传统文化元素在现代VI设计中的表达

Expression of Traditional Culture Elements in Modern VI Design

研究了如何将中国传统文化元素应用到现代VI设计中。分别从"老字号"企业、具有民族特色的现代企业、新生代企业这3个方面切入并展开论述,指出将传统文化元素应用在现代VI设计中,需要继承和发扬已有的传统文化元素;需要从企业内在的文化与传统文化的关系中寻找载体和契机;需要将传统文化元素具象化、图案化、符号化。进而表明,在目前"全球一体化"国际发展趋势下,分析传统文化元素在现代VI设计中的表达,拓宽了中国现代VI设计可持续发展的思路。

Focus on how to apply the traditional Chinese culture elements to the modern VI design, after sorting out the classification and characteristics of the traditional cultural elements, it discussed separately from three levels： how the traditional cultural elements should be applied to the Chinese ＂old＂ VIS design, to the national characteristics of the modern enterprise VI design as well as to the new generation of enterprise VI. This study will promote our national culture, meanwhile, broaden sustainable development thinking for our modern VI design in today＇s trend of ＂globalization＂ of international development.