本文關(guān)鍵詞： 文字標志 標志設(shè)計 應(yīng)用　出處：《湖南工業(yè)大學》2013年碩士論文　論文類型：學位論文

【摘要】：文字作為一種符號系統(tǒng),是標志設(shè)計中重要的視覺傳達元素。文字在標志設(shè)計中既能起到裝飾標志的作用又能起到傳達信息的作用,是文化與藝術(shù)、內(nèi)涵與形式的綜合體現(xiàn)。文字在標志設(shè)計中應(yīng)用的優(yōu)劣,直接影響標志的視覺傳達效果。目前,對于文字與標志設(shè)計各自領(lǐng)域的研究已經(jīng)相當成熟,但對于文字在標志設(shè)計中的應(yīng)用還需深入探索。 以研究文字在標志設(shè)計中的應(yīng)用為目的,結(jié)合大量的文字標志實例,從漢字與拉丁文字入手,依據(jù)邏輯關(guān)系循序展開論述。 首先,梳理了漢字和拉丁文字各自的設(shè)計原則和設(shè)計方法,漢字標志要堅持高識別性與獨特性原則,拉丁文字標志要堅持簡明易識、新穎美觀的原則。其次、分析了漢字與拉丁文字在標志設(shè)計中的異同之處。漢字與拉丁文字都采用筆劃裝飾的方法,并堅持字形大小一致。但二者的排版和字間距卻不同。再次、對漢字和拉丁文字在標志設(shè)計中的應(yīng)用進行分析,論述了漢字標志設(shè)計和拉丁文字標志設(shè)計的現(xiàn)狀。提出了漢字標志目前設(shè)計觀念陳舊、設(shè)計形象趨同的問題以及拉丁文字表現(xiàn)形式單一的問題。并試析了漢字標志表意、象形的優(yōu)勢與拉丁文字標志表音、國際化、簡潔的優(yōu)勢。 最后,就視覺傳達領(lǐng)域,探討了文字在包裝設(shè)計、網(wǎng)頁設(shè)計、廣告設(shè)計不同媒介的應(yīng)用。分析了漢字標志設(shè)計與拉丁文字標志設(shè)計各自在包裝設(shè)計和網(wǎng)頁設(shè)計中的應(yīng)用。文中又把廣告設(shè)計分為影視廣告和平面廣告兩個類別,分別分析了文字標志在影視廣告和平面廣告中的應(yīng)用,文字標志應(yīng)該根據(jù)媒介的不同,有針對性的進行設(shè)計并采用不同的設(shè)計方法。
[Abstract]:Text, as a symbol system, is an important visual communication element in logo design. The combination of connotation and form. The merits and demerits of characters applied in logo design directly affect the visual communication effect of logo. At present, the research on characters and logo design in their respective fields has been quite mature. However, the application of characters in logo design still needs further exploration. In order to study the application of characters in logo design, combining with a large number of examples of characters, this paper starts with Chinese characters and Latin characters, and discusses them in sequence according to logical relations. First of all, combing the design principles and methods of Chinese characters and Latin characters, Chinese characters symbols should adhere to the principles of high recognition and uniqueness, Latin characters symbols should adhere to the principles of simplicity, novelty and beauty. This paper analyzes the similarities and differences between Chinese characters and Latin characters in logo design. Both Chinese characters and Latin characters are decorated with strokes, and the size of the characters is the same. But the typesetting and the spacing between them are different. Again, This paper analyzes the application of Chinese characters and Latin characters in logo design, discusses the present situation of Chinese character logo design and Latin character logo design, and puts forward that the concept of Chinese character logo design is outdated at present. The problem of the convergence of design image and the single form of Latin characters is analyzed, and the advantages of Chinese character logo, pictograph and Latin character sign sound, internationalization and conciseness are analyzed. Finally, in the field of visual communication, the text in packaging design, web design, This paper analyzes the application of Chinese character logo design and Latin character logo design in packaging design and web page design. In this paper, advertising design is divided into two categories: film and television advertising and print advertising. This paper analyzes the application of character logo in film and television advertisement and print advertisement respectively. The text sign should be designed according to the different media and adopt different design methods.
【學位授予單位】：湖南工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J524.4

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本文編號：1509186