| 卢位安.从先秦文字的文化基因探究标志设计的文化内涵[J].包装工程,2023,44(14):291-296, 326. |
| 从先秦文字的文化基因探究标志设计的文化内涵 |
| Exploration of Cultural Connotation of Logo Design from the Cultural Gene of Pre-Qin Characters |
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| DOI：10.19554/j.cnki.1001-3563.2023.14.031 |
| 中文关键词: 标志设计 文化内涵 先秦文字 传统文化 创新 |
| 英文关键词: logo design cultural connotation pre-Qin characters traditional culture innovation |
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| 中文摘要: |
| 目的 以先秦文字为研究对象，挖掘探究以其为灵感来源的标志设计所承载的深厚的文化内涵，运用代表中国文化的视觉元素做好中国特色的设计。方法 从符号学角度结合文献资料分析先秦文字的符号特征、功能以及审美。结合先秦文字标志设计实例，分析设计理念和设计思维，阐述标志设计的文化语境以及基于先秦文字文化基因的标志设计的文化内涵。结果 证明中国先秦文字承载着强大的视觉化设计基因，其“观物取象”“应物象形”及“以形表意”等创造思想对当代标志设计具有重要的参考价值。结论 先秦文字属于符号学意义上的视觉艺术，凝聚了中国传统文化的审美基因，中国的设计需要在中国文化背景语境下本体化回归。在设计全球化的当下，探究以先秦文字为元素的标志设计的文化内涵，为传承发扬中华优秀传统文化，做好创新意识的具有中国特色的设计提供一些理论依据。 |
| 英文摘要: |
| The work aims to take the pre-Qin characters as the research object to explore the profound cultural connotation carried by the logo design inspired by these characters, and realize the design of Chinese characteristics with the visual elements representing Chinese culture. Combined with literature data analysis, the symbol features, functions and aesthetics of pre-Qin characters were analyzed from the perspective of semiotics. According to the pre-Qin character logo design examples, the design philosophy and design thinking were analyzed and the cultural context of logo design and the cultural connotation of logo design based on the cultural gene of pre-Qin characters were elaborated. It was proved that the pre-Qin characters of China carried a strong gene of visual design, and their creative ideas of "looking at objects and taking images", "applying shapes to objects" and "representing meanings with shapes" had important reference value for contemporary logo design.The pre-Qin character belongs to the visual art in the semiotic sense, which embodies the aesthetic gene of Chinese traditional culture. Chinese design needs to be returned to the ontology in the context of Chinese cultural background. In the present design globalization, the cultural connotation of logo design based on the pre-Qin characters is explored, which provides certain theoretical basis for inheriting and carrying forward Chinese excellent traditional culture and realizing innovative design with Chinese characteristics. |
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