民国时期火油公司品牌视觉设计研究

Research on Brand Visual Design of the Petroleum Company in the Republic of China Era

对民国时期火油公司的商标及视觉探析聚焦在美孚行、亚细亚火油公司、光华火油公司。它们是民国时期成功进驻中国市场的中外火油公司代表,均以上海为主要阵地,对中国火油市场进行瓜分,其商标和视觉符号成为品牌战略的关键筹码,且作为民国时期商业美术设计的一隅,呈现出多样化的时代烙印。试图从视觉解读入手,结合社会时代背景和品牌在地性宣传分析,以期对现代商业美术中视觉识别系统的确立带来新思考。

This paper discusses the trademark and visual focuses on the company of Socony, Asiatic petroleum company, the Kwang Wha petroleum company in the Republic of China era. They are typical cases of Chinese and international petroleum companies that successfully entered the Chinese market during the Republic of China era. They all put Shanghai as their main land to carve up the Chinese petroleum market. Their trademarks and visual symbols have become the key of bra nd strategy, and as a part of commercial art design during the Republic of China era, showing the times diversity. The article attempts to start from the visual interpretatio ru combined with the social background and bra nd local propaganda, in order to bring some new thinking to the establishment of visual identity system in modern commercial art.