If it is only the use of logo; I think the logo needs to be simple and clear to remember, and it needs to be distinguished by recognition, so the pattern should be the most suitable. Then I'm afraid that the fit of calligraphy in this respect is not high, the font is complex, and the details can't be seen clearly after the pattern is small; Imagine that Li Ning wrote in calligraphy instead of L, how hard it would be to remember, especially when China's brand goes global and is easily recognized by foreigners, the calligraphy font is probably a gobbledygook for them; For example, there should be only a few ways to write blessings, but it is basically impossible for foreigners to remember them. I remember Jackie Chan has a dragon suit, and the design effect, in my opinion, is really. . . From this perspective, letters and patterns have natural advantages.
On the other hand, it should be a lack of design talents, and design and calligraphy are unfamiliar, but it should be a fact; I remember listening to a class, and the teacher also said that everyone was asking for the innovation of calligraphy forms and lines; For example, write a pair of words, then cut the paper manually and then cut it. . At least from my point of view, this is not a book or a law, but only a performance art or a reluctant line art.