The Study And Research Of Shanghai Time-Honor Brand’s Trademark

The Shanghai catering history is long. With the development of commodity economy, Shanghai crown the many vendors is characterized by "size" trademark, time is known as the "old". Due to the invasion of western powers, late qing dynasty advocated the use of air currents, greatly promote the creation of various national name and trademark. The republic of China is an old tradition and western civilization compatible coexist and competition period, is the modern logo design from sprout to the development of the important historical stage. So in the period of the old Shanghai food trademark design study has certain value and significance.Modern Shanghai culture collision, the most intense social change, the cultural idea factor, the social and political factors and design trend, under the influence of food old logo design many changes have taken place during this period, the various logo design coexistence is the mood of the old Shanghai food. This paper first introduces the historical evolution of the old Shanghai food, under this background, the study of its trademark design in-depth system. Then mainly from the Angle of art and design theme ideas constitute a trademark, trademark, summarized the basic structure and constituent elements, summed up the unique cultural background of the modern logo design in Shanghai graphics cultural microcosm and cultural attributes. Finally, in the application of brand extension in combination with the author analyses the specific design case, and in the Angle of the old logo update old brand trademark make a comparison with foreign food, put forward feasibility for the development of the domestic food old trademark theory.By carding, analysis and induction, the old Shanghai food trademark design to the following conclusion:first, the early stages of the commercial design is still in its beginning stage, and is affected by the social environment, which has many complicated factors, but the overall form, not stick to one idea bold and unique think of opportunely. Secondly, multicultural style, embodies the spirit and aesthetic temperament and interest; Again, the logo image and heavy and complicated to simple, vivid realism colour is gorgeous, have a strong sense of identification; But for the absence of "significant" in the design of trademark, the famous trademark in enlightenment to the modern design should be personal and the perfect combination of brand information; Finally, logo design and cultural exchange and the fusion, laid the foundation of contemporary logo design, while catering to market development and the public interest in line with The Times to gradually grope a set of aesthetic and the national style of graphic vocabulary, contributed to the development of local economy. In the past, so-called can’t know the city will not be able to see the future of the city. Study of old Shanghai food trademark design, be helpful for a more intuitive way to learn the history of the old Shanghai food trademark design and its enlightenment to the future.