陈家祠灰塑的传统视觉符号在品牌视觉形象设计中的应用研究  

A Study on the Application of Traditional Visual Symbols of the Chen Clan Ancestral Hall Clay Sculpture in Brand Visual Image Design

作　　者：梁雪莹 莫菲 LIANG Xueying;MO Fei(Department of Digital Media,Software Engineering Institute of Guangzhou,Guangzhou Guangdong,510980,China)

机构地区：[1]广州软件学院数码媒体系,广东广州510980

出　　处：《文化创新比较研究》2023年第21期103-107,共5页Comparative Study of Cultural Innovation

基　　金：广州软件学院2022年度校级科研项目“陈家祠灰塑的传统视觉符号在民族品牌视觉形象设计中的应用研究”(项目编号:ky202250)。

摘　　要：陈家祠灰塑的传统视觉符号在品牌视觉形象设计中的应用亟待发展,探索出陈家祠灰塑与品牌视觉形象设计发展的契合点对岭南非遗文化“灰塑”进行传承与创新具有重要意义。该文通过对目前陈家祠灰塑的传统视觉符号在当前品牌视觉形象设计中运用现状的分析,结合陈家祠灰塑的艺术特点,探索出传统视觉符号在品牌视觉形象设计中的设计方法与设计原则,总结出陈家祠灰塑传统视觉符号在品牌设计中的创新策略。通过“礼塑”品牌视觉形象设计实践展示去证明其可行性。最后,在岭南非物质文化遗产文化传承与品牌视觉形象设计之间探寻一条融合发展、互促互进的新路径,令灰塑的传统视觉符号在品牌视觉形象设计中得以有效地应用。The application of the traditional visual symbols of the Chen Clan Ancestral Hall clay sculpture in brand visual image design needs to be developed,and it is important to explore the fit between the Chen Clan Ancestral Hall clay sculpture and brand visual image design to inherit and innovate the Lingnan non-heritage culture of clay sculpture.Through the analysis of the current situation of the Chen Clan Ancestral Hall clay sculpture in brand design,the design methods and design principles for the extraction and transformation of traditional visual symbols in brand visual image design are explored,and innovative strategies for the design of the Chen Clan Ancestral Hall clay sculpture traditional visual symbols in brand design are summarised.The design of the brand visual identity of"Lisu"is demonstrated through a practical demonstration of its feasibility,and finally,a new path of integration between the cultural heritage of intangible cultural heritage of Lingnan and the brand visual image design is explored,so that the traditional visual symbols of clay sculpture can be effectively applied in the brand visual image design.

关 键 词：传统视觉符号 品牌视觉形象设计 陈家祠 灰塑 非物质文化遗产 岭南文化 

分 类 号：J528.4[艺术—艺术设计]