【作者】 姚云鹤；

【导师】 张苏；

【作者基本信息】 四川大学 ， 设计艺术学， 2005， 硕士

【摘要】 自我国在80年代引入CIS(Corporate Identity System,企业形象识别系统)以来,从一开始的“CI大潮”走到今天,经历了很漫长曲折的道路,有得有失。本文着重针对VI设计延展性的问题提出分析与讨论。长期以来,国内的VI设计过于呆板和程式化。很多公司的VI设计手册除了标志和一些基本元素不同以外,应用部分千篇一律,很多都是单调的延续或重复,缺乏个性和新意。导致VI设计中的各要素貌合神离,没有达到最大的整合效果。造成VI延展性差、缺乏创造性和生气,影响了CI设计的整体效果。VI设计作为CI设计中的一个重要组成部分,对企业形象的塑造有着极其重要的作用。基于此,VI延展性就成了当下在VI设计中的一个突出的、急待解决的问题。 本文共分为五个部分。 第一部分为绪论。提出VI设计延展性研究的背景以及目前的研究状况,并提出论文诠释的研究主体。简述了论文的研究方法和研究框架。 第二部分梳理了CI设计在美国的发展历程和在日本的扩大化状况。同时对延展性问题的解决状况及其原因进行分析。这对于中国VI设计延展性问题的解决和分析有着很重要的借鉴意义。 第三部分梳理自我国引入CIS以来经历的道路,出现的误区,重点放在VI设计延展性现状的分析方面。 第四部分从后现代主义出发,提出现代主义影响下的VI设计延展性问题在某些方面的欠缺与不足,通过分析国内外优秀的VI设计为论据,提出笔者的主张。 第五部分为结语,对论文主体做出总论性的分析及总结。更多还原

【Abstract】 Coming today, since the importing of CIS (Corporate Identity System) in 1980s,the development of the Cl’s great tide in China has passed through a long and flectional road, and there’s success and failure. This paper emphasizes on the discussion and analyze of The Tractility of VI design. For long term, inland VI designs are too stiffness and too formal. Companies’ VI enchiridions are only different at symbol and some basic element, and all the same in their applications. There is little individuality and kidney but only monotonously continuation and duplication. All these induce the VI design’s rebellion of the will, depress the tractility of VI design, and affect the whole impression of CI design. As the important share of CI design, VI design is a significant function to the figuration of the corporate identity. Based on the above, the tractility of VI design has become an obvious and disturbing problem.This paper has 5 parts.The first part is the introduction. It introduces the background of the tractility of VI design and the research’s actuality. At the same time, it brings forward the motive of the research in this paper, and roughly describes the method and framework of the research.The second part depicts the development of CI design in American and Japan. The status and origin of the tractility problem is analyzed. This is very important for the resolvent of tractility problem of VI design in China.The third part gets to the bottom of CIS’s way to China and people misconceive. It mainly analyzes the actuality of tractility of VI design.The fourth part, based on the anti-modernism, advances disfigurement and limitation of tractility of VI design, which has been affected by modernism. Here comes forth the author’s opinion through the analysis of the outstanding oversea and inland VI designs.The fifth part which is the conclusion make the analysis and summary ofintroduction of the thesis.更多还原