中国传统吉祥图案在现代标志设计中的应用研究  

Research on the Application of Chinese Traditional Auspicious Patterns in Modern Logo Design

作　　者：王超然 

机构地区：[1]浙江理工大学艺术与设计学院,浙江 杭州

出　　处：《Design（汉斯）》2023年第4期2640-2649,共10页设计（汉斯）

摘　　要：中国传统吉祥图案历史悠久,是中国传统文化中历久弥新的视觉艺术形式,其丰富的构成形式以及深厚的文化内涵为标志设计的创作实践提供了丰富的资源宝库。中国传统吉祥图案在标志设计中的应用不仅是对设计语言的丰富与完善,更是对传统文化的挖掘与传承,标志设计行业同质化现象严重、缺乏文化内涵等问题也可通过合理参考吉祥图案的设计手法而得以解决。本文通过列举实例着重探究了吉祥图案在标志设计中的应用手法,从而为标志设计行业提供新思路。Chinese traditional auspicious patterns have a long history and they are an enduring visual art form in Chinese traditional culture. Their rich composition forms and profound cultural connotation provide a rich resource treasury for the creative practice of logo design. The application of Chinese traditional auspicious patterns in logo design is not only the enrichment and improvement of design language, but also the mining and inheritance of traditional culture. The problems such as the serious homogenization and the lack of cultural connotation of logo design industry can also be solved by reasonable reference to the design techniques of auspicious pat-terns. By enumerating examples, this paper focuses on the application of auspicious patterns in logo design, so as to provide new ideas for logo design industry.

关 键 词：吉祥图案 标志设计 应用研究 

分 类 号：G63[文化科学—教育学]