在传承中发展——新中国庆典标识设计的衍变

Developing in Inheritance:The Evolution of Celebration Logo Design of the People’s Republic of China

新中国庆典标识设计是中国国家形象设计中的一部分。从历史溯源来看,新中国成立后所进行的一系列的国家形象设计都是新中国庆典标识设计的逻辑起点,但从概念上看,自觉的国家庆典标识设计的真正开端是1997年的"庆祝香港回归祖国"标志。随后,每逢国家大事、喜事,各级政府的有关部门都会发布相应的标识。在这些视觉设计作品中,既有内在于中华民族和国家政权中的符号表达和象征意义,又有开创新的设计理念和数字技术带来的新灵感。本文基于视觉文化研究与比较研究的视角,综合分析了新中国庆典标识设计的变与不变,为其之后的发展提供建议。

Celebration logo design of the People’s Republic of China is a part of China’s international image design.From the historical point of view,a series of international image design of the People’s Republic of China after 1949 are the starting of the celebration logo design.But conceptually,the beginning of Chinese celebration logo design is the"celebration of Hong Kong’s return to the motherland"logo in 1997.Subsequently,every national event,the governments will issue the corresponding logo.In these visual design works,there are not only the symbolic expression and symbolic meaning in the Chinese nation and state power,but also the innovative design concept and inspiration brought by digital technology.Based on the perspective of visual culture research and comparative research,this paper comprehensively analyzes the changes and invariance of China celebration logo design,and provides suggestions for its future development.