中国汉字在标识设计中的运用

发布时间：2019-06-16 19:23

【摘要】：当今社会我们被提倡要“与世界接轨”、“共住地球村”，这样的说法证明了世界各国之间的沟通交流、各方面往来频繁了。伴随着各个国家之间的文化市场几乎被商业所占领的现象，政治、经济、文化、教育、科技等各方面的碰撞，国际间的交流除了适应与参与，也别无其他选择。那么随之而来的问题也出现了，国外的各种文化思想如滔滔江水涌入大众的生活中，设计思想也受到了很大的冲击与影响。设计可以映射出一个国家的文化、思想、历史，随着外来文化的冲击，许多人选择了抛弃传统的思想而去追随潮流。贡布里希曾经说过：“东西方两种传统在各自的道路上无疑都创造了我们不能不为之永怀谢意的价值。”1所以设计不应该一味的追随模仿，以外来的设计思想作为主要的标准进行衡量鉴定，设计师们需要有本土的思想意识从而进行设计再创造。而对于很大一部分的外国人而言，他们眼中的中国是一个古老、神秘而又富有传奇色彩的国度，源自于中国的汉字就如同一个个方形图案标识。比如很多人喜欢把汉字作为纹身当做一种时尚，也许他并不懂得这个字或者这段文字的含义，但是却觉得这很炫、很新锐。汉字在国外其实也是有着举足轻重的地位。可是汉字在中国企业标识当中的运用却没有被最大化的利用。那些想要走入世界企业搏击场的公司，都希望自己的标识能够更广泛地被外国企业和外国人民所认知和认同，，以至于他们的标识在不同程度上减少了原本应该引以为豪的中国汉字。过分地融合以达到推广的目标是否已经偏离了“标识设计”的原本轨迹？本课题从如何通过运用汉字去设计标识，将具有古老文化和历史背景的汉字推广到世界舞台，以及如何侧重一个几百像素的标识里的各个元素等方面入手，对汉字在标识设计中的运用做深入的分析与探讨，具有一定的理论意义与现实意义。
[Abstract]:In today's society, we are advocated to "connect with the world" and "live in the global village". This proves the frequent communication and exchanges between countries in the world. With the phenomenon that the cultural market between various countries is almost occupied by commerce, politics, economy, culture, education, science and technology and other aspects of the collision, international exchanges have no choice but to adapt and participate. Then the following problems also appear, a variety of foreign cultural ideas such as surging rivers and rivers into the lives of the public, design ideas have also been greatly impacted and influenced. Design can reflect a country's culture, thought, history, with the impact of foreign culture, many people choose to abandon traditional ideas and follow the trend. Gombrich once said: "there is no doubt that both Eastern and Western traditions have created the value of our gratitude on their respective roads." 1 so design should not blindly follow and imitate, take foreign design ideas as the main standard for measurement and appraisal, designers need to have local ideology to re-create the design. For a large number of foreigners, China is an ancient, mysterious and legendary country, and Chinese characters come from Chinese characters like square patterns. For example, many people like to use Chinese characters as tattoos as a fashion. Maybe he doesn't understand the word or the meaning of the text, but he thinks it's dazzling and new. In fact, Chinese characters also play an important role in foreign countries. However, the use of Chinese characters in Chinese enterprise logo has not been maximized. Companies that want to enter the world's corporate fight field want their logos to be more widely recognized and recognized by foreign companies and foreign people, so that their logos reduce to varying degrees the number of Chinese characters that should be proud of. Has the goal of excessive integration to achieve promotion deviated from the original trajectory of "logo design"? From the aspects of how to design the logo by using Chinese characters, how to extend the Chinese characters with ancient cultural and historical background to the world stage, and how to focus on the elements in a hundreds of pixels logo, this paper makes a deep analysis and discussion on the application of Chinese characters in the logo design, which has certain theoretical and practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J524.4

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