广义文字视角下的徽标研究

发布时间：2018-07-24 15:44

【摘要】：本文从广义文字的视野对徽标进行分析与研究，以徽标的构成要素文字、色彩及图形等为切入点，结合文字学的基本理论知识对徽标的结构、表现形式及其发展演变的特点进行对比分析，，进而说明徽标所展现出的广义文字功能。广义文字是近几年来在文字学界提出的关于文字研究的一种新的理论，其主要观点是文字的研究不应该只局限于语言学的框架之内，而应该从更加广阔的视野去关注文字起源和形成、文字和文明关系、文字功能和性质一类的问题，需要重新审视语言和文字的关系。文章共分为三大部分：第一部分是绪论，从广义文字的视角对文字及徽标的界定，文章的主要研究对象——徽标所涉及的内容，主要包括奥林匹克运动会会徽、国内外知名大学校徽、国内外知名企业徽标三大部分，及其取材依据，表明本文的选题宗旨、研究方法、目的及其意义，梳理了国内外对徽标的研究现状，主要介绍平面设计学、符号学和传播学对徽标的研究成果及其不足之处，表明本文的立足点。第二部分是文章的主体，主要从两个方面来论述：一方面，首先分析所选徽标素材的构成要素，主要包括文字、色彩和图形三种设计元素，统计出各种设计元素在徽标设计中的使用比例，说明徽标的各种设计元素在徽标中所具有的地位，分析各种元素在徽标设计中的重要作用，阐述徽标的结构构成；然后，从广义文字的角度对徽标加以分析，分别介绍徽标的构成元素在设计中所体现的文字精神，即具有一定的文字性，以更好的说明徽标与文字的类似之处及徽标所展现出的作用。此外，将徽标的发展演变过程中所呈现的特点与文字发展演变的过程进行对比，得出徽标与文字在起源与发展上所具有的相似之处，如徽标和文字都是起源于图画等。另一方面，从文字的功能入手，首先阐述文字所具有的功能，如信息传递功能、文化功能等等，进而分析徽标的构成要素之一——文字元素在徽标中所具有的功能以及徽标作为一个整体所展现出的广义文字功能，如传播功能、审美功能、区别功能、文化记忆功能等等，在功能上较之于文字有过之而无不及之处。第三部分是文章的结语部分，总结全文的研究成果。徽标作为象征性的大众传播符号，是人们进行沟通与交流的重要工具之一，是广义文字重要的研究对象，在运用时展现出广义文字的功能，所以对徽标进行广义文字视角下的研究具有实际的指导意义，对徽标在设计上具有推动作用。最后，对徽标的设计趋势做出展望。
[Abstract]:This paper analyzes and studies the logo from the perspective of the broad character, taking the text, color and figure as the starting point, combining with the basic theoretical knowledge of philology, the structure of the logo. The form of expression and the characteristics of its development and evolution are compared and analyzed, and then the broad character function of the logo is explained. Generalized text is a new theory about the study of characters which has been put forward in the field of writing in recent years. Its main point is that the study of characters should not be confined to the framework of linguistics. We should pay more attention to the origin and formation of characters, the relationship between characters and civilization, the function and nature of characters and so on. We need to re-examine the relationship between language and writing. The article is divided into three parts: the first part is the introduction, which defines the characters and logos from the perspective of generalized characters. The main research object of the article is the logo, which mainly includes the emblem of the Olympic Games. The school emblem of famous universities at home and abroad, the logos of famous enterprises at home and abroad, and the basis for selecting materials show that the purpose, research method, purpose and significance of this paper, combing the status quo of research on logos at home and abroad, This paper mainly introduces the research achievements and shortcomings of graphic design, semiotics and communication on the logo, indicating the foothold of this paper. The second part is the main body of the article, mainly from two aspects: on the one hand, first of all, it analyzes the elements of the selected logo material, mainly including three design elements: text, color and graphics. Statistics the proportion of various design elements used in logo design, explain the status of various design elements in logo design, analyze the important role of various elements in logo design, explain the structure of logo. This paper analyzes the logo from the point of view of generalized characters, and introduces the spirit of characters embodied in the design of the elements of the logo respectively, that is, it has a certain character, so as to better explain the similarities between the logo and the character and the function displayed by the logo. In addition, the characteristics presented in the development and evolution of logos are compared with the evolution of characters, and the similarities between the origin and development of logos and characters are obtained, such as the logos and characters are originated from pictures and so on. On the other hand, starting with the functions of the characters, such as the function of information transmission, the function of the culture and so on, are first expounded. Then it analyzes the functions of character elements in the logo and the broad functions of the logo as a whole, such as communication function, aesthetic function, distinguishing function, cultural memory function and so on. There are more functions than words. The third part is the conclusion of the article, summing up the research results. As a symbolic mass communication symbol, the logo is one of the important tools for people to communicate and communicate. Therefore, the study of the logo from the perspective of broad text has practical guiding significance, and it can promote the design of the logo. Finally, the design trend of the logo is prospected.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H126.3

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