从世博会标志看“国家形象”在标志设计中的表达

Expression of 'National Image' in Logo Design from the Perspective of Expo

中文关键词: 标志设计  世博会  国家形象  中国形象

英文关键词: logo design  World Expo  national image  Chinese image

中文摘要:

      目的 世博会是5年一次的科技盛会，也是各种设计集中展示的舞台，特别是代表各国形象的标志设计。分析和研究这些设计，将极大地拓展人们的视野，为我国“国家形象”在标志设计中的表达提供宝贵的经验。方法 通过对历届世博会标志在内涵、取材、手法3个方面的比较与研究，探讨了在世博会这一特定媒介下“国家形象”标志的设计法则，并由此提出了“中国形象”标志的设计思路与方法。结论 中国对外展现的视觉形象是影响国家形象的重要因素，也是中国文化整体输出的一个重要组成部分。标志是“国家形象”精炼的视觉表达，是世界语境下民族精神的艺术化传播，因此其设计应当具有符合时代特征的文化定位、多样化的民族元素、国际化的视觉审美与创意的表现手法。

英文摘要:

      The World Expo is a scientific and technological event held every five years which also a stage for the concentrated display of various designs, especially the logo design representing the image of various countries. This paper aims to analyze and study these designs will greatly expand our horizons and provide valuable experience to the expression of our country's "national image" in logo design. This paper compared and studied the connotation, materials and techniques of the previous World Expo logos, and discussed the design rules of the national image logo under the specific medium of the World Expo, and proposed the ideas and methods of Chinese image logo design. The visual image that China displays to the world is an important factor that affects the image of the country, and also an important part of the overall output of Chinese culture. The logo is a refined visual expression of national image and an artistic dissemination of national spirit in a world context. Therefore, its design should have a cultural positioning that conforms to the characteristics of the times, diverse national elements, and international visual aesthetics and creative expression technique.