The satellite on Shandong Satellite TV program has brought about a series of revolutionary changes in the work of the whole station, and the change of the station logo is only one of the small things. But this little thing took some brains, and it was accompanied by the whole process of satellite preparation. ?

1. As early as 1990, at the 65th provincial governor's office meeting, Shandong TV Station was approved to be on the satellite. By 1993 and February 16, the land acquisition of Shandong TV Station was completed, the fence was broken, and the problem of satellite access was solved. In August of 1993, the Ministry leaders learned that the state wanted to rent an American satellite (Zhongxing No.5) to let CCTV and some provincial TV programs board the satellite in advance, and decided to board the satellite in advance by Shandong, and immediately went to Beijing to try to rent the corresponding satellite transponder. /kloc-in August of 0/7, according to the opinions of the director's office meeting, I put forward the requirements of improving the program quality and enhancing the program production ability as soon as possible at the cadre meeting of all departments and above in Taiwan, and made specific arrangements. At the meeting, it was announced that a demonstration team of Shangxing program scheme was set up, and a live program planning team was set up, requesting that logo and all column titles be updated in mid-February of 5438. It is emphasized that while improving the program quality, we should attach great importance to the program packaging and establish the image design concept of Shandong TV Station. The sudden advance towards the star immediately made the whole station nervous. ?

2. 199 1 In order to celebrate the 30th anniversary of the establishment of Taiwan, we collected a logo on a large scale and invited experts from the Central Academy of Arts and Crafts to design the scheme. Experts from Shandong University of Arts and Crafts analyzed the collected manuscripts one by one, and with our own editing, a pattern was formed (Figure 1). This pattern retains the stable form of the original logo (Figure 2) centered on the iron tower, and changes the two triangles at the lower part of the original logo. The whole pattern is defined as a circle, just like a bird spreading its wings. This pattern has image, meaning, straight line and arc, and it is exquisite from a professional point of view. But I don't think it can be exciting. Because I participated in the printing of a series of Taiqing printed matter, I decided to put it into printing. It may be because the TV station logo is not separated from the tower, and the idea of circling radio waves is lacking in originality. The reflection of the pattern in the background is flat. This logo has not been used in TV broadcast, but I have never given up the idea of making an ideal logo in my mind. ?

3. Compared with the previous wireless transmission means in the province, the TV program on satellite is a historic change. The satellite on Shandong Satellite TV program means that it will provide a window for the audience of the whole country and neighboring countries to know and understand Shandong. The most direct, lasting, clear and concise image representing this window is logo. Therefore, as a window, we must not only reflect the characteristics of TV from the function. Not only should it conform to the general characteristics of good-looking, easy to remember, easy to recognize and easy to do, but more importantly, it can let people know that it is from Shandong! ?

The stars in the program make the idea of updating logo firm and urgent. However, large-scale collection often has little effect, and comrades engaged in technical work in Taiwan Province have also designed some schemes, but they are not ideal. By August, it was overwhelming. As a director, I studied art. In the words of my peers, I am knowledgeable and have the right. If the logo design is not good, I am responsible. So I've been thinking. I often compare the logos of some domestic TV stations in my mind, and often flash some simple and simple logo patterns from abroad. At one time, the logo of Sichuan TV Festival (as shown in Figure 3, now the logo of sctv) was the impression that stayed in my mind for the longest time. I think making a fuss about the characteristics of Chinese characters may be the way out. I was excited when I first thought of turning cursive mountain characters into birds! I am excited because this idea abandons the image of the iron tower that lacks the characteristics of the times in the previous logo design, strengthens and magnifies the creative idea that the overall image is a bird, overcomes the original shortcomings, and positions the new logo on the combination of abstraction and clarity. It not only transcends the idea that Mount Tai and the Yellow River have always been regarded as the image symbols of Shandong, but also takes care of the writing characteristics of the same mountain character in Shandong Province and Shandong TV Station. In the production of logo, we can complete the evolution process from mountain characters to birds through animation, and use images to reflect this rational thinking procedure. The reform and opening up has made Shandong's economic development and social progress change with each passing day. People often use the abstract concept of soaring to summarize and describe. The image of a bird is easy to deform and generalize, and it has beautiful meanings such as soaring and fighting, peace and freedom that ordinary people can understand. Isn't it a symbol of ideal? I think this idea is very likely to come true. ?

I told this idea to the comrades in our art group, and motioned them with a pencil to form a pictographic bird with three-color lines according to Wang Xizhi's cursive mountain character in China Calligraphy Dictionary (Figure 4). We discussed the integration of images and formed a pattern as shown in Figure 5. Comrade Ma Fengshun, editor of American Taiwan Province, loves calligraphy and is good at craft making. He quickly made this pattern out of a thin plastic foam board and sent it to my office on a round black plate. At this point, I feel a lot more at ease. Later, I asked the comrades in the art group to make an animated copy of this basic picture for about 30 seconds. Yuan Zongkai, Wang Shaokun from the advertising department and Kong Su from the technical department used the newly introduced SGI graphic workstation from the United States to overcome the difficulties such as lack of technology and software, and worked around the clock. Finally, the task was completed as scheduled in 65438+February and 65438+April, and the assessment was passed at one time. ?

4. Recalling this process does not mean how good the logo of Shandong Satellite TV is, but mainly shows the creator's subjective thoughts and pursuits. In fact, from the perspective of professional design, this is a rather stupid production (from the perspective of conception). It is just a logical thinking process, which vividly illustrates the rapid development of Shandong province and Shandong TV station in the reform and opening up. This logo and Shandong Satellite TV program "Shangxing" have attracted people's attention, and the logo is also mixed. Some people say it's a fire phoenix, while others say it looks like an earthworm. There are also tourists from other provinces who call me to ask what this sign is and want to get the director's standard answer. How about the logo of Shandong Satellite TV can only be judged by the audience themselves. But one thing is certain: it has attracted people's attention, at least it is not a mediocre thing that people despise.

This 26-second logo is only broadcast twice a day. Most viewers only see the fixed logo that always appears in the upper left corner of the screen. Only some viewers saw the whole process and understood the origin of this logo pattern. Shandong Satellite TV has been broadcasting for two years, which means that this logo pattern has been explained for two years. Our audience has the habit of asking questions about anything. Many people who see this sign want to think, what is this? Why is this? From what we heard, most of the audience thought it was a bird, but that's enough. Based on this understanding, the new logo put into use on 1996 1 month 1 day omits the explanation process of the origin of logo, and strives to be concise and atmospheric, and directly introduces logo from a symbolic background, so as to better highlight the modernity from the aspects of technique, light sense, material and rhythm.

This logo won the first prize of 1994 provincial news art.