视觉文化符号的时代演进与设计创新——以历届亚运会吉祥物为例

The Era Evolution and Design Innovation of Visual Cultural Symbols——Take Mascots of Asian Games as an Example

吉祥物作为亚运会高辨识度的视觉文化符号,代表主办国形象,在跨文化交流中扮演着重要角色。通过符号化、类型化历届夏季亚运会吉祥物形象,亚运会精神内核得到有效提炼展示,吉祥物也被不断赋予民族性、时代性与和平性文化底蕴。亚运会视觉文化符号设计因时而嬗,发掘杭州亚运会吉祥物在形象塑造、理念建构及名称赋予三个层面的演进与创新,对于中华优秀传统文化的跨文化传播路径和符号选择具有启示意义。

As highly recognizable visual cultural symbols of the Asian Games,mascots represent the image of the host country and play an important role in cross-cultural communication.By symbolizing and typifying the mascot images of the previous Summer Asian Games,the spiritual core of the Asian Games has been effectively refined and displayed,and the mascots have been continuously endowed with the cultural connotation of ethnicity,epoch and peace.The design of visual cultural symbols of the Asian Games is changing according to the time,and the evolution and innovation of the Hangzhou Asian Games mascot in the three levels of image shaping,conceptualization and name giving are explored to provide insights into the path of cross-cultural dissemination and symbol selection of Chinese outstanding culture.