标志作为一种特殊的视觉符号,具有承载物质和精神的双重功能。在现代标志设计中运用传统文化元素,从情感上有利于拉近集体认同感,便于更好的获得消费者的认可。我国传统文化内容内容丰富,种类繁多,思想深邃,现代标志设计与传统文化联姻,既有利于对传统文化的继承发扬,又为现代标志设计增添无限魅力。 As a special visual symbol, the logo has the dual function of carrying material and spirit. The use of traditional cultural elements in the design of modern logos can help to narrow the collective sense of identity and make it easier for consumers to gain recognition. The contents of traditional culture in our country are rich in content, diverse in variety and deep in thought. The marriage between modern logo design and traditional culture is conducive not only to the inheritance and development of traditional culture but also to the infinite charm of modern logo design.