由于商品经济的发展,各商业机构为了在激烈的市场竞争中确立自已的良好形象,除了在产品质量上严格把关外,还借助于含有一定意味的标志,并通过广泛宣传,使企业形象得以树立。大量存在于以企业为主的生产领域和以商业为主的流通领域里的标志是商标(商品的标志)和企业标志(厂标或经营机构的标志)。我国现代标志设计的发展,早期带有明显的写实性和封闭、狭窄的设计思路。1992年曾举办中国驰名商标评选活动,参选商标成百上千,在设计上绝大多数仍处在写实绘画、描绘图案的层次上,多以美术字、书法、山水、树木、花鸟、塔桥、龙凤以及几何形体作为表现对象,图案繁杂琐碎,简炼、概括不足,不具有很强的视觉冲击力。随着改革开放的不断深入,市场经济的不断发展,西方现代设计思潮的不 Due to the development of the commodity economy, in order to establish a good image of themselves in the fierce market competition, all commercial organizations, apart from strictly controlling the quality of their products, have also established their corporate image with the help of signs containing certain meanings and through extensive publicity . The emblems found in a large number of areas of enterprise-oriented production and in commercial-oriented circulation are trademarks (mark of goods) and corporate logos (marks of factory marks or operating agencies). The development of China’s modern logo design, with early obvious realism and closed, narrow design ideas. In 1992, there were hundreds of well-known trademarks in China. There were hundreds of trade marks in the competition. Most of the designs were still in realistic painting and pictorial level. Most of them were works of art, calligraphy, landscapes, trees, flowers and birds, , Dragon and phoenix as well as geometric objects as a manifestation of objects, complicated and trivial patterns, concise, lack of generalization, does not have a strong visual impact. With the continuous deepening of reform and opening up, the continuous development of market economy, the trend of western modern design not