晚清至民国商标设计的基本范式管窥——以《商标汇刊》为研究对象  

Study on the basic paradigm of trademark Design from Late Qing Dynasty to Republic of China——Trademark Proceedings is taken as the research object

作　　者：李茜[1] 吴卫[2] Li xi;Wu wei

机构地区：[1]成都师范学院美术学院,四川成都613000 [2]湖南师范大学美术学院,湖南长沙410012

出　　处：《家具与室内装饰》2022年第11期66-71,共6页Furniture & Interior Design

基　　金：国家社科基金艺术学项目(21BG120)。

摘　　要：旨在探讨晚清至民国商标设计的形式特征。从类型学角度对晚清至民国商标设计的题材进行了梳理与研究;以商标设计的基本图式分析为出发点,分析出了晚清至民国商标设计中典型的轮廓结构形式,以及各类轮廓结构的视觉、心理、文化特征;以设计表意方式为切入点,探析出了晚清至民国商标设计的三种表意方式“以形谐音”“以形传意”“直白表意”,认为这反映了中国近代商标设计的现代性进程。This paper aims to study the basic paradigm of trademark design from the late Qing Dynasty to the period of the Republic of China. From the perspective of typology, this paper sorts out and studies the themes of trademark design from the late Qing Dynasty to the period of the Republic of China. Starting from the analysis of the basic paradigm of trademark design, it summarizes the typical outline structure forms of trademark design from the late Qing Dynasty to the period of the Republic of China, as well as the visual,psychological and cultural characteristics of various outline structures. Based on the design expression, this paper expounds three expressions of trademark design from the late Qing Dynasty to the period of the Republic of China, which are using form to reach consonance, to deliver meaning, and expressing in a plain way. In conclusion, it believes all these reflect the modern process of China’s modern trademark design.

关 键 词：《商标汇刊》 晚清至民国 商标设计 范式 

分 类 号：TS664.1[轻工技术与工程]