近代外资商标设计中的重塑与再造

Reshaping and Reconstruction of Foreign Trademark Design in Modern China

外资商品在鸦片战争后逐步走进中国市场,其商标呈现出中西杂糅的复杂形式,与此同时中国民族资产开始萌芽,国货如雨后春笋一般冒出,有趣的是国货商标的形式同洋货一样,也呈现出中西杂糅的形式。不仅中国企业设计的商标受到“西风美雨”的熏陶,外资企业的商标也有“东风西渐”的迹象。在这样的背景下,尝试从设计、文化、历史、经济等角度剖析两方呈现出“东西杂糅”的成因及背后代表的历史文化差异,有助于更好地理解中国近代商标设计发展历程。

Foreign goods gradually entered the Chinese market after the Opium War.After entering China,they went through a series of complex situations,resulting in their trademarks presenting a complex form of mixed Chinese and Western cultures.At the same time,Chinese national assets began to sprout,and domestic goods emerged like mush-rooms after rain.Interestingly,the form of domestic trademarks,like foreign goods,presented a mixed form of Chi-nese and Western cultures.Not only are the trademarks designed by Chinese companies influenced by the beauty of the West,but the trademarks of foreign-funded enterprises also show signs of a gradual shift from east to west.The paper attempts to analyze the causes of the“East West hybridization”presented by the two sides from the perspec-tives of design,culture,history,economy,and the historical and cultural differences represented behind it.