企业标志是一个企业品牌的象征、精神价值的体现、文化精神传播的途径,是企业的无形资产。标志在企业形象传递过程中发挥着应用为广泛、出现频率高的作用。所以,在大众日益追求“简”“易”的时代,企业标志如何在不同文化、不同信仰、不同的人们之间被快速、准确地传播。如何成为一个有力武器为企业赢取利益,并且脱颖而出、深入人心,俨然已成为当今企业的重关注的问题。
Enterprise logo is the symbol of an enterprise brand, the embodiment of spiritual value, the way of cultural spirit transmission, and the intangible assets of the enterprise. The symbol plays the most widely used and the highest frequency in the process of enterprise image transmission. Therefore, in the era of mass pursuit of "simplicity" and "easy", how can enterprise logo be disseminated quickly and accurately among people of different cultures, beliefs and countries? How to become a powerful weapon to win profits for the enterprise and to stand out and be deeply rooted in the hearts of the people has become a serious concern of today's enterprises.
抽象表现所表达艺术的情感强度,具有叛逆、无秩序、超脱于虚无以及逃避现实的特征,同时也表达了对未来的憧憬。通过点、线、面、色彩、形体、构图来传达各种情绪,引发想象,启迪人们的思维,而不是以描绘具象为目标。
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The expressive emotion expressed by abstract expression is characterized by rebellion, order, detached from nothingness and escaping from reality. At the same time, it expresses the vision for the future. Through point, line, face, color, form, and composition to convey a variety of emotions, cause imagination, enlighten people's thinking, not to describe the object.
相对于抽象表达,具象的表达方式似乎更加直观准确,但若过于真实、直观,留给观者自己去体会感受的空间很有限,容易让观者感到平淡无奇。具象形在不同信仰、不同文化背景的的寓意有所不同,由此也会造成一些误解和问题。
Compared with abstract expression, concrete expression seems to be more intuitive and accurate, but if it is too real and intuitive, it will leave viewers with limited space to feel and feel, and it is easy for visitors to feel insipid. The meaning of concrete forms in different countries with different beliefs and cultural backgrounds is different, which will cause some misunderstandings and problems.
抽象表达方式正是符合了现代大众“极简”的追求,以高度概括、凝练、抽象的方式表达某种特定的含义,传播一定的思想内涵。抽象形是从自然中汲取事物的本质属性,它真正要传达的内涵却超越了自然物本身。抽象形与原形态之间的演变跨度很大,是一个飞跃的过程,这种突然的变化在观者心中可以产生强烈的节奏韵律感,让人振奋、激动。
Abstract expression is consistent with the pursuit of modern minimalism. It expresses a specific meaning in a highly generalized, concise and abstract way, and spreads certain ideological connotations. Abstract form is the essential attribute that draws things from nature, and its true meaning is beyond the natural object itself. The evolution between the abstract form and the original form is very large. It is a leap process. This sudden change can produce a strong rhythm and sense of rhythm in the viewer's mind, which makes people excited and excited.
企业标志设计宏观上可以分为两种形式,一种是企业文化内涵的抽象化,另一种是外在形式的抽象化。内涵的抽象表达常采用比喻、象征的手法,依据人们的传统观点、象征形态、抽象形态――抽象标志。有深刻内涵的标志一定有生命、有思想、有灵魂,一定能在观者内心激起涟漪,引起共鸣。
The design of enterprise logo can be divided into two forms in macroscopically, one is the abstract of the connotation of enterprise culture and the other is the abstraction of the external form. Abstract expression of connotation often uses metaphorical and symbolic techniques, according to people's traditional views, symbolic forms, abstract forms - abstract symbols. The sign of profound connotation must have life, thought, and soul, which can arouse ripples and resonate in the viewer's heart.
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