符号学视域下城市IP形象设计策略——以天津市为例

Strategy of Urban IP Image Design from Semiotic Perspective:Taking Tianjin as an Example

城市形象是一个城市的生命基础,是城市的抽象符号化,开展城市形象设计能够促进城市经济和文化发展,提高城市知名度,增强城市竞争力和改善城市环境,发展城市形象是顺应当前城市化发展的需要.应用相关符号学原理,从外延到内涵的符号学理论为起点,通过分析天津城市吉祥物的设计价值,结合城市吉祥物承载的对现代城市进行推广宣传的使命,并利用内容分析法,结合城市IP形象设计要素,建立天津城市吉祥物的设计总体规划和策略,完善步骤,并总结得出城市IP形象设计在贴合代入地域文化时,应运用取“形”“意”的辩证统一原则,以期为天津城市IP形象带来新的多维设计角度,为其他城市形象设计提供借鉴与参考.

symbol of a city.Carrying out urban image design can promote the development of urban economy and culture,improve the visibility of the city,enhance the competitiveness of the city and improve the urban environment.The development of urban image is in line with the needs of current urbanization development.The article applies relevant semiotic principles,starting from the two symbolic dimensions of extension to connotation,by analyzing the design value of Tianjin mascots and combining with the promotion mission of modern cities carried by the city mascots,and using content analysis methods,combining with the city IP image design elements,the overall planning and strategy of Tianjin mascot design has been established.Through improving the steps,it concludes that the urban IP image design should use the dialectical unity of"form"and"meaning"when it fits into the regional culture to bring a new multi-dimensional design perspective to the IP image design of Tianjin,and provide reference for other urban image design.