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随着社会信息的整体影像化、多媒体化增强,人们依靠数字技术获取信息的方式愈来愈普遍,品牌形象的树立仅仅依靠最初平面、静态模式显得不够丰满、有力。如何实现更加广阔、真实、生动、丰富的立体化、动态化、数字化方式,成为当今乃至未来品牌设计的重要方向。在此背景下,标识也从最初的平面走向立体,从静态走向动态,从形式的单一走向多元,从而适应当今社会多样化、个性化的信息需求类型与表达方式。本文旨在通过对当今标志在不同媒介中的动态化应用以及特点分析,初步梳理出动态标志发展的现状与媒介传播特点,从而为今后的标志动态化乃至品牌动态化设计实践提供初期的研究思路与依据。
With the overall imaging of social information, multimedia enhancement, people rely on digital technology to obtain information more and more common way, the establishment of brand image only rely on the original plane, the static mode is not full enough, powerful. How to achieve a broader, real, vivid, rich three-dimensional, dynamic, digital way to become an important direction of today’s and future brand design. Under this background, the logo also moves from the original plane to the three-dimensional, from the static to the dynamic, from the single form to the multiple, so as to adapt to the diversified and personalized information needs types and expressions in today’s society. The purpose of this paper is to present the initial status of the development of the dynamic sign and the characteristics of the media by analyzing the dynamic application and characteristics of today’s sign in different media so as to provide the initial research ideas for the future sign dynamic and even the dynamic design of the brand And based on.