| 摘要: |
| 目的 通过对民国初年商标设计新元素的发掘与整理，探索这一新的历史时期民族风格商标设计的创新表现方式。方法 结合当时的政治、经济和文化背景对新元素进行分类归纳，并以具体案例和史实诠释新元素的应用方式。结论 民国初年商标中新元素的运用，加强了品牌的视觉冲击力与差异化，使本土商品得以流行与接受，给民族工业企业带来活力，商标的审美趣味，不仅对时代审美价值取向的形成有一定的积极作用，而且对文化的积淀方式，尤其是民族性设计提供了启迪意义。 |
| 关键词: 民国初年 商标设计 新元素 品牌推广 |
| DOI：10.19554/j.cnki.1001-3563.2018.06.009 |
| 分类号:J511 |
| 基金项目:2016年湖南省创新开放平台基金项目（16K027） |
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| New Elements of Trademark Design in the Early Years of the Republic of China |
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ZHU He-ping, CHENG Jia
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Hunan University of Technology, Zhuzhou 412008, China
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| Abstract: |
| Through researching the new elements of trademark design in the early years of the republic of China, it explores the creative expression way of nationality trademark design in this new historical period. According to the political, economic and cultural background of the time, the new elements are classified and summarized, and the application of new elements is explained with specific cases and historical facts. The application of new elements strengthens the brand visual impact and differentiation, makes modern goods popular, and enhances the enterprise energy. The esthetics interest of the trademark not only has positive effects on the formation of age's aesthetic value, but also has great enlightenment for cultural accumulation, especially nationality trademark design. |
| Key words: the early years of the Republic of China trademark design new elements brand promotion |
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