解构主义视角下的动态标志设计研究  

RESEARCH ON DYNAMIC LOGO DESIGN FROM THE PERSPECTIVE OF DECONSTRUCTION

作　　者：温筠 彭玉元[1] 于亚男 

机构地区：[1]桂林电子科技大学艺术与设计学院

出　　处：《设计》2023年第24期124-128,共5页Design

基　　金：广西壮族自治区2022年度广西学位与研究生教育改革课题《重大项目问题牵引的艺术硕士跨学科培养模式的探索与实践》(JGY2022125)。

摘　　要：随着数字技术的发展,品牌传播借力移动互联网媒介,引发动态标志设计需求,动态标志的设计需求呈爆发式增长,从解构主义哲学思想的角度探索多样的动态标志设计路径成为研究的新思路。笔者总结了动态标志的解构方法论,包括解构策略、表现手法和设计要素,并提出设计架构图。研究表明,动态标志设计需要考虑人性化、辨识度和交互性的设计准则,从形式与内核的解构入手,运用拼贴、残缺、散乱和突变的解构主义表现手法来进行设计。最后,笔者完成了牙科普网站动态标志设计的设计实践。解构主义哲学思想丰富了动态标志的设计方法,使其进一步适应时代发展。With the development of digital technology,brand communication,relying on mobile Internet media,has triggered the demand for dynamic logo design.The demand for dynamic logo design is growing explosively.Exploring a variety of dynamic logo design paths from the perspective of deconstructive philosophy has become a new research idea.The author summarizes the deconstruction methodology of dynamic signs,including deconstruction strategies,expression techniques and design elements,and puts forward a design architecture diagram.The research shows that dynamic logo design needs to consider the design criteria of humanization,recognition and interaction.Starting from the deconstruction of form and core,it often uses the deconstruction expression methods of collage,incomplete,scattered and mutation to design.Finally,the author completed the design practice of dynamic logo design of dental popular website.Deconstruction philosophy enriches the design method of dynamic signs,making them further adapt to the development of the times.

关 键 词：解构主义 动态标志 设计策略 设计手法 设计要素 

分 类 号：J045[艺术—艺术理论]