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萧遥

专业VIS设计师

 
 
 

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标志设计说明  

2008-09-05 21:18:51|  分类: 默认分类 |  标签: |举报 |字号 订阅

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       商标标志释义,即商标设计说明或设计意念,是设计者对其设计的图稿作文字的解释。我们常说,好的设计必须要有好的说明,尤其对“浓缩”的设计艺术——商标标志来说,其“说明”显得更重要。好的说明,不但要准确无误、言简意赅地反映设计者和其作品的意图和含意,且要文笔流畅,语词生辉,凭借短短的数十字或数百字的介绍,使客户和读者很快认识标徽并产生共鸣,因而词汇在标志设计释文中却有着举足轻重的作用。

        企业商标标志释义通常有自己惯用的词汇,它们涉及到企业理念、行业特质、设计术语、美学、吉祥用语等等方面。若将这些词汇有机地搭配或举一反三地加以发挥运用,你就不会犯愁写不出好的释文了。

        常见词汇:

          一、商标、标志、标徽、厂标、司徽、标识

        二、理念、思想、哲学、精神、信念、信条、目标、目的、宗旨、方针、性质、使命、宣言

        三、意念、意义、意向、意境、含意、寓意、立意、示意、涵意、意象、意为、意味、概念、涵义、释义、说明、隐含、隐喻、暗喻、代表、表示、显示、象征、表达、反映、比喻、内涵、联想、点明、蕴含、揭示、印象、表明、体现、传达、展现、含

        四、设计、艺术、手法、定位、定格、创意、构想、构成、塑造、造型、形象、形态、结构、特征、态势、演变、原理、元素、单元、连字、组字、抽象、具象、象形、图形、图画、图案、符号、写实、变形、漫画、吉祥物、纯文字、纯图形、图文结合、汉字组合、数字组合、符号组合、图像、外形、圆形、方形、三角形、直线、斜线、曲线、弧线、几何形、正形、负形、共形、共用形、整体、局部、实体、虚体、阴阳、点、线、面、黑、白、反复、对比、调和、节奏、渐变、突破、对称、均衡、平衡、反衬、借用、重叠、变异、幻视、连接、折带、装饰、立体、平面、空间、发射、排列、动感、起伏、肌理、叠透、旋转、交叉、相让、相背、相向、分离、积集、联合、内聚、外发、呼应、留白、色彩、标准色、辅助色、暖色、冷色、色相、彩度、明度、对比色、邻近色、标准字、基本形

        五、美感、美观、流畅、庄重、严谨、潇洒、新颖、结合、组合、融会、层次、完整、准确、明确、鲜明、特色、特性、独特、风格、风貌、个性、畅快、优雅、哲理、格调、面貌、价值、情感、主题、主调、心理、联想、共鸣、和谐、贴切、主体、简洁、简炼、精致、粗犷、高尚、品味、力度、强烈、壮美、优美、坚实、有力、直观、效果、夸张、点题、借笔、互补、相依、相托、布局、营造、缩写、媒介、传递、信息、视觉、冲击力、诉求、主张、题材、素材、感性、理性、知性、人性、个性、共性、原创性、逻辑性、条理性、直观性、权威性、典型性、单纯性、鲜明性、艺术性、装饰性、识别性、标识性、规范性、准确性、适用性、实用性

        六、企业形象、企业识别、CI战略、CI系统、理念识别、行为识别、视觉识别、文化、产品、经营、营销、策划、广告、公关、品牌、名牌、高品位、消费者、服务、一流、好感、信赖、忠诚、诚实、团结、合作、交流、发展、开拓、创新、奉献、贡献、壮大、规模、稳健、开明、向上、飞跃、高效、高质、高产、协力、创业、效率、求实、务实、荣誉、信用、安全、奋斗、前进、腾飞、拼搏、健康、永恒、活力、爱心、温暖、博爱、清洁、品质、形象力、商品力、销售力、竞争力、开发力、领导力、研究力、创造力、亲和力、集团力、多元力、多角力、多样化、专业化、市场化、人性化、休闲化、都市型化、乡村型化、商品化、系列化、大众化。

        七、现代感、传统感、魅力感、亲密感、信赖感、亲切感、期待感、正义感、安心感、稳定感、温暖感、强力感、坚实感、责任感、明朗感、活泼感、流动感、节奏感、明快感、跃动感、律动感、新鲜感、独特感、高级感。

        八、国际性、地域性、社会性、民族性、大众性、时代性、现代性、传统性、都市性、超前性、未来性、进步性、优良性、进取性、创造性、杰出性、力量性、明朗性、活泼性、灵敏性、开朗性、温和性、亲和性、健康性、跃动性、摩登性、安定性、诚实性、协调性、独特性、方向性、专业性、技术性、基准性、趣味性、情绪性、成长性。

        标志的来历,可以追溯到上古时代的"图腾"。那时每个氏族和部落都选用一种认为与自己有特别神秘关系的动物或自然物象作为本氏族或部落的特殊标记(即称之为图腾)。如女娲氏族以蛇为图腾,夏禹的祖先以黄熊为图腾,还有的以太阳、月亮、乌鸦为图腾。最初人们将图腾刻在居住的洞穴和劳动工具上,后来就作为战争和祭祀的标志,成为族旗、族徽。国家产生以后,又演变成国旗、国徽。

        古代人们在生产劳动和社会生活中,为方便联系、标示意义、区别事物的种类特征和归属,不断创造和广泛使用各种类型的标记,如路标、村标、碑碣、印信纹章等。广义上说,这些都是标志。在古埃及的墓穴中曾发现带有标志图案的器皿多半是制造者的标志和姓名,后来变化成图案。在古希腊,标志已广泛使用。在罗马和庞贝以及巴勒斯坦的古代建筑物上都曾发现刻有石匠专用的标志,如新月车轮、葡萄叶以及类似的简单图案。中国自有作坊店铺,就伴有招牌、幌子等标志。在唐代制造的纸张内已有暗纹标志。到宋代,商标的使用已相当普遍。如当时济南专造细针的刘家针铺,就在商品包装上印有兔的图形和"认门前白兔儿为记"字样的商标。欧洲中世纪士兵所戴的盔甲,头盖上都有辨别归属的隐形标记,贵族家族也都有家族的徽记。

        到本世纪,公共标志、国际化标志开始在世界普及。随着社会经济、政治、科技、文化的飞跃发展,到现在,经过精心设计从而具有高度实用性和艺术性的标志,已被广泛应用于社会一切领域,对人类社会性的发展与进步发挥着巨大作用和影响。一门新兴的科学——"符号标志学"应运而生已是历史必然。

Interpretation trademark logo, trademark design descriptions or design ideas, its design is the designer of the map drafters of the letter explained. It is often said that good design must have a good note, especially for "enrichment" Design Art -- trademark signs, "Note" appear to be more important. Good note, not only accurate, concise and comprehensive to reflect the designers and their works of intent and meaning, and must writes fluent, Words lin, just by virtue of the dozens of words or a few hundred words of introduction, so that the clients and readers quickly recognized emblems and resonate, therefore explained in cultural terms is very significant role.

Brand enterprises usually have their own interpretation of the terms used, they relate to business philosophy, industry characteristics, design terminology, aesthetics, auspicious terms, etc.. If these terms organic mix or draw play to be used, you will not be anxious write a good paper explained.

Common terms :

1, trademarks, symbols, emblems, factory standard, emblem, logo

2, ideas and thinking, philosophy, spirit, faith, creed, goals, objectives, purposes, principles, the nature and mission of the Declaration

3, ideas, significance, intentions, moods and meaning implies, provides, hint, meaning, imagery, meaning, mean that the concept of meaning, interpretation, that implied, metaphors, allude to the deputies and said, symbolic expression, reflection, analogy and connotation, Lenovo, highlighted contains revealed, the impression that, and reflect, communicate, display, meaning

4, design, art, tactics, positioning, fixed, creativity, vision, composition, shape, form, image, form, structure, characteristics, posture, evolution theory, elements, modules, and even characters, words, the abstract and representational, pictographic, graphics, pictures, logos, symbols, realism, deformation, comic books, the mascot, text, graphics pure, Graphic combination of Chinese characters portfolio, digital portfolio, the combination of symbols, images, shape, round, square, triangle, linear, oblique line, curve, curve, geometric shape, form is negative form, conformal, the sharing of shape, overall, and local entities, the imaginary body, the Yin and Yang, point, line, surface, black and white, and reconsidering contrast, reconcile, rhythm-oriented, breakthroughs, symmetry, balance, balance, contrast, use, duplication, variation, visual, connectivity, belts, decorative, three-dimensional, plane, space, launch, with dynamic, undulating texture, permeability Permian, rotation, overlapping, to give, in contrast, the opposite, separation, the plot sets, joint, cohesion, outsourcing, echoes, the canvas, color, Standard color, color support, warm, cold, hue, saturation, brightness, color contrast, the neighboring color, the standard characters, the basic shape

5, aesthetics, beauty, smooth, formal, rigorous, Encounters, which are combined portfolio, and with that level, complete, accurate, clear and distinctive features, characteristics, unique, style, character, personality and uninhibited, elegant, philosophy, style, outlook, values, emotions, themes, melody, psychological, and associative resonance, harmony, appropriate, in the main, simple, kindly to be as brief, exquisite, ruggedness, noble, taste, and strong, magnificent, beautiful, strong and powerful, visual effect, exaggerations, giving through T, complementary, interdependent, and that age, layout, building, the initials, the media, transmission, information, visual impact, aspirations, ideas, and subject, material, emotional, rational, intellectual, human nature, character, commonness, originality, logic, of the irrational, intuitive and authority, the typical, simple, clear, artistic, Decorative, identification, marking, standard, accuracy, applicability, practicality

6, the corporate image, corporate identity, CI strategy, CI system, philosophy identification, behavior recognition, visual recognition, culture, products, operations, marketing, planning, advertising, public relations, brand, brand name, high-grade, consumers, service, first-class, affection, trust, loyalty, honesty, solidarity, cooperation, communication, development, exploration, innovation, dedication and contribution to the growth, size, a strong, enlightened and progressive leap, efficient, high-quality, high-yield, synergies, entrepreneurship, efficiency, truth-seeking, pragmatic, honor, credit, security and struggle forward, to take off, perseverance and health, the eternal, vitality, love, warmth, love, cleanliness, quality, image, merchandise, sales, competitiveness, development, leadership, research, creativity, affinity groups, pluralism, more wrestling, diversification, specialization, market-oriented, humanistic, leisure, Urban, rural type and commercialized Serialization and popularization.

7, contemporary, traditional sense, a sense of charm, intimacy, trust, friendliness, a sense of hope, sense of justice and a sense of comfort. a sense of stability and a sense of warmth and strong sense of a solid sense of responsibility and a sense of uncertainty, lively sense of a sense of movement and rhythm, Ming Arizona, jump buzz, legal buzz, along with a unique sense, the High flu.

8, international, regional, social, ethnic, the public, the nature of the times, modern, traditional, urban, transcendence, the future and progress, fine, progressive nature of creativity, excellence, strength, clarity, lively, sensitive, bright, modest, compatibility, health, and to life, modern, stability, honesty, coordination, unique, and directional, professional, technical, benchmarks, interesting, emotional, growth.

Mark the origins can be traced back to ancient times the "totem." At that time, each clan and tribe have a choice and that they have a special relationship to the mysterious animals or natural phenomena as the clan or Tribal special markers (called Totem). Nuwa clan as a totem of the snake, Yu Huang to the ancestors of the Bear Totem, and the sun, moon and crows for Totem. It will be the first totem carved in the caves living and working tools later, the war and ritual as a symbol and become national flag national emblem. State produced, but it turns into the national flag, national emblem.

Ancient people in the production of labor and social life, to facilitate communication, marking significance of the types of things different characteristics and attribution continuously create and widespread use of various types of markings such as signs, the village superscript, Beiya, seal armorial other. Broadly speaking, these are signs. In ancient Egypt have found graves marked with the pattern of most of the containers manufacturer

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