浅谈汉字类标志在房地产宣传策划中的应用文档.docVIP

哈尔滨商业大学设计概论作业论文 　　　　　学号： 浅谈汉字类标志在房地产宣传策划中的应用 The Applications of Character Class Symbols in the Real Estate Promotion Plan 学生姓名： 指导教师：苗苹 所在院系：设计艺术学院 所学专业：艺术设计 研究方向：广告设计 哈尔滨商业大学 中国·哈尔滨 2011 年 6 月 摘要 当今社会，无论从事什么，经营什么，其代表符号都喜欢冠以英文字母，似乎这才是一个跨世纪的企业。然而，众所周知，标志对于塑造品牌、塑造企业形象起着举足轻重的作用，标志设计表现方法有多种，如采用几何形、自然形、人物形、动物形、花木形等，文字标志以其文化性、时尚感及表形表义的双重作用在标志“家族” 中占据重要的位置。许多著名大公司都采用文字作为公司标志，如世界十大著名企业及著名商标中，有一半都是采用文字作为标志的。而随着时代的发展，站在信息化、视觉化、艺术化的视角审视，汉字无疑是一种有巨大生命力和感染力的设计元素，尤其广泛地运用于现代企业的标志设计，铸就出现代视觉传达设计的一道亮丽的风景线，演进为名副其实的文字信息传达媒介。 本文以房地产宣传策划中的汉字和标志设计为研究对象，重点分析了汉字在标志设计中的运用及其作用。认为从本土出发，挖掘和继承汉字中可变化利用的元素，汲取其内在的深厚文化底蕴，并融合时代的审美倾向，领会房地产宣传策划的精神内涵，借助传统图形设计的视觉张力，适度新颖地把汉字和传统图案的生命力绽放出来，是现代标志设计的必由之路。 关键词： 房地产宣传策划；标志；中华汉字文化 Abstract Todays society, no matter what kind, what business, its representative symbols have openly dubbed English letters, it seems that this is a stylish century enterprise. However, we all know, marks for branding, shape plays an important role in corporate image, logo design of means, such as the use of geometry, natural shape, character shape, animal shape, form and other flowers, text marks for its cultural, Fashion sense and table-shaped dual role of semantic mark family occupy an important position. Many well-known large companies have adopted the text as a company logo, such as the worlds top ten well-known enterprises and famous trademarks, half of them are based on the text as a sign. With the development of the times, stand information, visualization, visual angle of art, the Chinese character is undoubtedly a huge vitality and appeal of the design elements, in particular, widely used in modern business logo design, created the modern Visual Communication Design of a beautiful landscape, evolved into a true communication medium of text messages. In this paper, the planning of the Chinese real estate information and logo design for the study, analyzed the characters used in the logo design and its role. That starting from the local community, min