| 林峰,黄以昕,陈庆军.后疫情时代下品牌标志的响应式设计[J].包装工程,2022,43(12):266-272. |
| 后疫情时代下品牌标志的响应式设计 |
| Responsive Design of Brand Logo in the Post-epidemic Era |
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| DOI：10.19554/j.cnki.1001-3563.2022.12.031 |
| 中文关键词: 响应式标志 后疫情时代 设计应变 线上品牌传播 |
| 英文关键词: responsive logo post-epidemic era design strain online brand communication |
| 基金项目:上海市哲学社会科学规划教育学一般项目(A2022002);2021年上海高校高层次文化艺术人才工作室项目(2021文教办-人-1-3);中央高校基本科研业务费专项资助重点项目(233201600023) |
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| 中文摘要: |
| 目的 研究品牌标志的响应式设计应变，使其更好地适应多类型移动终端设备的需求，以此促进后疫情时代品牌的线上传播。方法 在梳理响应式标志发展的基础上，通过对响应式标志案例的类型分析，概括响应式标志设计的传播优势，分析后疫情时代下标志的响应式设计原则。结果 品牌标志一般通过改变布局、去掉文字、简化图形3种常规方式进行响应式设计应变，响应后的品牌标志在线上的传播应用中显示出明显的优势。结论 后疫情时代下，响应式品牌标志设计变得越来越重要，其在传达效率、准确度、情感表达上的优势，使应变设计后的标志能全面适应线上的品牌传播。在可识别、可沟通、可体验的前提下，响应式品牌标志的设计应变需遵循“延展”响应的图形屏显原则、“平衡”响应的信息传播原则、“持续”响应的视觉体验原则。 |
| 英文摘要: |
| The paper aims to study the responsive design of the brand logo to better adapt to the needs of multiple types of mobile terminal equipment, thereby promoting the online spread of the brand in the post-epidemic era. On the basis of combing the development of responsive logos, by the case analysis of the types of responsive logos, the communication advantages of responsive logo design are summarized, and the responsive design principles of logos in the post-epidemic era are discussed.Brand logos generally adopt three conventional methods (changing layout, removing text, and simplifying graphics) to make responsive design strains. The responsive brand logos show obvious advantages in online communication applications. In the post-epidemic era, the design of responsive brand logos has become increasingly important. Its advantages in communication efficiency, accuracy and emotional expression make it fully adapt to online brand communication. Under the premise of being identifiable, communicable, and experience-able, the design of responsive brand logos must follow:the graphic screen display principle of "extended" response; the information dissemination principle of "balanced" response; and the visual experience principle of "continuous" response. |
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