标志设计的感动诉求分析——以银行标志为例  

Analysis of the Touching Demand in Logo Design——Taking Bank Logos as an Example

作　　者：笪衍[1] 郝鑫[2] 

机构地区：[1]南通职业大学艺术设计学院,江苏南通226007 [2]南通职业大学学报编辑部,江苏南通226007

出　　处：《南通职业大学学报》2016年第3期34-38,共5页Journal of Nantong Vocational University

摘　　要：通过对标志概念的阐述,指出当今社会对标志概念理解的偏颇并分析其原因,以银行标志设计作为讨论的载体,将标志设计的层次归纳为感觉层次、感受层次和感动层次,指出标志设计要以设计师、组织和受众之间三维一体进行情感交融与沟通,达到"心目感动"的更高境界才是对标志设计的准确理解。一个好的标志设计必须具备亲和力、构成要素易理解、能感动受众,才会有更长久的市场生命力。Through the elaboration on logo concept, the writer indicates the biases that the society holds for logo concept and analyzes the causes. Taking the design of the bank logo as the carrier of this discussion, this paper induces the logo design levels as feeling, experiencing, and touching levels, analyzes and proves the thesis of this paper, that is, the logo design should be achieved by the emotional communication and harmony of the designer, the institute and the audiences. The accurate understanding of logo design is to reach the higher state of touching the heart. Only by appearing friendly, understandable and touching can the logo bear vitality.

关 键 词：标志 设计 非语言符号 感动 

分 类 号：J524[艺术—艺术设计]