| With the development of society, the human has experienced variouskinds of cultural patterns, ranging from the word-of-mouth to modernvisual culture, and the visual-signs oriented diffusion system has thuscome into being. The cultural divert makes the visual diffusion a mainstyle of cultural diffusion in the visual culture times.The brand sign, consisting of the visual signs of both the inherentculture and external figures, is an important medium of transmitting thebrand information. The generation of the brand can not do without itscultural basis. The brand signs in the different cultural times have theirrespective characteristics. In the visual- culture times, the brand signs areof utmost importance for the development of the brand.If the brand would continue to develop, its signs should be in line withthe cultural circumstance of the current times and possess some featuresof the times. The author, taking the Chinese traditional brand for example,summarizes three characteristics that brand signs should possess in thevisual-culture times on the analytical basis of the present situation ofChinese traditional brand and its development.The author thinks these three characteristics are the theoreticalsource of the modern innovations in the Chinese traditional brand signs.So on the condition that the Chinese traditional brand signs should adaptto the characteristics of modern times, we should make renewal in thetwo aspects of cultural connotation and figure expression, maintaining the divergence and the coherence of Chinese traditional brands inprocess of the brand sign designing.Under the circumstance of visual culture, the discussion of thefeatures of the Chinese traditional brands is virtually equal to discussthe fusion of the traditional culture and modern figure. Against thenew cultural background, the Chinese traditional brands must carryforward the traditional culture of the Chinese traditional brands aswell as adapt to the aesthetic habits of modern people. We should seek forthe best conjunctions between the tradition and the modern for thepurpose of realizing the signs integrity between the inherent culture andthe external forms. |
