论品牌标志扁平化背后的逻辑关系

ON THE LOGICAL RELATIONSHIP BEHIND THE FLATTENING OF BRAND LOGOS

近年来,品牌标志的扁平化设计趋势已成为主流。本文通过纵向回顾标志设计的历史演变,分析现代主义设计、瑞士风格对扁平化趋势的影响与启示。在科技进步的数字媒体时代,扁平化标志因其适应性强、满足用户体验和便于现代化应用等优势备受推崇。此外,本文还从全球化视角探讨了标志扁平化在跨文化传播中的普适性,以及从符号学角度理解标志扁平化对年轻消费群体的身份认同具有构建意义。在未来品牌标志设计中,扁平化趋势也面临众多挑战,如何平衡好扁平化与所面临问题之间的关系,将成为关键问题。最后,本文期望为品牌设计领域提供新的思考路径。

In recent years,the trend of flat design of brand logos has become mainstream.This article reviews the historical evolution of logo design and analyzes the influence and inspiration of modernist design and Swiss style on the flat trend.In the digital media era with technological progress,flat logos are highly praised for their strong adaptability,satisfactory user experience and convenient modern application.In addition,this article also explores the universality of logo flattening in cross-cultural communication from a global perspective,and understands the significance of logo flattening in constructing the identity of young consumer groups from a semiotic perspective.In the future brand logo design,the flat trend also faces many challenges.How to balance the relationship between flattening and the problems faced will become a key issue.Finally,this article hopes to provide a new thinking path for the field of brand design.