新中国早期产品品牌命名和设计范式探究——以烟标为例  

Research on the Brand Naming and Design Paradigms of Early Products in New China:Taking Cigarette Labels as an Example

作　　者：杨新忠[1] 李克[2] Yang Xinzhong;Li Ke

机构地区：[1]南昌大学艺术与设计学院 [2]山东大学新闻与传播学院品牌研究所

出　　处：《艺术设计研究》2020年第2期61-67,共7页Art & Design Research

基　　金：江西省教育科学“十三五”规划项目“艺术设计学科毕业设计跨方向合作研究”(项目编号:19YB003)的阶段性成果。

摘　　要：新中国早期产品品牌的命名和设计,在政治内容、审美趣味与商业企图之间获得了平衡。构建了易于被大众接受,群众喜闻乐见,紧随时代潮流的命名和设计范式。其中,以烟标最为典型,散发出鲜明的视觉特色和独有魅力,给人们留下诸多的回忆。为新中国立国建国、经济建设、航天国防、友好和平和文化生活等方面信息的传播和价值观的塑造,作出了不可忽视的贡献,也为现代产品品牌的命名和设计提供了早期的范式参考。The naming and design of the early product brands in New China achieved a balance between political content,aesthetic taste and commercial attempt.It constructs a naming and design paradigm that is easy to be accepted by the public and popular,following the trend of the times.Among them,the most typical one is the cigarette logo,which exudes distinctive visual characteristics and unique charm,leaving people with many memories.It has made great contributions to the dissemination of information and the shaping of values in the fields of new China's founding,economic construction,aerospace and national defense,friendship and peace and cultural life,and has also provided an early model reference for the naming and design of modern product brands.

关 键 词：新中国早期烟标 命名特色 设计范式 

分 类 号：J59[艺术—艺术设计]