【摘要】：奧運(yùn)會(huì)是現(xiàn)在世界范圍內(nèi)最大的盛會(huì),是各個(gè)國家參加的大型國際活動(dòng)。奧林匹克運(yùn)動(dòng)會(huì)已成為當(dāng)今世界最具魅力的社會(huì)文化現(xiàn)象,而奧運(yùn)會(huì)的視覺形象是最重要的組成部分。奧運(yùn)項(xiàng)目標(biāo)志作為奧林匹克視覺形象設(shè)計(jì)的重要組成部分,它以平面化、線條化,大塊單色著色,明朗大方而生動(dòng)準(zhǔn)確的造型,表現(xiàn)奧運(yùn)會(huì)的所有比賽項(xiàng)目。它通過超越語言文字局限的圖形形式,清晰的表現(xiàn)了奧運(yùn)會(huì)比賽項(xiàng)目的內(nèi)容和特點(diǎn),方便用于比賽中的方方面面,例如各種指示系統(tǒng),以及場館內(nèi)外的標(biāo)識(shí)和裝飾,賽時(shí)運(yùn)動(dòng)員和觀賽指南等,同時(shí)還將運(yùn)用于奧運(yùn)會(huì)電視轉(zhuǎn)播,廣告宣傳,市場開發(fā)等領(lǐng)域,豐富人們的奧運(yùn)體驗(yàn)�，F(xiàn)代奧運(yùn)會(huì)創(chuàng)立以來,每屆奧運(yùn)會(huì)均專門設(shè)計(jì)比賽項(xiàng)目標(biāo)志。因此,它不僅具有很強(qiáng)的功能性,也成為傳達(dá)奧運(yùn)會(huì)舉辦國的設(shè)計(jì)理念和文化的重要載體。 奧運(yùn)會(huì)的視覺形象之一,奧運(yùn)項(xiàng)目標(biāo)志的產(chǎn)生與發(fā)展演變過程,對奧林匹克運(yùn)動(dòng)的設(shè)計(jì)理念產(chǎn)生了深遠(yuǎn)的影響。因而,本文試從奧運(yùn)項(xiàng)目標(biāo)志設(shè)計(jì)風(fēng)格的角度,分析比賽項(xiàng)目標(biāo)志的發(fā)展演變及不同時(shí)期的特點(diǎn),分別從求新求變的時(shí)代風(fēng)格(包括英國裝飾藝術(shù)風(fēng)格、東京國際主義風(fēng)格、光效應(yīng)藝術(shù)風(fēng)格等),和獨(dú)特的個(gè)性與民族風(fēng)格的體現(xiàn)(包括本土民族形象的表現(xiàn)、傳統(tǒng)與現(xiàn)代的結(jié)合、本民族繪畫特色的體現(xiàn)等),具體闡述具有代表性的幾屆奧運(yùn)會(huì)比賽項(xiàng)目標(biāo)志所產(chǎn)生的時(shí)代背景及表現(xiàn)出來的藝術(shù)風(fēng)格和設(shè)計(jì)特點(diǎn);還對奧運(yùn)會(huì)比賽項(xiàng)目標(biāo)志的設(shè)計(jì)形式從整體進(jìn)行歸納、總結(jié),分別從形象簡化、形象幾何化符號(hào)性、形象具象化和隨意性的表現(xiàn)形式以及圖與底的關(guān)系,動(dòng)勢與張力表現(xiàn),形式美的法則的運(yùn)用,分析它的構(gòu)思與設(shè)計(jì)。最后,通過以上分析得出奧運(yùn)比賽項(xiàng)目標(biāo)志獨(dú)特的設(shè)計(jì)風(fēng)格對現(xiàn)代系列標(biāo)志設(shè)計(jì)的影響。 通過對奧運(yùn)會(huì)比賽項(xiàng)目標(biāo)志設(shè)計(jì)的演變風(fēng)格及設(shè)計(jì)形式的分析和闡述,使其對以后的奧運(yùn)會(huì)主辦國塑造視覺形象提供借鑒,并且可以使其它的現(xiàn)代系列標(biāo)志更好的借鑒奧運(yùn)會(huì)項(xiàng)目標(biāo)志的設(shè)計(jì)理念,促進(jìn)現(xiàn)代系列標(biāo)志設(shè)計(jì)的發(fā)展。
[Abstract]:The Olympic Games is the largest event in the world and a large-scale international event attended by various countries. The Olympic Games has become the most attractive social and cultural phenomenon in the world, and the visual image of the Olympic Games is the most important part. As an important part of the Olympic visual image design, the Olympic event logo represents all the events of the Olympic Games with plane, line, large monochromatic coloring, clear, generous and vivid and accurate modeling. Through the graphic form that transcends the limitation of language and characters, it clearly expresses the content and characteristics of Olympic events, and is convenient for all aspects of the competition, such as various indication systems, as well as the logo and decoration inside and outside the venues, athletes and watching guides, etc., and will also be used in the fields of Olympic TV broadcasting, advertising, market development and so on, so as to enrich people's Olympic experience. Since the founding of the modern Olympic Games, each Olympic Games has specially designed event symbols. Therefore, it not only has strong functionality, but also becomes an important carrier to convey the design concept and culture of the host country of the Olympic Games. One of the visual images of the Olympic Games, the emergence and development and evolution of the Olympic Games logo, has a profound impact on the design concept of the Olympic Movement. Therefore, from the point of view of Olympic logo design style, this paper tries to analyze the development and evolution of Olympic event logo and the characteristics of different periods, respectively, from the era style of seeking new and changing (including British decorative art style, Tokyo internationalism style, light effect artistic style, etc.), and the embodiment of unique personality and national style (including the expression of local national image, the combination of tradition and modern). The embodiment of the characteristics of national painting, etc., expounds the background of the times and the artistic style and design characteristics of the representative Olympic Games. This paper also sums up the design form of Olympic event logo from the whole, summarizes and analyzes its conception and design from the aspects of image simplification, image geometry symbolism, image visualization and arbitrariness, the relationship between graph and bottom, dynamic force and tension expression, and the application of formal beauty. Finally, through the above analysis, the influence of the unique design style of Olympic event logo on the modern series logo design is obtained. Through the analysis and exposition of the evolution style and design form of the Olympic event logo design, it can provide a reference for the future Olympic host country to shape the visual image, and can make other modern series symbols better draw lessons from the design concept of the Olympic event logo, and promote the development of the modern series logo design.
【學(xué)位授予單位】：西北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：J524

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