Thoughts on trademark design from the viewpoint of Ecological Aesthetics

Modern society is a consumer society featured withoverproduction andconsumption aiming to maintain and stimulate production. This indicates that humansociety has bid farewell to the traditional material scarcity era. Its basic aim is tocreate an affluent society of materials and sources of power consumption and socialdevelopment. Its main purpose is to improve the quality of life and to facilitatethedevelopment of consumer society that is conducive to personal and socialdevelopment. Material consumption in the consumer society boosts production,promotes economic growth, which will undoubtedly play a positive role in the socialprocess of production. People will pay more attention to the physicalcharacteristic,use and practical valueof goods. Thus in this consumer society, peopleare more concerned with the symbolic value, cultural and spiritual identity and imagevalue of goods. In such a consumer society, value and production also have culturalmeaning.In a consumer society, the quest for visual consumption and visual pleasure generatesa culturein new social form of image with popular and post-modern features. Visual isprolonged human skin feel. The combination of the composition of visual space andskin feel work together to objectively grasp and judge the skin sense experience andskin feel metaphor.Trademark design aesthetic in modern society is no longer a purely technicaloperational issue. With many factors involved, logo design belongs to the field of"commodity aesthetics". Visual stimuli, sensory satisfaction and image of theconsumer become a contemporary aesthetic psychological need. Visual culture hasbecome an important part of modern human culture to actively build the freedevelopment that has played an irreplaceable role. To do a design trademark with fullawareness of the problems mentioned above, congenital skin visual contact and skinfeel visual tend to take full advantage of the good skin feel analogy to the modernmentality: bold, warm colors to attract the public; simple and clean to meet theexpectations of the public is visual culture which shows people the efforts to thepursuit of freedom.Visual culture cannotbe ignored in today is society. It also playsa positive role inthe development of modern society, but we do not blindly cater to the tendency ofmodern society. When it comes to visual culture, the drawbacks of the consumersociety are obvious. The pursuit of sensual enjoymentand visual image without depthare flattening and fragmentations. It seems that only the public recreation pleasant aspects during the trademark design should be recognized as disadvantages. That is tomake the icon image simple, crispy, and easy to be accepted by the public with moreprofound cultural meanings and connotations. Accepted aesthetic disciplines alsoextremely concerns about theories. Thus logo design process should be done to fulfillaesthetic subject for the aesthetic enjoyment of spiritual detachment, and to achieveself-sublimation realm.Economy development has also brought many social problems, such as the worseningrelationship between man and nature, environmental issues, poetic dwelling problems.What we want to see is economic development and social progress. The flamboyantbehind comes at the expense of the environment, and the wanton plunder of natureand ecological environment. It is imperativeto establish new discipline of ecologicalaesthetics. Many scholars in the West have long pondered this question. They holdhigh the banner of opposition to "anthropocentrism" to promote "ecological holism"including concepts like“we only have one Earth”,“Adequate is enough”. The effortsof our country is ecological aesthetics to ecological ontology as its theoretical basis,combined with the ideological resources of East and West, ancient and modern,philosophy and Confucianism, Buddhism, Taoism and other efforts to build a newideological and theoretical system is to actively explore and find the survival ofmodern society in a continuation of the human self in the situation of globalizationand integrationto seek eco-aesthetic ideal of modern poetic dwelling.Logo design in the perspective of ecological aesthetics is facing opportunities aswell as challenges. Logo design must go beyond the limitations of previous thinkingor past social development of a single target discord instead of a unity. It should takethe concept of ecological aesthetics into actual operation, to overcome consumeralienation to stimulate consumer consumption. Logo design should strive to practicethe "enough on the line" concept of rational consumption, leading consumers torational consumption. Commodity producers are no longer blindly expandingproduction. Instead, it should happen with relationship between the moment of theenvironment and human in mind. Moreover, logo design and the pursuit of "green"and "ecology" will take the lead.Ecological problems, environmental issues, poetic dwelling problemsareextremely complex.Human is development is surely worthy of recognition and praise,but we must clearly recognize our own problemat the same time. These problems maymake us pessimistic, or disappointed, or even losingour confidence. But human isgood at thinking. People can recognize mistakesbefore mending their ways. Theacademic circleis now strongly advocating the establishment of ecological aesthetics.The efforts to explore the practice and theorymake it possible to bring theories out of the ivory tower and into the homes of ordinary people. This enhances social progressto improve public participation and to strengthen public awareness.This article is just one example of the reality that logo design, as the startingpoint, engages people to actively think about the impact of visual culture in itsaesthetic requirements in the modern consumer society. Based on the ecologicalaesthetic theory, focusing on in-depth analysis of the discipline of ecologicalaesthetics, we strive to establish the era of practical significance and contemporaryvalues, and the requirements of the theoretical framework under the trademark designof this small aspect of a more detailed analysis. In order to expand the demonstrationand to adhere to the concept of reasonable consumption to overcome the consumeralienation; in order to overcome the alienation of human nature and seriouslyimplement the concept of "green", "green", "ecological", we need to recognize that itis different from the previous harmony, symbiosis on the road of the humanexploration of the earth and our own survival. As long as each one of usestablishesand adheres to this concept, we will see a better tomorrow coming.