5G时代动态可变式校标设计及延展应用  

Dynamic Changeable University Logo Design and Its Extended Applications in the 5G Era

作　　者：杨超[1] 梁蓝波 YANG Chao;LEONG Lampo(Communication University of Zhejiang,Hangzhou 310018,China;University of Macao,Macao 999078,China)

机构地区：[1]浙江传媒学院,杭州310018 [2]澳门大学,中国澳门999078

出　　处：《包装工程》2020年第4期252-258,共7页Packaging Engineering

摘　　要：目的探讨5G时代中国高校如何通过具有高识别度和多元变化的校标设计及延展应用,提升中国高校的国际品牌形象,助力中国高校的国际化进程。方法通过比较研究中国137所“双一流”高校与QS世界大学排名前100强高校的校标,以图像分析和统计学的方法揭示中国高校校标设计高度雷同化、辨识度低的现状,指出常见的圆形范式校标在国际竞争和品牌传播中所存在的局限性;借鉴西方品牌形象设计的成功案例,寻找5G时代中国高校校标设计的创新理念、设计方向以及具体的延展应用方法。结论强调独特性、高识别性的校标设计在高校品牌传播中的重要性,并创造性地提出了“动态可变式”校标设计及延展应用在5G时代必将成为高校品牌形象传播的主流趋势和重要手段。This paper discusses how easily recognizable and dynamically changeable logo designs and its extended applications could enhance the international branding image of universities of China to which the process of internationalization is attributed in the 5G era.Through a comparative study of the existing university logos of 137 Double-First-Class universities in China and those of top 100 universities in QS World University Rankings via image analysis and statistical methods,the current situation of a high degree of similarity and a low-level recognizability among the logos of universities in China was discovered.The limitations of the commonly used circular paradigm of logos in Chinese universities in international competition and brand communication were revealed.Learning from successful cases of brand image designs in the West,this paper is in search of innovative ideas,design directions and specific methods for logo design of universities in China in the 5G era.The importance of uniqueness and the need of a high degree of recognizability in university logo designs and brand communication is emphasized and the idea that dynamic changeable logo design and its extended applications will become the mainstream and trend in university brand image communication in the new 5G era is proposed.

关 键 词：校标设计 校标延展应用 动态可变式标志设计 5G时代品牌形象传播 

分 类 号：J524[艺术—艺术设计]