The Study On The Esthetic Construction Of Logo Figure Design

The figure and the character are the two basic components of the brand logo. This paper tries to do research on this problem about the aesthetic perception of designing of brand logo's figure. From the aesthetic angle, this paper analyses the specialty of composing elements including point, line, plane and color and the affect of visual flowing to the figure; and researches the Orientational and developmental problem of symbol figure designing in the culture entiroment. With our national economy improving, people's consumptive concept not only stays at the layer of merchandise's functional attribute. But people pay much more attention to the mental experience of getting good aesthetic perception. And it has become the key point which helps the enterprise brand get ahead during the commercial competition. The logo is the core sign which affects our visual sense organ. This paper does the research on the design of logo's figure how to deal with the relation among different social culture modalities, which could support some beneficial help to the design of the enterprise brand. The paper's structural arrangement as follows:At the beginning, the article discusses the related concepts of enterprise's image.It puts forward that the brand strategy will be the core point of enterprise's developing strategy, because the brand assets has become the key factor at the future market's competition.consequently,the article tells the basic concept and history background of discriminating system of enterprise's visualize.The first chapter analyses the basic factors and two forms of the figure. Finally it discusses the figure's modality is how to communicate with human beings'soul and feeling as a kind of significative image.The second chapter includes two parts. The first part explains the beautiful principle of the form of different figures and visual factors. The other part analyses the visual flowing problem of the symbol figure.The third chapter mainly talks about another important attribute--color--which affect people's mind and feeling.The fourth chapter analyses the affect of social economy and culture environment to the aesthetic concept of the figure designing. And meanwhile it points out that popular culture and are the main modalities of social culture. Fashion,popularization and entertainment are the main characteristics of popular culture.Economic globalization makes the world culture deeper than before. Because of the developed economy, western culture spreads more widely than any other one, which also affects the design of brand symbols. In this case, only imitating should not be the instructional idea. Then the fifth chapter explains that the design of figures should base on national traditional culture. Inheriting tradition doesn't mean conservation, but originality.The last part concludes the importance of aesthetic principle. it also shows that the significant meaning of the enterprise's brand.