The World Expo is a scientific and technological event held every five years which also a stage for the concentrated display of various designs, especially the logo design representing the image of various countries. This paper aims to analyze and study these designs will greatly expand our horizons and provide valuable experience to the expression of our country's "national image" in logo design. This paper compared and studied the connotation, materials and techniques of the previous World Expo logos, and discussed the design rules of the national image logo under the specific medium of the World Expo, and proposed the ideas and methods of Chinese image logo design. The visual image that China displays to the world is an important factor that affects the image of the country, and also an important part of the overall output of Chinese culture. The logo is a refined visual expression of national image and an artistic dissemination of national spirit in a world context. Therefore, its design should have a cultural positioning that conforms to the characteristics of the times, diverse national elements, and international visual aesthetics and creative expression technique.