Research On The Application Of Chinesecharacters "Hewen" Phenomenon In Modernlogo Design

"Hewen" refers to a form of text expression that combines two or more characters into the same text unit by sharing and borrowing strokes,and maintains the characteristics of multi-syllable reading.It is widely used in calligraphy creation,Taoist activities,folk Chinese characters and other phenomena.Since modern times,the traditional application of "Hewen" has gradually decreased,which is more reflected in logo design.The research on "Hewen" is mainly focused on ancient characters and folklore,and less attention is paid to the study of "Hewen" in logo design.This paper takes the application of "Hewen" in logo design as the research object,and explores the principle and value of its application,which is of certain significance to explore the formation and development of "localization" design style.Tracing back to the history of "Hewen",there are the practical "Hewen" recorded mainly in ancient characters,the religious "Hewen" used in Taoist activities,the folklore "Hewen" developed after the Song Dynasty,and the new "Hewen" in modern society.The Design of "skillfully suitable for sharing" in Hewen,the expression of symbolic implication,is consistent with the schematic nature of simple images in logo design,and their similarities in visual space and information transmission also provide a basis for their integration and development since modern times.Through the diachronic and synchronic analysis of the sign of "Hewen",its application stage can be divided into four periods: boom period,prosperity period,stagnation period and revival period.In the application of the "Hewen" logo,there are certain changes in design content,design style and application groups,and what remains unchanged is that the same glyph and meaning are under the guidance of the concept of "skillful and suitable sharing".The use of surround mosaic,replacement isomorphism,pictographic understanding and other configuration methods to express."Hewen" logo has gradually become a common phenomenon in logo design in the application of a variety of configuration methods.While it abides by the principles of logo design,overall shaping and individual identification are also particularly important.The discussion of design methods and principles is a regular summary of the logo design of "Hewen".In the specific application,the logo of "Hewen" has an obvious trend of figurative and interesting design,and also shows the limitation of cross-regional character recognition.In this regard,the flexible thinking of arrangement in the logo design of "Hewen" can be used to make it not only a combination of external elements in a specific form,but also a pluralistic creation in the traditional design concept,constantly meeting the needs of the development of the times.Through the analysis of the application principle of the "Hewen" logo,it provides method guidance for its design and promotes the wide application of the "Hewen" logo.The ingenious conception in the design of Hewen satisfies the application purpose in different historical stages.The logo of "Hewen" is based on traditional modern expression,and its application has certain cultural,economic and social value.The logo of "Hewen" extends and develops the design of Chinese characters and enriches the dissemination of information centered on Chinese characters.This renewable creative resource is constantly used in the shaping and consumption of brand culture.The "local" element contained in it is an important way to improve the homogenization of modern design.Through the research on the application of the traditional design form of "Hewen" in modern logo,this paper provides a new direction for the contemporary development of "Hewen",and also provides a reference for the excavation and utilization of traditional elements in logo design.and then better inherit and develop the local design elements,and construct the "Chinese design" system.