论渐进性与激进性创新理念在品牌标志中的应用  

Application of Progressive and Radical Innovation Concept in Brand Logo

作　　者：程萍 CHENG Ping(Department of Visual Communicationl Design,Hubei University of Technology,Wuhan 430000,China)

机构地区：[1]湖北工业大学视觉传达设计系,武汉430000

出　　处：《包装工程》2023年第6期273-279,共7页Packaging Engineering

摘　　要：目的探讨渐进性创新和激进性创新两种创新理念在品牌标志中的运用,为标志设计的发展提供新的研究思路和视角。方法运用案例研究法以及文献研究法,将国内外的成功品牌标志案例进行剖析,分别阐述了渐进性创新和激进性创新理论在其品牌标志中的体现以及应用方法;结果具有时代意义和成功的品牌标志都在渐进性创新和激进性创新两种创新理念中得以体现。结论渐进性创新理论在品牌标志中体现的是一个迭代的过程,标志在原有的基础上不断改善,最终产生一个经典标志;而激进性创新理论在品牌标志中体现的是一种变革和进取的不保守状态,通过改变技术或者意义,让标志设计的模式焕然一新,体现出新颖性和唯一性。The work aims to explore the application of progressive innovation and radical innovation in brand logo,so as to provide new research ideas and perspectives for the development of logo design.Case study and literature research were used to analyze the successful brand logo cases in China and abroad,and expound how the theory of progressive innovation and radical innovation was embodied and applied in brand logo.The brand logo with the significance of the times and success is embodied in two innovative concepts of progressive innovation and radical innovation.The progressive innovation theory is an iterative process in the brand logo.The logo is constantly improved on the original basis,and finally forms a classic logo.Radical innovation theory in brand logo reflects an unconventional state of change and enterprising.By changing technology or significance,the model of logo design is refreshed,reflecting novelty and uniqueness.

关 键 词：品牌标志 创新理念 激进性创新 渐进性创新 

分 类 号：TB472[一般工业技术—工业设计]