现代标志设计中的地域元素  

Local Elements in Modern Logo Design

作　　者：严荷菱[1] Yan Heling(Hefei University,Hefei 230601,China)

机构地区：[1]合肥学院

出　　处：《艺术与设计（理论版）》2019年第11期28-29,共2页Art and Design

基　　金：2018安徽省高校优秀青年骨干人才国内访学（清华访学）研修阶段性成果编号：gxgnfx2018 028;安徽省教育厅重点项目项目名称：将中国古代文学思想融入现代书籍设计编号：SK2017A0612

摘　　要：随着我国经济文化的发展,很多企事业单位建立了自己的企业形象识别,特别是以标志为中心的视觉识别。我国幅员辽阔,各个地方的企事业单位所处地域不同,因而也具有不同的自然环境和人文环境,设计师在设计标志时不仅要表达行业共性,还要依据不同的自然环境和人文环境来表达个性以示区别。文章从地域元素中典型的植物、动物、景点、建筑、传统纹样、文字着手,分析设计师是如何提取出地域元素,设计出具有个性特色的现代标志设计,以帮助人们理解并记住企业的视觉形象,促进信息更快、更准确地传达给受众。With the development of our country’s economy and culture,several enterprises and institutions have established their own corporate image recognition,especially the visual recognition centered on the logo.China has a vast territory.Enterprises and institutions in various places have different natural and human environments because of different regions.Designers must express the common nature of the industry when designing signs,and express their individuality according to different natural and human environments.The following is an analysis of how designers can extract regional elements from typical plants,animals,attractions,buildings,traditional patterns,and texts in regional elements,how do they make modern logo designs with individual characteristics helping people understand as well as remember the company’s visual image,how do they promote faster and more accurate communication of information to audiences.

关 键 词：标志设计 地域元素 植物 动物 景点 建筑 传统纹样 文字 

分 类 号：G206.3[文化科学—传播学]