the past generations,and has become the symbol of Shanghai's regional culture.It reflects the evolution of Shanghai's urban development,is an important carrier of Shanghai's commercial culture,and is also a modern China.An important part of design development.In the new era,the Shanghai trademark contains more than just a product concept.Whether it is the revival of an old brand with history,or the iteration of new products and industries,more has been extended from a single trademark to a whole enterprise.Ideas,a unified visual image,and a more profound expression and expression of popular aesthetics and social responsibility.The development of trademarks in Shanghai has gone through a hundred years,and the birth and death of the trademarks has recreated the long-standing era,the changing society and people's lives.The seemingly ordinary scenes,images and words are not only the memories of people's minds,but also the historical footprints that are worthy of support and look back in the future development.This article focuses on the trademark patterns and texts registered,registered and used by various industrial and commercial enterprises and industrial and commercial products that have appeared in the Shanghai area between the opening of the city and the founding of the People's Republic of China for more than 100 years.Discuss the historical process and development law of its formation,development,rise and fall.The research content of this paper mainly comes from the Trademark Gazette published by the government management department during this period.The main innovative perspectives of this research are: 1.Clarify the historical context of the development of Shanghai's modern and contemporary trademark design,2.Sorting out the industrial fields attached to modern trademarks and the industrial reality of modern Shanghai,3.Emphasize the correspondence between the intuitiveness of modern trademark graphics and modern Shanghai psychology,4.It sorts out the deep connection between the trademark language form and the modern Shanghai regional culture.As this research involves trademarks registered in the Shanghai area for nearly one hundred years before the founding of New China,its variety and quantity are very complicated,subsequent research will be subject to further regular in-depth induction and logical refinement of typical cases.