| 詹秦川,常静茹.新媒体语境下多形态标志的表现形式探析[J].包装工程,2019,40(6):68-74. |
| 新媒体语境下多形态标志的表现形式探析 |
| Analysis on the Forms of Polymorphous Logo in New Media Context |
| 投稿时间：2018-12-26 修订日期：2019-03-20 |
| DOI：10.19554/j.cnki.1001-3563.2019.06.013 |
| 中文关键词: 新媒体 标志 多形态 表现形式 |
| 英文关键词: new media logo polymorphous form |
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| 中文摘要: |
| 目的 探讨新媒体时代背景下多形态标志的表现形式，为标志设计的健康发展添砖加瓦，并为多形态标志的正确合理运用提供可借鉴的思路。方法 以多形态标志的概念释义为切入点，剖析多形态标志产生与发展的原因，并分析其特征。使用案例收集法与分类法，结合新媒体时代的特性，深入阐释多形态标志与其内在联系，从多个维度对目前的多形态标志的表现形式进行归纳分析。结论 通过分析现有多形态标志案例，归纳出4种表现形式，分别适用于不同的场合与对象。多形态标志有区别于传统标志的优势，也有自身的局限与不足，在实际案例使用中，设计师应扬长避短，合理运用。 |
| 英文摘要: |
| The work aims to discuss the forms of polymorphous logo in new media context to provide a reference for the healthy development of the logo design and the rational application of polymorphous logo. By defining the polymorphous logo, the reasons for the emergence and development of polymorphous logo were expounded and the characteristics were analyzed. The polymorphous logo and the inner link were analyzed deeply by case collection and classification methods according to the characteristics of the new media. The manifestations of the current polymorphous logo were summarized and analyzed from multiple dimensions. Through the analysis of the existing polymorphous logo cases, four expression paths are summarized, which are applicable to different occasions and objects. The polymorphous logo has the advantage different from the traditional logo but also has limitations and shortcomings. Therefore, designers should make adequate preparations in the use of actual cases to ensure the long-term healthy development of polymorphous logo. |
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