【摘要】：標(biāo)志作為品牌的切入點(diǎn),從社會(huì)學(xué)和心理學(xué)出發(fā),最終又從美學(xué)角度展示在受眾面前,是品牌商戰(zhàn)中的重中之重。隨著數(shù)字技術(shù)的發(fā)展,以互聯(lián)網(wǎng)為基礎(chǔ)、以手機(jī)為主要傳播載體的新媒體迅速崛起,顛覆了品牌傳播手段與傳播技術(shù),越來(lái)越多的品牌信息伴隨標(biāo)志如洶涌的潮水撲向大眾生活。隨著知識(shí)產(chǎn)權(quán)的日益被重視,越來(lái)越多的標(biāo)志形式被注冊(cè)并受法律保護(hù),標(biāo)志圖形設(shè)計(jì)的發(fā)揮空間日漸縮小。同時(shí)原有的靜態(tài)固定模式也導(dǎo)致了標(biāo)志設(shè)計(jì)的趨同化,如何更好地讓消費(fèi)者通過(guò)符號(hào)化的標(biāo)志去感知、解讀、信賴(lài),到忠誠(chéng)地追隨品牌是新媒體時(shí)代下品牌設(shè)計(jì)師需要面臨的挑戰(zhàn)�？萍嫉陌l(fā)展與制圖技術(shù)的完善,給設(shè)計(jì)師帶來(lái)的是更豐富的設(shè)計(jì)手段和更廣闊的設(shè)計(jì)思路,“多形態(tài)”品牌標(biāo)志應(yīng)運(yùn)而生,并成為當(dāng)下品牌標(biāo)志設(shè)計(jì)的主要趨勢(shì)之一。本論文嘗試從品牌的發(fā)展淵源及社會(huì)現(xiàn)狀分析“多形態(tài)”標(biāo)志出現(xiàn)的必然性、優(yōu)越性與局限性,并嘗試在國(guó)內(nèi)外成功的案例基礎(chǔ)上總結(jié)“多形態(tài)”標(biāo)志的設(shè)計(jì)特征與原則。
[Abstract]:Logo, as the starting point of brand, starts from sociology and psychology, and finally displays in front of the audience from the angle of aesthetics, which is the most important in the brand business war. With the development of digital technology, new media based on Internet and mobile phone are rising rapidly, which subverts the means of brand communication and communication technology. More and more brand information accompanied by signs such as the surging tide of public life. With the increasing importance of intellectual property rights, more and more logo forms are registered and protected by law, and the display space of logo graphic design is shrinking day by day. At the same time, the original static fixed mode also led to the convergence of logo design, how to better let consumers through symbolic signs to sense, interpret, trust, To follow the brand faithfully is a challenge for brand designers in the new media era. The development of science and technology and the perfection of drawing technology bring designers more abundant design means and wider design ideas. The "multi-form" brand logo emerges as the times require, and becomes one of the main trends of brand logo design at present. This paper attempts to analyze the inevitability, superiority and limitation of "multi-form" logo from the origin of brand development and social status quo, and tries to summarize the design characteristics and principles of "multi-form" logo on the basis of successful cases at home and abroad.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：J524

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本文編號(hào)：2472277