道家美学对知名服装品牌LOGO设计的影响  

The Influence of Taoist Aesthetics on the Logo Design of Prominent Fashion Brands

作　　者：雍自高 谢慧龄 YONG Zigao;SIEK Hwee ling(Jiangxi Institute of Fashion Technology,Nanchang,Jiangxi,310004;UCSI University,Kuala Lumpur,Malaysia,56000)

机构地区：[1]江西服装学院,江西南昌310004 [2]马来西亚思特雅大学,马来西亚吉隆坡56000

出　　处：《湖南包装》2025年第1期21-24,共4页

摘　　要：中国本土知名服装品牌正努力赢得国际市场的认可,国际化征程中其LOGO设计应努力展示中国传统文化。将道家美学思想与服装品牌LOGO设计相结合,以设计美学、设计语言为观照,提升服装品牌LOGO设计的审美内涵。从现代服装品牌LOGO设计中的图形、色彩、象征、势态4个基本方面,依据现有的本土知名服装品牌LOGO设计作品案例,分别从“简朴自然”的图形设计、“素朴淡雅”的色彩设计、“返璞归真”的象征设计、“气韵生动”的动势设计4个方面进行分析。研究发现,中国知名服装品牌LOGO在某种程度上已经融入了道家美学思想,宣传推广时应积极展示其自身优秀的传统文化精髓,助力中国服装品牌走向国际市场。Leading domestic fashion brands in China are striving to gain recognition in the international market.In their journey toward internationalization,their logo designs should actively showcase traditional Chinese culture.By integrating Taoist aesthetic philosophy into fashion brand logo design and focusing on design aesthetics and design language,the aesthetic depth of fashion brand logos can be enhanced.This study examines four fundamental aspects of modern fashion brand logo design—graphics,color,symbolism,and dynamism—through case studies of existing logo designs from well-known domestic fashion brands.The analysis is conducted from four perspectives:"simplicity and naturalness"in graphic design,"understated elegance"in color design,"returning to authenticity"in symbolic design,and"vivid spirit"in dynamic design.The research reveals that,to some extent,the logos of renowned Chinese fashion brands have already incorporated Taoist aesthetic philosophy.In their promotional efforts,these brands should actively highlight their excellent traditional cultural essence to facilitate their entry into the international market.

关 键 词：道家 美学思想 服装品牌 LOGO设计 

分 类 号：TS941.2[轻工技术与工程—服装设计与工程] F426.86[经济管理—产业经济] F273.2