中国森林认证的形象设计

Image design of forest certification in China

如实地记录了笔者在中国森林认证的形象设计过程中的一些做法与体会。在具体的设计创作期间,从最开始的构思、画草图、确定方案到最终制作完成,围绕着森林、中国、可持续经营这3个设计要点设计了标志、辅助图形等基础设计部分以及名片、台历、手提袋等一系列的具体应用物品。在这期间有过很多的尝试,但在设计创作中始终注重把握住设计的整体风格,追求中国气魄,从意境着手,寻求突破,不犹豫,不迟疑,确定目标,做好设计。在设计创作中运用了大量的水墨笔触等中国元素和符号来营造设计意境。遵循形式为内容服务的原则,通过水墨笔触来创造年轮、林木等和森林有着某种联系的形象,来深化森林认证的主题,达到图形传达信息的设计目的。希望在设计中既能表现出森林认证的共性,又传达出有中国特色的森林认证的个性。

This paper recorded some practices and reflections of our experience in the process of image design of forest certification in China. The process of design consisted of image conception, drafting, determining the final productions. Logos, supporting graphics, business cards, desk calendars and gift boxes were all designed based on the ideas of forest, China and sustainable development. Among the attempts to design, much more attention had been paid to the overall design style in pursuit of Chinese spirit and the artistic conception. Based on the principle of formality serving the contents, the designers applied ink strokes to creating a linking image among tree rings, trees, and forests, to deepen the theme of forest certification and to express graphic information. It was intended that the design should convey the common features of forest certification and the characteristics of China. [Ch, 2 fig. 14 ref.]