民间美术字对近代中国商标设计的影响探究

Influence of Folk Artistic Calligraphy on Modern Chinese Trademark Design

中文关键词: 商标设计  民间美术字  近代中国  现代设计

英文关键词: trademark design  folk artistic calligraphy  modern China  modern design

中文摘要:

      目的 通过对近代中国商标的设计手法、形态特征及文化表达进行分析，探究民间美术字在近代中国商标设计发展中的重要作用和深刻影响。方法 通过文献研究，案例分析与比较研究，阐明民间美术字的基本造型手法与文化特征，并从多个方面探究其与近代中国商标设计间的关联性与传承性。结论 民间美术字因其创作目的、造型手法，以及对文化经济活动的高度参与性，使其在近代中国商标设计出现之初，便从审美趣味、设计思维、造型手法等方面对这一时期的商标设计产生了重要作用与深刻影响。在传统与现代交融、激荡的社会环境中，出现了大量、优秀的近代中国商标设计作品，形成了具有鲜明时代特征的与传统文化和民间审美紧密结合的形式语言与设计风格，开创了利用汉字设计商标的新方法与新风格。

英文摘要:

      This paper aims to study the important role and significant influence of folk artistic calligraphy in the development of trademark design in modern China through the analysis of the design methods, morphological characteristics and cultural expressionof modern China trademark. Through literary research, case analysis and comparative study, the paper expounds the basic modeling methods and cultural features of folk artistic calligraphy, and studys its relevance and inheritance with modern Chinese trademark design in different ways. Because of its creation purpose, modeling methods and high participation degree in the cultural and economic activities, folk artistic calligraphy played an important role and had a profound impact on the trademark design in this period at the beginning of the emergence of modern Chinese trademark design. The impact was multifaceted. It engages aesthetic taste, design thinking and modeling methods and so on. As a result of this impact, a large number of great trademark design works were conceived in the society where tradition and modernity were colliding and intertwining with each other, forming the design style and the formal language which combined closely with traditional culture and folk aesthetics with distinctive characteristics of the times, and creating a new method and style of using Chinese characters to design trademarks.