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本文试图运用玄学代表人物王弼关于“言、象、意”的哲学方法论并结合现代语言学和符号学的理论与方法来重新审视标志设计。认为标志可以划分为“言、象、意”三个方面,并着重从“象”和“意”两个方面来探讨标志设计。标志的“象”所采用的图形,按符号学的定义可以分为图像符号、指示符号、象征符号三种,由于图形的符号特征不同,导致了标志的“象”和“意”的关系有时是能指和所指关系的一致,有时是能指和所指关系的错位。
This paper attempts to use the metaphysics on behalf of Wang Bi philosophical methodology of “words, images, meaning ” and re-examine the logo design with the theories and methods of modern linguistics and semiotics. The author thinks that the sign can be divided into three aspects such as “words, images and meaning”, and the sign design is mainly discussed from two aspects of “image ” and “meaning ”. The graphic used by the logo “icon ” can be divided into three kinds of image symbols, indicator symbols and symbol symbols according to the definition of semiology. Due to the different symbol characteristics of the graphics, the “” and “ Meaning ”is sometimes the same as the meaning of the relationship, and sometimes the dislocation of the signifier and the relationship.