摘要
标志形态的差异是世界各民族不同的思维方式、审美趣味所决定的。文章围绕中、美航空公司标志设计 ,中、美金融机构标志设计 ,从“形”和“态”两个方面进行讨论 ,提出中国现代标志设计的“形”和“态”是在中国传统思维方式的影响下形成的以“夸张”为主“抽象”为辅的“形”和“态” ,美国现代标志设计“形”和“态”是在西方传统思维方式影响下形成的以“抽象”为主“夸张”为辅的“形”和“态”。
The difference in the symbolic pattern is decided by people's different ways of thoughts,views and aesthetic standards. By taking the symbolic designs of airlines and financial companies in China and the U.S.A as examples, the article testifies the distinguishing feature between China's and America's modern symbolic designs from the point of their shapes and patterns. That is, the fomer is influenced by Chinese traditional thoughts and maintains the exaggeration ; whereas the latter is formed by western traditional thoughts and pays more attention to the abstract.
