摘要
分析了商业标志隐喻的基础、内涵、理解的多义性与模糊性,并结合上海冰河馒头店标志的隐喻性质,论述了功利性在商业标志中的作用,进而分析了商业标志利用隐喻性进行设计的可行性。提出商业标志隐喻的基础必须是设计者对生活的感知,以及在商业标志设计的创造思维过程和沟通过程中合理地运用隐喻的功能性、多义性、模糊性特征。
It analyzed the ambiguity and fuzziness of base,connotation and understanding metaphor of trade logo.Combined with metaphor of steamed shop logo,it discussed the role of utilitarianism in tradelogo,and analyzed the feasibility of trade logo using metaphor.It summarized the basic trade logo metaphor was that the designer must feel the life,and rationally use the function,ambiguity and fuzziness characteristics during the creative thinking process and communication process in trade logo design.
出处
《包装工程》
CAS
CSCD
北大核心
2011年第8期19-22,共4页
Packaging Engineering
关键词
功利性
商业标志
商业标志含义
utilitarianism
trade logo
the meaning of trade logo
