现代标志设计对传统吉祥文化的意象抒写  

Application of Chinese Traditional Auspicious Culture in Modern Logo Design

作　　者：徐燕[1] 陆晓云[1] 

机构地区：[1]南通大学艺术学院,江苏南通226007

出　　处：《南通大学学报（社会科学版）》2012年第4期103-107,共5页Journal of Nantong University:Social Sciences Edition

基　　金：教育部人文社会科学研究项目(09YJA760021)

摘　　要：现代标志的视觉美感源于人类文化现象及意识形态的转变,展现出一个国家、民族、地域及文化的特征。因此,文化内涵对现代标志设计而言非常重要。追溯中国传统吉祥文化的起源,可以发现现代标志的象征性与吉祥文化的寓意性相吻合。吉利瑞祥的语言符号可以成为现代标志设计的重要创作元素。现代标志设计对传统吉祥文化中的吉祥"形式"的提取、吉祥"色彩"的象征、吉祥"意象"的沿用,使传统吉祥文化的"形"、"色"、"意"得以抒写,使现代标志蕴含更深的文化内涵和艺术审美。Visual aesthetic feeling of modem logo design is originated from the culture and ideology of Chinese na- tion, which can reveal widely the characteristics of culture, region, and nation. Based on these, cultural connotation is very important for modem logo design. Here, by tracing the origin of Chinese traditional auspicious culture, the symbolical characteristic of auspicious culture is high agreement with modem logo design. Symbolic language of lucky and auspicious- ness can be applied as important creative elements of logo design. By extracting the form, color and implication of Chi- nese traditional auspicious culture, more luxuriant implication of culture and Chinese arts are shown in modem logo de- sign.

关 键 词：标志设计 吉祥文化 吉祥图形 意象 

分 类 号：J524.4[艺术—艺术设计]