The pictograph is the core of ancient Chinese characters. In recent years, Chinese characters, especially the ancient oracle-bone inscriptions and seal characters, are often adopted in logo design in China. This article analyzes the concise thought adopted in ancient character-creating, such as “highlighting characteristics”, “simplifying”, and “less for more”, and probes into the application of such ancient thought with modern design cases, in an attempt to establish evaluation standards for the integration of culture and art.

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