动态化标志设计--论新媒体下标志设计的新形态和教育革新.pdf

28 设计艺术研究 DESIGN RESEARCH Vol.6 No.2 2016 04 动态化标志设计 * —— 论新媒体下标志设计的新形态和教育革新 Dynamic Logo Design : The New Form and the Education Innovation of Logo Design Based on the New Media 林成 LIN Cheng 王侹 WANG Ting 杭州电子科技大学，杭州 310018 （Hangzhou Dianzi University，310018 Hangzhou） 摘要：在新媒体背景下，信息技术和数字媒介蓬勃高速发展，企业和品牌开始越来越多地需要能够在各种电子平台、互联网、移 动终端上，进行全方位、多角度、立体式运用和展示的标志形象。因此，近些年从无法满足需求的传统的平面静态标志设计中， 衍生出一种新形态，即动态化标志。收集整理成功的案例，重点研究动态化标志设计的定义、特性、发展趋势和动态化标志的分类。 同时，基于研究分析出的动态化标志设计及其专业人才的4方面现状，着重探索数字媒体下动态化标志设计领域，富有科学实效 的专业人才培养模式建设和传统标志设计教育的革新问题。 关键词：动态化标志；标志设计；人才培养；教育革新 Abstract: In the New Media era, Information Technology and Digital Media are developing fast. More and more companies and brands require logo used and displayed three-dimensionally and all around on the electronic platform, Internet, mobile terminal, etc. A new style called “Dynamic Logo” has emerged which differs from the traditional ineffective Graphical Logo Design. Based on case collection and analysis, this paper put emphasis on researching the definition, characteristic and development tendency of Dynamic Logo Design, and the classification of Dynamic Logo. On the other hand, it pays more attention to explore how to construct the mode for talent cultivation and how to innovate the traditional education of Logo Design, according to the current situation of Dynamic Logo Design. Key words: dynamic Logo Logo Design talent cultivation education Innovation ； ； ； 中图分类号：J524.4 文献标识码：A doi：10.3963/j.issn.2095-0705.2016.02.004（0028-06） 一、引言 肩负着极其重要的战略地位和指导意义。现代企 业的内部及外部环境中，标志更是无处不在。它 标志，是通过特有的图形图像、文字、色彩