文字在标志设计中的应用研究

发布时间：2018-02-13 21:54

本文关键词： 文字标志标志设计应用　出处：《湖南工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：文字作为一种符号系统,是标志设计中重要的视觉传达元素。文字在标志设计中既能起到装饰标志的作用又能起到传达信息的作用,是文化与艺术、内涵与形式的综合体现。文字在标志设计中应用的优劣,直接影响标志的视觉传达效果。目前,对于文字与标志设计各自领域的研究已经相当成熟,但对于文字在标志设计中的应用还需深入探索。以研究文字在标志设计中的应用为目的,结合大量的文字标志实例,从汉字与拉丁文字入手,依据逻辑关系循序展开论述。首先,梳理了汉字和拉丁文字各自的设计原则和设计方法,汉字标志要坚持高识别性与独特性原则,拉丁文字标志要坚持简明易识、新颖美观的原则。其次、分析了汉字与拉丁文字在标志设计中的异同之处。汉字与拉丁文字都采用笔划装饰的方法,并坚持字形大小一致。但二者的排版和字间距却不同。再次、对汉字和拉丁文字在标志设计中的应用进行分析,论述了汉字标志设计和拉丁文字标志设计的现状。提出了汉字标志目前设计观念陈旧、设计形象趋同的问题以及拉丁文字表现形式单一的问题。并试析了汉字标志表意、象形的优势与拉丁文字标志表音、国际化、简洁的优势。最后,就视觉传达领域,探讨了文字在包装设计、网页设计、广告设计不同媒介的应用。分析了汉字标志设计与拉丁文字标志设计各自在包装设计和网页设计中的应用。文中又把广告设计分为影视广告和平面广告两个类别,分别分析了文字标志在影视广告和平面广告中的应用,文字标志应该根据媒介的不同,有针对性的进行设计并采用不同的设计方法。
[Abstract]:Text, as a symbol system, is an important visual communication element in logo design. The combination of connotation and form. The merits and demerits of characters applied in logo design directly affect the visual communication effect of logo. At present, the research on characters and logo design in their respective fields has been quite mature. However, the application of characters in logo design still needs further exploration. In order to study the application of characters in logo design, combining with a large number of examples of characters, this paper starts with Chinese characters and Latin characters, and discusses them in sequence according to logical relations. First of all, combing the design principles and methods of Chinese characters and Latin characters, Chinese characters symbols should adhere to the principles of high recognition and uniqueness, Latin characters symbols should adhere to the principles of simplicity, novelty and beauty. This paper analyzes the similarities and differences between Chinese characters and Latin characters in logo design. Both Chinese characters and Latin characters are decorated with strokes, and the size of the characters is the same. But the typesetting and the spacing between them are different. Again, This paper analyzes the application of Chinese characters and Latin characters in logo design, discusses the present situation of Chinese character logo design and Latin character logo design, and puts forward that the concept of Chinese character logo design is outdated at present. The problem of the convergence of design image and the single form of Latin characters is analyzed, and the advantages of Chinese character logo, pictograph and Latin character sign sound, internationalization and conciseness are analyzed. Finally, in the field of visual communication, the text in packaging design, web design, This paper analyzes the application of Chinese character logo design and Latin character logo design in packaging design and web page design. In this paper, advertising design is divided into two categories: film and television advertising and print advertising. This paper analyzes the application of character logo in film and television advertisement and print advertisement respectively. The text sign should be designed according to the different media and adopt different design methods.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J524.4

【参考文献】