| 摘要: |
| 目的 研究民国时期商标设计的形成与风格演变，探讨这一历史时期商标设计所呈现出的表现特征。方法 结合民国时期的政治、经济和文化背景，以及国外设计思潮、第二次科技革命背景，通过史料研究和案例分析对民国时期商标设计的表现形式与设计手法进行探析。结论 民国时期商标设计呈现出民族性、融合性、时尚性的风格特征，反映了当时的本土品牌商标设计受到国外新事物的冲击后，表现了从抵触到接受再到为我所用、兼收并蓄的发展过程，创作出了符合时代审美的商标设计，形成了独具魅力的设计特色，给中国本土设计提供了良好范本。不仅为现代商标设计中如何传承民族文化带来了宝贵经验，而且进一步地为商标设计如何与时俱进和创造性发展指明了方向与方法。 |
| 关键词: 民国时期 商标设计 风格 形成 |
| DOI：10.19554/j.cnki.1001-3563.2019.04.011 |
| 分类号:J524 |
| 基金项目:湖南省教育厅创新平台开放基金项目（16K027） |
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| Style and Formation of Trademark Design in the Republic of China Era |
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LI Ying, ZHANG Xue-ying, QI Lin-yue
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Hunan University of Technology, Zhuzhou 412000, China
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| Abstract: |
| The work aims to study the formation and style evolution of trademark design in the Republic of China Era, and discuss the characteristics of trademark design in this historical period. In combination with the political, economic and cultural background of the Republic of China Era, and the foreign design trend and the background of the Second Scientific Evolution, the expression forms and design techniques of trademark design in the Republic of China Era were explored through the study of historical documents and case analysis. The nationality, integrity and fashion style features of trademark design in the Republic of China Era reflects that the local brand trademark design at that time was impacted by the new things abroad, and showed the process from resistance to acceptance and then taking it for my own use and incorporating things of diverse nature. The trademark design that conformed to the aesthetics of that time is created, forms uniquely charming design features, and provides a good model for China's local design. The design not only provides valuable experience for how to inherit national culture in modern trademark design, but also points out the direction and method for how to keep pace with the times and develop creatively in trademark design. |
| Key words: in the Republic of China Era trademark design style formation |
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