近年来，中国元素终于在设计界觉醒。人们终于正视了他古老而庞大的内在价值，让中国元素畅通地活跃于中国和世界舞台。

国际品牌开始出现龙，牡丹，水墨，中国红，国人难免讥笑他们的班门弄斧，然而，我们不得不承认，国内设计师做的并不比外国人出色，许多元素的应用依旧是皮毛，我们徒劳地堆砌汉字、水墨、陶瓷、汉服、功夫、宫殿、熊猫、占卜、龙、卷轴、兵刃……中国元素背后的深厚文化底蕴被忽略了。这样的作品，徒有出众的外形，却没有中国文化的神采。

是时候了，我们应该为贫乏的从文素养、饥饿的内涵、失落的民族美学反思，以“最本质的中国创意文化”为出发点，开始厚积薄发，深掘民族美学，唤醒我们灵魂中的中国式灵感。从内化的思想到外话的设计语言，完成突破和创新。

润德标识的设计过程正是我们的一次成功尝试。我们在《周易》、《道德经》中找到灵感，挖掘了企业和中国文化间的内在联系。

润德标识的主体由三个从小到大的水滴组成，灵感取自中国传统的八卦图形，又取义《道德经》“道生一，一生二，二生三，三生万物。”将标识分化为三个部分，结合润德集团的行业特性，赋予三部分“投资方”、“被投资方”、“社会”的意义。

所谓润物无声，厚德载物，润德集团以水润万物的方式，由一到三，由小到大推动三方相互发展，在创造健康投资环境，促成投资方与被投资方双赢的同时，回馈社会，造福人民，为社会创造最大的财富。

当我们越是深入挖潜中国古老的文化，就发现越多隐藏于深层的活力和创新力，就像在考古的发掘中找到了沉睡千年的活物，那是一种超出惊讶和狂喜的收获。中国元素不该沉浮于流行，他应该永远是高于流行的存在，而我们该做的，就是不断从中发掘更民族，更中国的杰作。

In recent years, Chinese elements have finally wakened in design field. People have finally observed its ancient and enormous internal value, which makes it possible for Chinese elements to smoothly appear and play a role on the stage of China and the world.

International brands begin to show dragon, peony, ink drawing, and Chinese red. The Chinese people unavoidably laugh at their displaying slight skill before an expert. However, we have to acknowledge that what the domestic designers have done is no much excellent than that the foreign countries. The application of many elements is very shallow, only to the surface. We pile up Chinese characters, ink paining, ceramics, kungfu, palace, panda, augury, dragon, scroll bar, and weaponry , but in vain…… the deep culture behind Chinese elements are totally ignored. Such works have only extraordinary appearance, but without the spirit and expression of Chinese culture.

It is time for us to reflect in poor cultural quality, starving connotation and lost ethnic aesthetics. We should begin from the “most materially creative culture of China”, accumulate steadily, tap ethnic aesthetics and waken the Chinese style inspiration in our soul. From internalized idea to externalized design language, we should complete the breakthrough and innovation.

The design process of Rudder logo is one of our successful attempts. We find inspirations in “Zhou Yi” and “Dao De Jing’, and tap the internal links between companies and Chinese culture.

The design process of Rudder logo is one of our successful attempts. We find inspirations in “Zhou Yi” and “Dao De Jing’, and tap the internal links between companies and Chinese culture.

Based on the so-called watering everything peacefully and carrying the outer world with a breadth of character, Rudder Group promotes the mutual development of the three parties from one to three, from small to big, in the manner of watering everything. When creating a healthy investment environment and promoting the win-win between investor and investee, Rudder will return the society, create benefits for people and create the biggest wealth for the society.

The more deeply we tap the ancient culture of China, the more we find the vigor and innovation hidden in the deep layer. Just as discovering living creature that has slept for thousand years in archeology, it is an achievement that transcends surprise and ecstasy. Chinese elements should not be sunken to fashion; instead, it should be an existence higher than fashion for ever. What we should do is to find more ethnic and Chinese masterpiece from it.