民国纺织产品商标设计的民族性解读

Nationalism in the Trademark Design of Textile Products in the Republic of China

目的客观呈现民国纺织产品商标设计的表现形式,探究其设计成因,对商标设计的民族性进行解读。方法选取民国纺织产品商标为研究对象,结合历史文献、图像资料和馆藏实物为研究参考依据,从设计学的角度,通过商标构成要素即题材、构图、色彩进行整理归纳与分析,并以民国商标设计背景出发,释读其呈现民族风格的设计动因。结果对于纺织产品类商标设计而言,中国传统人文类题材、中国绘画构图中的"之"字式构图方式和中国传统五行色的运用占比较为靠前。结论统计分析后排名靠前的主要元素和特征,为其"民族性"提供了证据。而其中国人的爱国思绪与传统文化精神,为民国纺织产品商标呈现民族化特征提供了设计动因,反映了民国时期东西方艺术文化的碰撞,展现了中国现代视觉艺术设计发端的面貌,对商标设计如何体现民族与传统提供了参考。

This paper analyzes the nationality trademark design in the Republic of China and explores its design mo-tivators by showing objectively the expression ways of the trademark design of textile productions in this period.It is based on textile productions as the research object,combined with historical documents,images,museum collections and the perspective of design to summarized and analyzed through the elements of trademarks that is theme,composition and color.What’s more,based on the background of trademark design in the Republic of China,it explores the design moti-vations of presenting national style.The result shows that for the textile trademark design,the traditional Chinese cultural themes,the“Zhi”type composition in the composition of Chinese paintings and the traditional five-elements color take the first place.The main elements and characteristics of the top ranking in the statistical analysis just are the evidences of“nationality”to the textile productions trademark design in the Republic of China.Among them,the feeling of patriotic and the Chinese national culture provided the design motivation the nationalization of the textile product trademark in the Republic of China,reflected the collision of eastern and Western art and culture in this period and showed the appearance of the beginning of modern Chinese visual art design,which undoubtedly has a guiding and reference role to reflect the nation and tradition for the trademark design.