论现代标志设计的吉祥诉求

The Consideration on the Auspicious Demands of Modern Logo Design

吉祥情结是现代标志设计的重要诉求,现代标志设计融合传统吉祥文化是激发受众情感共鸣的有效方式。本文首先阐释了吉祥图案对于现代标志设计的重要意义,然后探讨了标志设计的三种吉祥表达方式——形态吉祥、色彩吉祥和语意吉祥,以期对标志设计甚至是整个平面设计提供一些有价值的思路和线索。

Auspicious request is the major demand of the modern logo design.The integration of traditional auspicious culture with the modern logo design is an effective way to simulate the audience emotion.In this paper,the importance of the auspicious patterns to the modern logo design is explained,and then three auspicious expressions of the logo design,including forms auspicious,colors auspicious and semantic auspicious are discussed,with a view to provide some valuable ideas and clues to the logo design and even the entire graphic design.