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共性与差异之间的矛盾是设计的基本问题。而在标志设计中因为它的特殊性就显的更重要。先差异后共性的标志设计着重于企业的个性张扬,从设计形态上体现企业的风格,传达企业的视觉差异从而达到品牌差异化目的。设计师如果盲目的接受全球化所带来的标准化和格式化,又使得所有的标志在形式上都使高度统一而丧失了企业个性的体现,因此本文就标志设计的共性化和差异化从诸多因素提出了一些探讨。
The contradiction between commonality and difference is the basic design problem. In the logo design because of its particularity is more important. After the first difference, the common sign design focuses on the individuality of the enterprise, embodies the style of the enterprise from the design modality, and communicates the visual difference of the enterprise so as to achieve the goal of brand differentiation. If designers blindly accept the standardization and formatting brought about by globalization and make all the marks form a high degree of formality and lose the embodiment of corporate personality, this article on the logo design of the common and differentiated from many Factors proposed some discussion.