【作者】 李永霞；

【导师】 王建辉；

【作者基本信息】 河北师范大学 ， 美术学， 2014， 硕士

【摘要】 在信息超载，品牌制胜的时代，标志作为信息传播的符号，成为我们这个社会最具影响力而又无法摆脱的文化现象，生活中的每个角落都充斥着各种各样的标志，商场中各类产品的标志、生活中日常用品的标志、大街上的店面标志、交通、卫生等公共类标志，这些信息不断冲击着人们的视线。标志有较强的视觉传达功能，是品牌形象的代言，被广泛应用于各行各业，得到大众的认可。要树立品牌形象，不仅需要标志能诠释品牌的意义，其本身也应具有独特的含义。这就需要标志要与生活相结合，以本民族的文化特征为依据，利用现代化的技术手段，创作出独特的标志。标志是一种文化，吉祥纹样更是传统文化的奇葩，无论从形态表现、意象的延伸还是精神的传承上与标志设计要求如出一辙，对传统吉祥纹样的借鉴和超越成为标志设计发展的关键所在。在同质化商品泛滥的今天，标志如洪水猛兽般涌现，要在有限的时间内引起人们高度的注目，必须要有自己独特的个性。中国传统文化是经过几千年历史变革过程中逐渐形成的，最能代表中国的特色，而设计正是由文化衍生出来的，并受文化的直接影响，标志设计也是如此，从形的不断修改、推敲到其意义的精确传达，不管是抽象形还是具象形的表现，造型简洁还是繁杂，不论整体表现还是局部夸张，也不管是共性的表现还是个性的张扬，都或多或少的被传统文化所感染，体现出了文化的内涵与设计的精髓。标志虽只有方寸大小，但他所包含的内容却十分丰富，它不仅能体现品牌名称和经营特色，还能传达企业的经营理念、树立企业的美好形象，同时也是信誉和质量的保证。鲁迅先生曾说：“只有民族的，才是世界的。[1]”在网络化迅速发展的同时，世界亲如一家，知识共享，科技共享，标志设计只有穿上民族的盛装才能在世界各国文化的冲击中不断前进。更多还原

【Abstract】 In the information overload, brand winning era, the logo as a symbol of informationtransmission, become the most influential and that our society can’t get rid of culturalphenomenon, in every corner of life is filled with all kinds of signs, store logo in variousproducts, daily necessities of life’s storefront signs, traffic signs, street, health, public signssuch as class, this information constantly pounding the line of sight of people.Mark has the strong function of visual communication, is a brand image of theendorsement, is widely used in all walks of life, to gain mass appeal. To set up the brandimage, not only need to sign to interpret the meaning of the brand, its itself should also has aunique meaning. This would require the logo must be combined with life, based on thisnational cultural characteristics, use of modern technology, to create unique logo. Mark is akind of culture, auspicious patterns is an exotic flower of traditional culture, no matter fromshape performance, an extension of the image or spiritual heritage and logo designrequirements, the traditional auspicious patterns and become the key to the development ofthe logo design.Flooding in homogeneous commodities today, mark as a scourge, for a limited time tocause people to a high degree of attention, must want to have their own unique personality, isChina’s traditional culture through thousands of years gradually formed in the process ofhistorical change, the most can represent Chinese characteristics, and design is derived byculture, and directly influenced by culture, logo design, from form, constant revision scrutinyto accurately convey the meaning, whether abstract form or representational formperformance, modeling simple or complex, both overall and partial exaggeration, and whetherthe performance of the common or individual character make public, more or less be infectedby the traditional culture, reflects the essence of the connotation of culture and design.Logo is only the size of heart, but he the contained content is very rich, it can not onlyreflect the brand name and operating characteristics, also can convey the enterprise themanagement idea, establishing good image of enterprises, is also the credibility and qualityassurance. Lu xun once said:"only national, is the world."[1], at the same time in the network of the rapid development of the world felt, knowledge sharing, technology sharing, logodesign only wearing national costumes can move forward in the impact of the world culture.更多还原