从校徽看大学视觉识别系统的构建——以“211”工程大学为例

Constructing Visual Identity System of Universities Via University Badges:Take 211-Projects Key Universities as an Example

校徽是一所大学的重要标志之一,包含"意"、"象"两个层面。"意"为大学之魂,是办学理念、文化精神、价值追求,是"象"之表现内容;"象"为表象,是"意"之表现形式,是各种元素符号的艺术设计和整体表达。意象完美统一于校徽,达到美化学校、塑造形象的目的,具有育人为本、科学为根、文化为魂、特色多元、浑然一体、非功利性、大众认同的特性。

The university badge is one important symbol of the university with dual concepts in i t,namely,the “ image” and the “meaning ” The umeaning” is the soul of the university, embodying its educational philos-ophy, cultural spirit and value pursuit. The “ image” is the manifestation of the “ meaning” with all the artisticdesigning and presentation. The “ meaning” is the content of the “ image” and the two combine perfectly in theuniversity badge to fulfill the goal of beautifying the university and constructing the image. The badge has the features as it is education-orientated , science-rooted , culture-centered , multivariable , integrated , non-profit and with popular approval.