| 孙华锋,郑林欣.基于两轴分析法的标志设计中文化符号构建研究[J].包装工程,2020,40(22):258-263, 277. |
| 基于两轴分析法的标志设计中文化符号构建研究 |
| Construction and Research of Cultural Symbol in Logo Design Based on Two-axis Analysis Method |
| 投稿时间：2020-08-03 |
| DOI：10.19554/j.cnki.1001-3563.2020.22.041 |
| 中文关键词: 索绪尔 两轴分析法 标志设计 文化符号 |
| 英文关键词: Ferdinand de Sanssure two-axis analysis method logo design cultural symbol |
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| 中文摘要: |
| 目的 通过分析符号的文化意象，使用索绪尔两轴分析法，对文化符号进行拆解与组合，满足设计对象共性与个性的文化意象需求，探讨标志设计实践中的逻辑与方法。方法 以“南京中医药大学中医药文献研究所”的标志为设计对象，将其文化意象拆解成共性与个性两部分，在设计实践中引入文化意象认知实验，收集全国二十三所中医药大学的标志作为样本，获得中医药意象认知度最高的文化符号，满足设计对象的共性需求。通过解读索绪尔的语言符号理论，将分析结果应用于标志设计实践，并使用两轴分析法，对设计对象的个性需求进行联想推导，进而运用焦点小组法对标志进行完善，并对设计实践过程进行探讨和分析，总结索绪尔符号理论与标志设计相结合的方法和规律。结论 标志是一个企业内在精神的外在视觉表现，单一的文化符号无法完整地传递企业信息。设计实践中，共性与个性的联想推导、文化符号的拆解与组成，需要理性的逻辑方法。在标志设计中，借由符号学与设计实践相结合，可以把控品牌调性，理性地对文化符号进行解构与重组，完整地传递信息，满足设计对象的需求。 |
| 英文摘要: |
| The work aims to disassemble and combine cultural symbols by analyzing the cultural images of symbols with Saussure two-axis analysis method to satisfy the cultural image needs of the design object’s commonness and individuality and explore the logic and methods in logo design practice. The logo of Institute of Literature in Chinese Medicine of Nanjing University of Chinese Medicine was taken as the design object and its cultural image was disassembled into two parts:commonness and individuality. The cultural image cognition experiment was introduced into the design practice, and the symbols of 23 Chinese medicine universities were collected as samples to obtain the cultural symbol with the highest recognition degree of Chinese medicine image to meet the common needs of the design objects. By interpreting Saussure’s theory of language signs, the analysis results were applied to logo design practice and the two-axis analysis method was used to deduce the individual needs of the design object. Then, the focus group method was used to improve the logo, and the design practice process was discussed and analyzed. Finally, the method and law of combining Saussure symbol theory with logo design was summarized. The logo is the external visual expression of an enterprise’s internal spirit, and a single cultural symbol cannot convey the enterprise information completely. In design practice, the associative deduction of commonness and individuality, and the disassembly and composition of cultural symbols require rational logical methods. Through the combination of semiotics and design practice, brand tonality can be controlled in logo design, cultural symbols can be deconstructed and reorganized rationally, and information can be conveyed completely to meet the needs of design objects. |
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