酒标的汉字应用设计研究

Application of Chinese Characters to Logos of Chinese Wine

用汉字设计标志，自商周就有，数千年来持续未断，原因是，一来将字拿来直接使用，比较便捷省毫二是文字本身除可读性外，也具有可观性。标志设计中的文字是向消费者传达商品信息的途径和手段。字体标志简洁而表现力丰富，可利用字母或文字的变形和排列来加强标识性，尤其是与企业名称相同的字体标志不仅传达了企业名称的信息，又具有图形标志的功效，达到了视觉、听觉的同步扩散效果，这已成为企业标志设计的潮流与趋势。如今，以文字为主体形象的商标占到了标志的多数。

Although there are more and more Chinese characters being applied to Iogos and brand identities of Chinese wine, the creativity is still a little bit poor. With specific cases, this paper analyzes the designs of Chinese characters in these Iogos and puts forward that the Chinese-character logo designing should start from the study of traditional Chinese calligraphy and understanding of the structure of Chinese characters, based on which a designer should also be innovative on their designs.