摘要
目前,我国的餐饮行业正处于一个飞速发展的阶段,企业通过系统的视觉形象设计建立起完善的整体传达沟通系统,而标志往往超越了语言与文字的力量,以象征性的语言和特定的造型传达信息。文章提出在市场经济条件下餐饮行业标志设计中的延展性思考,论述餐饮企业标志的现状、存在的问题和市场经济条件下企业视觉形象系统(VI)对餐饮企业标志的冲击,并对餐饮企业标志设计中常用元素的运用与表达以及标志特性进行了研究。
At present, China＇s catering industry is in a stage of rapid development, in order to reflect the catering industry characteristics, shaping the brand image, companies often through unified visual design to establish the whole communication system, and the logo as a symbol in the recognition system, beyond the power of the language and characters, communicate with the modeling of symbolic language and specific information. The purpose of this study is under the condition of market economy put forward food industry marked the ductility design thinking, through the paper discusses the present situation of catering enterprises sign, problems and under the condition of market economy enterprise visual image system （VI） the impact on the catering enterprises logo, and the element is commonly used in food and beverage enterprise logo design language and expression and symbol characteristics were studied.
作者
孟婧
刘冰
MENG Jing LIU Bing(corresponding author ） （ Academy of Fine Arts, Northeast Normal University, Changchun 130024, China)
基金
吉林省社会科学基金项目(2013BS14)
东北师范大学哲学社会科学校内青年基金项目(12QN017)
东北师范大学哲学社会科学校内青年基金项目-美术专项(MSZX2012-01)资助
