共用形在标志设计中的美学特征

THE AESTHETIC FEATURES OF THE COMMON SHAPE IN LOGO DESIGN

标志是高度概括化、凝练化的图形符号,它利用图形符号的象征和表意功能传递信息。当今社会的各个领域都广泛地使用标志,标志已成为品牌的象征,它蕴含着品牌的信誉、服务理念等,是品牌文化重要的组成部分。而共用形是标志设计中常用的一种表现手法,本文通过对共用形表现手法的美学特征进行归纳、总结,对进一步加强共用形在标志设计中的应用与创新具有重要而深远的意义。

The logo, a kind of graphic symbols, is characterized by extreme generality and concision, and able to convey information through the graphic symbol＇ s symbolic and ideographic function. Being w{dely apptied in every field, the logo symbolizes the brands and connotates the brands＇ prestige, service concept, etc., becoming an important part of brand culture. In the logo design, the common shape is often applied as a form of expression. This paper makes generalization and summary of the aesthetic features of the common shape, thus hoping to make important and far-reaching significance, i.e., to strengthen the application and innovation of the common form in the logo design.