品牌标志的多形态设计研究
发布时间：2019-05-08 22:42
【摘要】：标志作为品牌的切入点,从社会学和心理学出发,最终又从美学角度展示在受众面前,是品牌商战中的重中之重。随着数字技术的发展,以互联网为基础、以手机为主要传播载体的新媒体迅速崛起,颠覆了品牌传播手段与传播技术,越来越多的品牌信息伴随标志如汹涌的潮水扑向大众生活。随着知识产权的日益被重视,越来越多的标志形式被注册并受法律保护,标志图形设计的发挥空间日渐缩小。同时原有的静态固定模式也导致了标志设计的趋同化,如何更好地让消费者通过符号化的标志去感知、解读、信赖,到忠诚地追随品牌是新媒体时代下品牌设计师需要面临的挑战。科技的发展与制图技术的完善,给设计师带来的是更丰富的设计手段和更广阔的设计思路,“多形态”品牌标志应运而生,并成为当下品牌标志设计的主要趋势之一。本论文尝试从品牌的发展渊源及社会现状分析“多形态”标志出现的必然性、优越性与局限性,并尝试在国内外成功的案例基础上总结“多形态”标志的设计特征与原则。
[Abstract]:Logo, as the starting point of brand, starts from sociology and psychology, and finally displays in front of the audience from the angle of aesthetics, which is the most important in the brand business war. With the development of digital technology, new media based on Internet and mobile phone are rising rapidly, which subverts the means of brand communication and communication technology. More and more brand information accompanied by signs such as the surging tide of public life. With the increasing importance of intellectual property rights, more and more logo forms are registered and protected by law, and the display space of logo graphic design is shrinking day by day. At the same time, the original static fixed mode also led to the convergence of logo design, how to better let consumers through symbolic signs to sense, interpret, trust, To follow the brand faithfully is a challenge for brand designers in the new media era. The development of science and technology and the perfection of drawing technology bring designers more abundant design means and wider design ideas. The "multi-form" brand logo emerges as the times require, and becomes one of the main trends of brand logo design at present. This paper attempts to analyze the inevitability, superiority and limitation of "multi-form" logo from the origin of brand development and social status quo, and tries to summarize the design characteristics and principles of "multi-form" logo on the basis of successful cases at home and abroad.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J524
本文编号：2472277
[Abstract]:Logo, as the starting point of brand, starts from sociology and psychology, and finally displays in front of the audience from the angle of aesthetics, which is the most important in the brand business war. With the development of digital technology, new media based on Internet and mobile phone are rising rapidly, which subverts the means of brand communication and communication technology. More and more brand information accompanied by signs such as the surging tide of public life. With the increasing importance of intellectual property rights, more and more logo forms are registered and protected by law, and the display space of logo graphic design is shrinking day by day. At the same time, the original static fixed mode also led to the convergence of logo design, how to better let consumers through symbolic signs to sense, interpret, trust, To follow the brand faithfully is a challenge for brand designers in the new media era. The development of science and technology and the perfection of drawing technology bring designers more abundant design means and wider design ideas. The "multi-form" brand logo emerges as the times require, and becomes one of the main trends of brand logo design at present. This paper attempts to analyze the inevitability, superiority and limitation of "multi-form" logo from the origin of brand development and social status quo, and tries to summarize the design characteristics and principles of "multi-form" logo on the basis of successful cases at home and abroad.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J524
【参考文献】
相关硕士学位论文 前4条
1 姚远;多形态LOGO设计研究[D];山东工艺美术学院;2012年
2 苏珊珊;动态标志设计的创新研究[D];江南大学;2012年
3 吴煜;试析新媒体时代对LOGO设计的影响[D];山西大学;2010年
4 石小卉;谁动了我的标志？[D];中央美术学院;2010年
，本文编号：2472277
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