“有无相生”思想在正负形标志设计中的转化效果

The Transformation Effect of the Idea of"Existance and Non-existance Lies Upon Each Other"of the Positive and Negative Logo Design

对现代正负形标志形式与"有无相生"传统思想的关联性进行探讨,其意义在于外化传统思想之实践品格。研究过程首先藉由文献分析将"有无相生"分为"有无对立""有无同根""有无转换"三类;其次对国际知名标志设计权威网站LogoLounge十年中抽样的32个正负形标志的构成形式进行案例评析,并在可体现"有无相生"思想的地方做出可视标注;最后将"有无相生"的"有"与"无"上升到有形之标志的形象与无形之标志的象征内容的层次,并采用索绪尔的符号学理论中能指与所指的概念对正负形标志案例进行诠释分析。研究目的在于探索"有无相生"思想在不同类型正负形标志设计中的转化效果,并从传统哲学思想中追根溯源,汲取养分,为现代标志设计注入文化内涵。

The essence of the formal study of positive and negative logo design cases,the discussion of the relevance of modern visual forms and traditional"Existance and non-existance lies upon each other"thought.And the significance lies in the practical character of externalizing metaphysical thought.In the research process,firstly,through literature analysis,the"Existance and Non-existance Lies Upon Each Other"are divided into three categories:"Existance or non-existance of opposition","Existance and non-existance of the same root"and"Existance and non-existance of conversion".This paper makes a case analysis of 32 positive and negative logo designs in the book"Logo Lounge Series",and makes visual annotation in the place that can reflect the idea of"Existance and Non-existance lies upon each other".Finally,the"Existance"and"non-existance"of the"Existance and non-existance lies upon each other"are elevated to the level of visible image and invisible content.Adopts the"Signifier"and"Signified"concepts to interpret and analyze positive and negative logo design.The purpose of the research is to explore the transformation effect of the thoughts of"Existance and non-existance lies upon each other"in different positive and negative logo design cases and to trace the roots of traditional philosophical thoughts,draw nutrients,and inject cultural connotations into modern logo design.