品牌视觉识别的符号要素与指称关系  

On the Symbolic Elements of Brand Logos and Their References in Brand Visual Identification

作　　者：蒋诗萍[1,2] 

机构地区：[1]上海财经大学人文学院 [2]四川大学符号学-传媒学研究所

出　　处：《符号与传媒》2016年第2期183-195,共13页Signs & Media

摘　　要：在品牌表意过程中,品牌logo作为品牌视觉识别体系中的最主要要素,构成了视觉渠道表意的有效因子。一般而言,品牌logo可以分为文字标识、图形标识、图形与文字复合标识三类,但这都只是从其表面所呈现出来的特征对品牌logo进行的分类,不能反映logo与商品之间的深层意指关系。根据符号与对象间的任意性与理据性关系,品牌logo的符号类型被分为像似性符号、指示性符号与规约性符号。同时,由于品牌logo具有特殊性,各种符号类型间的界限并不明显,三者经常混合,因此,品牌logo是兼具三种品质的符号。In the brand signification process, the brand logo is considered the essential element of brand visual identification systems due to its role in constructing a brand＇s visual representations. Generally, brand logos can be divided into three types according to their external representations： character-based, graphical and compound. However, this classification does not reflect the deep relationships between brand logos and their related goods. Inspired by Peircean semiotics, this paper holds that there are three types of logo signs--icons, indices and symbols--based on the relation between each logo and its object. Theboundaries dividing these three types often blurs due to the special nature of the brand logo, which can thus be regarded as a sign that blends icons, indices and symbols.

关 键 词：符号 品牌1ogo 品牌视觉识别 指称 

分 类 号：J534.4[艺术—艺术设计]