| 摘要: |
| 从 “天人合一”、“中庸之道” 哲学思想入手， 论述了中国传统绘画 “似与不似” 造型原则的本质内涵， 阐明了中国文化对艺术的影响， 结合标志设计中的 “形” 和 “意”， 提出图形设计中 “具象” 与 “抽象”、“象征” 与 “隐喻” 是对 “似与不似之妙” 的追求和表达。认为研究本土审美哲学， 从传统艺术形式的内容和表现手段中汲取精髓， 是传承中国传统文化创新设计理念， 实现真正意义上的设计 “本土语言” 的必由之路。 |
| 关键词: 标志 形态 语意 似与不似 |
| DOI： |
| 分类号:J524.4 |
| 基金项目: |
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| Discussion on "to be or not to be" between the Form and Meaning of Logo |
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ZHANG Jun
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Yancheng Institute of Technology，Yancheng 224051，China
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| Abstract: |
| From the angle of philosophical thinking about "harmony between the heaven and human","a middle course", it discussed the essence of shaping principle of traditional Chinese painting, expounded the influence of Chinese culture to art form. Combined with "shape" and "meaning" of the logo design, it proposed the "figurative"and "abstract” “ , symbol “and "metaphor" in graphics design. It is a pursuit and expression of "to be or not to be". Study on local aesthetic philosophy, deriving the essence from the content and means of traditional Chinese culture, is the only way of inheriting traditional Chinese culture and innovating graphic design idea of "native language". |
| Key words: logo form meaning "to be or not to be" |
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