Trace Design of Wuhan International Cultural Industry Fair (Part I)

[Abstract] This paper discusses the design process of the Wuhan International Cultural Industry Fair. In order to reflect local culture, we first elaborate Jingchu culture, extract the representative elements of Jingchu culture, symbolize the cultural elements, and apply it to the logo design of the cultural and art fair, successfully realizing the implication of Jing Chu. The cultural design features both the symbolic design of the modern composition concept and the theme of the Expo. Taking this design case as an example, a useful exploration of the harmonious integration of ethnic traditional culture, Jingchu culture and modern design will be conducted.

Keywords: Jingchu culture; chimes; logo design


The sign is a kind of symbolic mass communication symbol. It expresses a certain meaning with a refined image, and uses the thinking ability of people's symbol recognition, association, etc. to convey specific information. The function of the sign to convey information is very strong, and it has a wealth of implied power and symbolism. Under certain conditions, it even exceeds the language text. The symbol selected by the Wuhan International Cultural Industry Fair in 2004 was to express the modern logo design concept with the aid of the symbolic visual language. Its appeal exceeded the limits of words, time and space, and was given to the refined composition and neat expression. The reader has a strong visual impulse and vividly expresses the essence of Jingchu culture. This successful logo design not only has a strong sense of modernity and information, but also has rich Chinese cultural flavor. At the same time, it is also a good practice for handling traditional plastic art and modern design. The article will discuss the concept of the logo from the concept to the process.

1 Deep Thinking on the Combination of Jing Chu Culture and Symbol Basic Forms

The logo design developed from the inheritance of historical culture as a sign symbolizes different characteristics of the times, ethnic groups, countries, and regions. In recent years, the domestic design community has carried out unremitting discussion and practice on how to inherit traditional ethnic culture and expand modern logo design. In their respective works, they have deliberately intensified the organic combination of tradition and modernity, among which many outstanding design works have emerged. . These works not only reflect the concept and fashion of modern logo design, but also reflect the different historical and cultural characteristics and aesthetic orientation of various nationalities and regions, and show the artistic charm of traditional graphics and modern logo design. Recently, the author's logo design for the "2004 Wuhan International Cultural Industry Fair" (hereinafter referred to as "the "Civil Exhibition") was based on the successful application of the combination of modern logo design and Jingchu culture.

Different regions and different cultures have different meanings and things. The content and location of this symposium are closely related to Hubei and its culture. Therefore, the cultural background of Jingchu culture as a symbol design is very natural.

One of the signs of success is to express deep cultural meanings, and the other is to have a symbol that can express this cultural connotation. As the focus of this symposium is “combining the provincial conditions of Hubei Province, through the establishment of a platform for investment promotion of public welfare cultural projects and operating cultural industries, we will carry out various forms of cultural promotion, investment attraction, exhibition, development, and exchange that embody cultural characteristics. And negotiate activities to showcase the cultural achievements of Hubei Province, broaden the social cultural channels, absorb domestic and foreign forces and domestic and foreign capitals to participate in cultural construction, jointly promote the rapid and better development of the cultural industry and cultural industries in our province, and enhance the cultural industry in the province. The comprehensive strength and competitiveness at home and abroad have continuously enriched and satisfied the growing spiritual and cultural needs of the people, and continuously increased the contribution rate of cultural undertakings and cultural industries to economic and social development." It is not difficult to analyze the basic form that uses the word "Wen" as a symbol to best embody the theme of this symposium.

It is not difficult to use the symbol "literature" as the basic form of the symbol. What is difficult is how to integrate this symbol perfectly into the characteristics of Jingchu culture. In order to solve this problem of integration, the Chu culture has been studied in depth, from which the symbols that have rich implications for Jingchu culture are extracted and applied abstractly.

The Jinghu culture has a wide range of content. It is difficult to reveal the broad connotation of the Jingchu culture by talking about its characteristics in general. In the long history of the motherland, the Jingchu culture is an important part of the ancient culture of the Chinese nation. "Chu" is not only a national concept but also a national concept. It is also a geographical concept. With the addition of a "jing" character, time is extended. The Chu culture has a long history and far-reaching influence; the "Jing Chu culture" takes longer. In the study of Jingchu culture, the study of Chu culture is the key point, because the source of Jingchu culture is the Chu culture. Chu culture was born and developed in the Jingchu land. It absorbs the strengths of Qin and Ba cultures, while retaining its own unique cultural forms and cultural characteristics.

In the regional culture of Zhou Dynasty countries, Chu culture is an extremely important branch. The main composition of Chu culture can be summarized as six pillars: bronze smelting, silk embroidery, wood and bamboo lacquerware, art music, Lao-tzu philosophy and Qu Sao literature. Judging from the current archaeological achievements, the most advanced bronze smelting is from the State of Chu; the earliest ironware is in the State of Chu; the quantity of the pre-Qin lacquerware is large and the essence of the craftsmanship is more than that of Chuqi Lacquer; the most creative silk embroidery comes from the State of Chu. The pre-Qin gold and silver coins are all coins of Chu. The philosophy is Lao Zhuang, literature is Qu Sao, the originator of drama is Chu You You Meng, Yang You is a famous archer of Chu, and Chu’s music, dance, painting, and sculpture are extraordinary and refined. Chu Le’s “octave” It refers to gold, wood, earth, stone, silk, bamboo, leather, and silk. The country’s high level of chime music and dance is universally acknowledged. In terms of political innovation, the Chu people first established a county system in Jingmen, Hubei Province, and classified it as a first-level administrative division, which changed the nobility seal system, and thus led to military, land, and tax reforms. In the aspects of astronomy, calendar, mathematics, Chu people have unique contributions.

(to be continued)

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