The Study Of Logo In The Perspective Of Broad-sense Writing

The paper gives an analysis and research on logo from the perspective ofbroad-sense writing. From the point of the main elements of the logo, such as thewriting, color, graphic, etc, combined with the basic theory of philology, gives acomparative analysis on the structures, the forms and the development characteristicsof the logo. Then, indicates that the logo exhibited the function of broad-sense writing.The broad-sense writing is a new theory on the academic research of philology in therecent years. The main viewpoints of it is the research on philology should not beconfined to the framework of linguistics, and should be pay more attention to theproblems on the origin and formation of the writing, the relationship between thewriting and civilization, the function and nature of the writing from a more broadvision and need to reexamine on the relationship between language and writing.The article is divided into three parts:The first part is the introduction. The definitions of the writing and the logo aredefined from the perspective of broad-sense writing. Then, explained the content ofthe research objects. The objects mainly including：the Olympic Games emblems, thelogos of famous university and enterprise both at home and abroad. And, then givesan explanation of the reasons. Based on this basis, gives a brief overview on thesubject tenet, research methods, the purpose and significance of the research. Then,combed the current research status of logo in the domestic and overseas, whichincluding both the achievements and insufficient in the subjects of graphic design,semiotics and communication. At last, shows the foothold of the whole paper.The second part is the body of the paper and mainly discussed in the followingtwo aspects:One the one hand, analysis the three main elements of the logo, gives anstatistics on the using scales of the writing, color and graphics, to show theirimportant roles and functions in the logos and gives an explanation on the structure ofthe logo. Then, gives an analysis on the logos from the perspective of broad-sensewriting, introduced the main elements of the logo respectively, which reflects the spirit of writing, that is, the elements all have a certain nature of writing, to show thefunctions of the logo and the similarity between the logo and the writing. Besides,make a comparison between the tendency of the logo design and the writing, to showthat there are also some similarities between them, such as they are homologous.One the other hand, based on the function of the writing, first make a briefexplanation on its functions, such as the function of information transmission andcultural function, etc. Then, analysis the function of writing and the whole function ofthe logo, which can be called the function of broad-sense writing, for example,aesthetic function, distinguishing function, communication function,cultural-memorization function, etc. As a result, logo has its own advancements thanthe writing in some functions.The last part is the conclusion of the paper. First, make the conclusion of thewhole paper. As a symbolic mass media symbol, the logo is an important tool in thecommunication and exchange for the people. It’s an important research object of thebroad-sense writing and shows some function of broad-sense writing. As a result, theresearch on the logo from the perspective of broad-sense writing has practicalsignificance and plays a Promoting role on the logo design. Finally, give aninternational outlook to the logo design.