| 摘要: |
| 目的 研究新时代下汉字在标志设计中的应用原则及具体设计方法。方法 以汉字标志特有的优势为切入点，分析汉字的象形美学特征、情感艺术表现以及特有的传统哲学思想，结合优秀案例解析汉字在现代标志设计中应用方法。结论 汉字独特的思想性与文化性为现代标志设计提供重要的创作素材，汉字标志从民族文化的角度深刻地传达了企业经营理念，提升了品牌价值，为实现中国设计的本土化、民族化起到了推动作用。 |
| 关键词: 汉字 哲学思想 标志 创新方法 |
| DOI：10.19554/j.cnki.1001-3563.2019.02.017 |
| 分类号:J524 |
| 基金项目:陕西省社科界2017年度重大理论与现实问题研究项目（2017C016） |
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| Innovative Application of Chinese Characters in Logo Design |
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WANG Yu-hong
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Xi'an Innovation College of Yan'an University, Xi'an 710100, China
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| Abstract: |
| The work aims to research the Chinese characters' application principles and specific design methods in the logo design of the new age. From the perspective of Chinese character logo' unique advantages, the Chinese characters' pictographic aesthetic characteristics, the emotional art performance and its unique traditional philosophy were analyzed. Combined with excellent cases, the methods for the application of Chinese characters in the logo design were explained. Chinese characters' unique thought and culture provide important creative materials for modern logo design. From the perspective of national culture, the Chinese character logos profoundly convey the theory of business, improve the brand value, and promote the localization and nationalization of Chinese design. |
| Key words: Chinese character philosophy logo innovation method |
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