【作者】 张慧；

【导师】 胡安华；

【作者基本信息】 北京工业大学 ， 艺术（专业学位）， 2019， 硕士

【摘要】 本论文以信息化技术迅速发展的商业环境下众多企业对多形态标志的应用需求为研究背景,通过对多形态标志的概述及其与传统静态标志、动态标志关系的探讨更加准确的诠释多形态标志的含义。运用文字语言的概念从多形态标志视觉语言的角度对其进行结构上的研究,进而提出适用于大部分企业的多形态标志设计原则和设计方法,从而提高多形态标志的设计效率。最后通过实践对以上理论进行可行性的探讨。具体研究内容如下:第一章以科技与商业的角度展开多形态标志的研究背景,点明本论文研究的创新点、研究目的与意义。根据国内外文献综述,明确多形态标志目前的研究状况。第二章通过对多形态标志的概念、理论依据、产生原因、起源与发展历程的概述及其与传统静态标志、动态标志关系的探讨更加准确的诠释多形态标志的含义。第三章从多形态标志视觉语言的创意思维、构成形式及多维表达等方面进行深入研究,以视觉语言中“语法”的角度对国内外多形态标志的案例进行分析,归纳当前多形态标志存在的问题。第四章根据现阶段多形态标志设计中存在的问题,总结并提出了适用于大部分企业尤其是中小型企业的多形态标志设计原则和设计方法。第五章以“小伶童幼儿园”标志设计为例,通过语境调查、语义确定、词汇选择、语法组织、语言表达的设计过程与视觉语言对应进行多形态标志设计,并对所提出的理论进行验证。笔者希望通过对多形态标志视觉语言方面的深入研究,为企业提出一种更加为之有效的多形态标志设计原则和设计方法,明确多形态标志的设计步骤和应用方式。对当下一些企业尤其是中小型企业标志设计中存在的标志造型同质化、标志内容无序性、传播局限性和标志的视觉疲劳性等问题进行初步解决,使其品牌的影响力进一步扩大,让多形态标志在理论上更为完善、应用范围上更加广泛。更多还原

【Abstract】 Taking the application demand of multiple forms of logos for many enterprises under the business environment with the rapid development of information technology as the research background,this paper accurately interprets the meaning of multiple forms of logos through the overview of multiple forms of logos and the exploring of the relationship with traditional static symbols and dynamic symbols.By using the concept of literal language to study the structure from the perspective of visual language with multiple forms of logos,and then it is proposed the design principles and methods of multiple forms of logos,which are suitable for most enterprises,so as to improve the design efficiency of multiple forms of logos.Finally,the feasibility of the above theory is discussed through practice.The specific research contents are as follows: The first chapter introduces the research background of multiple forms of logos from the perspective of science and technology and commerce,and points out the innovation,research purpose,and significance of this paper.In the second chapter,the concept,theoretical basis,causes,origin,and development of multiple forms of logos are summarized,and it is explored the relationship between multiple forms of logos and traditional static symbols and dynamic symbols to interpret the meaning of multiple forms of logos more accurately.The third chapter makes an in-depth study on the creative thinking,composition form,and multi-dimensional expression of visual language with multiple forms of logos,which analyzes the cases of multiple forms of logos at home and abroad from the perspective of "grammar" in visual language,and sums up the problems existing in current multiple forms of logos.Chapter four,it summarizes and proposes the principle and methods of multiple forms of logos design which is suitable for most enterprises,especially for small and medium-sized enterprises,according to the existing problems in multiple forms of logos design at this stage.The fifth chapter takes the logo design of "Xiaolingtong Kindergarten" as an example,it is conducted the multiple forms of logos design through context investigation,semantic determination,vocabulary selection,grammar organization,language expression,and visual language correspondence,and verifies the proposed theory.Through the in-depth study of the visual language of polymorphic logo,this paper hopes to put forward a more effective design principle and design method of polymorphic logo for enterprises.This paper makes a preliminary solution to the problems existing in the logo design of some enterprises,especially small and medium-sized enterprises,such as homogeneity of logo modeling,disorder of logocontent,limitation of communication and visual fatigue of logo,so as to further expand the brand’s influence,let the polymorphic logo more perfect in the basic theory,and the practical application scope is more extensive.更多还原