文化自信视角下科技期刊形象标识设计实践——以《世界针灸杂志》(英文版)形象标识的设计与应用为例

Design and practice of the logo of the STM journals from the perspective of cultural confidence:taking the design and application of the logo of the World Journal of Acupuncture-Moxibustion as an example

在文化自信视角下进行科技期刊形象标识的设计与实践,以科技期刊形象标识的设计与应用为助推器,进一步助力我国优秀传统文化的国际传播,充分彰显我们的文化自信。本文以《世界针灸杂志》(英文版)科技期刊形象标识的设计与应用为例,阐述科技期刊如何在传承基础上创新转译文化符号,在文化传播过程中发挥作用。且科技期刊形象标识的设计应以文化内涵为内核,注意遵循原创性、可识别性、体现学科特点、符合美学原理和可用性的原则。《世界针灸杂志》(英文版)形象标识体现了“天人合一,时空一统”的中医内涵,凝聚于《扁鹊针砭图》的文化图腾,被转译为东方神韵与国际风范相得益彰的美学符号。科技期刊人应提升文化自信,自觉推动我国优秀传统文化的国际传播,以助力我国国际学术话语体系的构建。

To design and apply the STM journal logo from the perspective of cultural confidence,the logo can serve as a booster to further promote the international dissemination of China’s excellent traditional culture and fully reflect our cultural confidence.Taking the design and application of the logo of the World Journal of Acupuncture-Moxibustion as an example,this paper expounds on how the STM journals innovate and translate cultural symbols on the basis of inheritance,and play a role in the process of cultural transmission.At the same time,it was introduced that the design of the STM journal logo should be centered around cultural connotations,paying attention to the principles of originality,recognizability,reflecting disciplinary characteristics,conforming to aesthetic principles,and usability.The design process of the logo of the World Journal of Acupuncture-Moxibustion is to refine the connotation of traditional Chinese medicine,which is the integration of heaven and man,time and space,condenses in the cultural totem of Bian Que,and translates it into an aesthetic symbol that complements the oriental charm and international style.The STM journal editors should further enhance cultural confidence,promote the international dissemination of China’s excellent traditional culture,and assist in the construction of China’s international academic discourse system.