全球化背景下的标志设计

【作者】 张晓晴；

【导师】 杨志麟；

【作者基本信息】 南京艺术学院 ， 设计艺术学， 2002， 硕士

【摘要】 艺术设计的全球化已形成一种趋势，对全球化的理解突出表现为将其定位于西方化或美国化。而西方或美国的国际主义设计风格表现为高度功能化、理性化、和非人性化，缺乏多元性和趣味性，对它持批判态度的一些设计流派也因其设计理念上的某些不合理而开始式微。对此，本文提出了在全球化背景下标志设计应关注人性发展和多元发展的论点，即在设计中注重体现地域间自然环境、文化传统及民族心理的差异。这三方面不仅是设计关注人性发展的途径，也是体现各民族设计特性的渠道，但它的前提是坚持完善的功能化和新的理性化，把正在形成的新理性文化要素作为全球文化的“共性”融入其中，从而在继承民族传统的基础上进行创新，形成新的富有民族特色而能取得国际认同的未来的传统。更多还原

【Abstract】 Now, the globality of design is a new trend, we always refer to Americanization or West as the interpretation of globality . however, the International Typographic Style characterized with high functionalism, rationalism and non-humanity, is lack of many-facet and interest . At the same time, the other schools of design which criticize the International Typographic Style also have some shortcomings, and they become to decrease, therefore , I would like to put forward my idea that we should care more about humanistic development and many-faceted development and we should emphasize regional nature environment, culture tradition and national mentality in logo designs. We should insist on the consummate functionalism and the rationalism, and combine them with the newly emerging rational culture element to create future tradition ,which will be confirmed by all people.更多还原