探析现代标志设计中文字视觉符号的结构特征及文化意义

Analysis of the Structure of Text Visual Symbols in Modern Logo Design and Its Cultural Significance

从文字视觉符号的"图形化"与"符号化"特征出发,首先阐述了文字符号与现代标志设计之间的联系,其次通过对现代标志设计实例作品的归纳与分析,从"造型结构"、"表现特征"和"文化意义"三个方面总结归纳了文字视觉符号在现代标志设计中的表现方式,且分别强调了传统汉字和西方文字在标志设计中的特征,进而在竞争日益激烈的全球经济一体化的社会环境下,提出文字视觉符号在标志设计中的新思路。

This article,starting with the characteristics of text visual symbols＂graphic＂and＂symbolic＂,first elaborated the link text between symbols and modern logo design,and then it was followed by the summary and the analysis of the examples of modern logo design work from three aspects： ＂shape structure＂,＂performance characteristics＂and＂cultural significance＂,which summed up the visual symbols in modern logo design expression. It also highlighted the features of traditional Chinese characters and Western characters in logo design,and then proposed new ideas in the text visual symbol logo design under the social environment with intense global economic integration and competition.