论标志图形表意的原始性特征

Research on the Primeval Characteristics of Signs and Graphs

标志、徽标、商标是现代经济的产物,在现代经济社会中发挥着重要的作用。标志图形背后所凝聚和体现的是品牌价值,它承载着企业的无形资产,是企业综合信息传递的媒介。但标志的起源却是远古的图腾文化,标志从未脱离图腾标志图形表意的原始性特征,即标志的象征表意性和图形表意性。正因如此,才使得标志图形依然具有团结群体、密切族群关系、维系社会组织和互相区别的职能;才使得标志图形成为象征性和独特性的语言形式。

The Signs,logos and trademarks are products of modern economy,which exert their importance in social and economic life.What behinds these signs are the embodied value of brands.The value bears the weight of the property of enterprise and it functions as a bridge between the enterprise and the society.However,the origin of sings and graphs is the primeval totemic culture,and it always associates the symbolic and graphic implications.Therefore,they always unite the groups,close racial relationships,hold together the social organizations and remain distinct.They are also the unique speech to signify.