2015年vi設(shè)計(jì)外文翻譯--標(biāo)志設(shè)計(jì)和企業(yè)形像（中英文）

1、<p>　　中文3450字,2000單詞，1萬(wàn)英文字符</p><p>　　出處：Ad”R G, Adr” V, Pascu N E. Logo Design and the Corporate Identity[J]. Procedia - Social and Behavioral Sciences, 2015, 51:650-654.</p><p>　　Logo desi

2、gn and the corporate identity</p><p>　　George Adîr, Victor Adîr, Nicoleta Elisabeta Pascu</p><p><b>　　Abstract</b></p><p>　　This paper presents the importance

3、of a logo as a graphic element to support a corporate identity. A logo is a graphic identity vector and it has its place in a communication strategy of a company. It is about the signature of a company. That is why is ve

4、ry important to be able to create a harmony between colours and shapes concerning the universe of logos. There are two stages: first, the research and market projection and the second, the creative graphic work. These tw

5、o stages achieve the poss</p><p>　　© 2012 Published by Elsevier Ltd. Selection and/or peer review under responsibility of Prof. Dr. Ayse Cakir Ilhan</p><p>　　Open access under CC BY-NC-ND l

6、icense.</p><p>　　Keywords: Logo design, graphic symbol, design stages, logo lifting;</p><p>　　First of all we have to see what a logo is. It is a symbol, a graphic and visual sign which plays an

7、 important role into the communication structure of a company. A logo is a clear graphic element which make possible to distinct between companies. A logo is a signature of a company, may be like a new conception, a cert

8、ain life style etc. It is about a bridge between the public and the company. It conveys details in a very concentrate graphic representation. It is a possible sign to compare simil</p><p>　　Logo application

9、domains</p><p>　　Its domain is so wide. Shortly, someone see this graphic symbol in social, economic and political life. Bellow there are specified only a few domains:</p><p>　　Legality and law

10、(office copy, advocates, insurance, justice, associations, foundations, political parties etc.);</p><p>　　Education and culture (universities, schools/high schools/colleges/libraries/bookstores etc.);</p&

11、gt;<p>　　Transport activities (driving schools, taxies, transport companies, auto brands, car parts stores etc.);</p><p>　　Constructions and development programs (construction materials, decorations,

12、furniture, solar energy, equipments and hardware etc.);</p><p>　　Medical activities/pharmaceutics (medical clinics, health spas, drugstores, specialized cabinets etc.);</p><p>　　Cosmetics and sp

13、a treatments (cabinets and body wellness salons, fitness, cosmetics, hairstyle, barber shops, spa & beauty salons etc.);</p><p>　　Food industry (candy shop/pastry shop, coffee shop, restaurant/pub/bar, t

14、ea house, catering etc.);</p><p>　　Media & Advertising (media network, TV cable, TV company, audio company, advertising/commercials etc.);</p><p>　　Sports and sports equipment (sports clubs,

15、 sporting events, sports, sport fashion stores, etc);</p><p>　　Financial-banking activities (banks, financial-banking consulting firms, exchange offices etc.);</p><p>　　Varied services (tourism/

16、travel, recreation activities, auto service, car wash, vulcanization shop, auto garage, supermarket, cleaning, sanitation, utilitarian mountain climbing, telecommunications, internet/software etc.).</p><p>　

17、　For these activities there are necessary proper symbols. For example:</p><p>　　justice: law books, the justice scale, the Constitution, a person pleading etc.;</p><p>　　travel: landscapes, boa

18、ts, trucks, beach, sea, mountains, cottage etc.;</p><p>　　auto: cars, wheel, tyres, body car parts, dash board etc.;</p><p>　　pet shop/vet medical care: domestic and savage animals.</p>&

19、lt;p>　　an harmonious mixture which is driven ?to catch” and to be part of people's mind.</p><p>　　The attributes and the functions of a logo</p><p>　　The attributes</p><p>　　

20、Its characteristics come from its flexibility to be pictured on a lot of support items, as paper, plastics, textile, metal etc. A logo attributes have to assure a strong identity of a company/service/product. A logo must

21、 be:</p><p>　　Legible - a very good writing;</p><p>　　Coherent - clear, easy to be understood;</p><p>　　Adaptable - to be designed in horizontal and vertical formats, in any size;&l

22、t;/p><p>　　Reproducible - easy to be copied, black and white or colored;</p><p>　　Memorable - never forget it;</p><p>　　Timeless - means a test to survive in time;</p><p>

23、　　Simple - to be easy recognized.</p><p>　　The functions</p><p>　　The logo functions are those who assure the graphic, visual and feeling communication and allow the translation of the message t

24、o the public. The power of a logo is a guarantee of the quality and the value of products. Its functions are rational and feeling. See these functions below with a short characterization:</p><p>　　Contact fu

25、nction - assures and sustains the contact to the public;</p><p>　　Explain function - specifies the identity and the personality of the organization;</p><p>　　Denotative function - offers informa

26、tion about the product/service/event;</p><p>　　Identification function - indicates the target public;</p><p>　　Signification function - follows to add emotion;</p><p>　　Translation

27、function - explains the code of the message;</p><p>　　Esthetics function - inspires pleasure, sensibility.</p><p>　　Logo design stages</p><p>　　There are two stages very important t

28、o create and to define a logo: first, the research and, second, the graphics. That is why a logo designer has to know the action area and the purposed theme thus to develop a high level work and not a copy according to k

29、nown patterns. It is necessary to go over them from the beginning till the end. What is in front of the public is the graphic result. Below, in figure 2, we present the two stages and the phases for each. Every phase and

30、 every sketched line me</p><p>　　Figure 2. The logo design stages</p><p>　　Logo typology</p><p>　　The logo design universe is unsuspected wide. The existing geometric shapes and oth

31、er new developed and, also, the wide scale of colours, allow a very good field for a creative designer. By analysing the logo typology we see three main types:</p><p>　　Iconic or symbolic logo - represented

32、by an emblem, a symbol, a sign or an object; (This kind of logo is a suggestive graphic representation, something which can be mental registered, processed, explained and understood. For this kind of logo is possible to

33、have graphic representations of animals, fruits, insects, daily units, suggestive symbols for various activities or actions. If somebody is wishing to create an iconic logo, it has to drive into the first stage and phase

34、s and after that work,</p><p>　　A text defined a logo - is represented only by letters/numbers as a text or as single letters/number; (There is no graphic symbol. The creation of these logos is a personifica

35、tion using a peculiar writing.)</p><p>　　A mixed logo - concerning in a symbol and a text together; (For this kind a logo there are two support elements: the first one is a text (the name of the company/prod

36、uct/service/event etc.) and the second one is a symbol (geometric shapes, different signs, various images etc.).There are logos which include inside a geometric shape a text which may be a name.)</p><p>　　Sh

37、ape and colour in logo design</p><p>　　6.1 Geometric shape</p><p>　　The geometric shapes are important elements in a corporate identity strategy. There are many classic geometric shapes which su

38、ggest an image of the company. Table 1 presents only a few geometric shapes and their suggestive induction.</p><p>　　All these shapes try to satisfy the attributes and the functions of a logo through graphic

39、s and to communicate the identity of the company. Graphics elements as symbols, signs, pictograms etc. are usually used in logo design. It is a problem of choosing the right graphic element and this means a solid creativ

40、e work of a designer.</p><p>　　Table 1. Suggestive induction of the shape in a logo design</p><p>　　Geometric shapeSuggestive induction</p><p>　　circleperfection, balance</p>

41、;<p>　　squarestability, power</p><p>　　rectangleduration, progress</p><p>　　ellipsecontinue searching</p><p>　　triangleharmony, urge towards</p><p>　　spiral

42、advancement, detaching</p><p>　　sphereperfection, finality</p><p>　　pyramidintegration, convergence</p><p>　　cubestability, integrity</p><p>　　6.2. Colour</p>

43、<p>　　The colour is a very important constitutive element and has a role to balance its graphic. The colour has to be carefully selected do not disturb the public. In this universe of logo design there are monochro

44、me logos, two colours logos, three or four colours etc. The essential thing is to be very good integrated in the graphic structure of the logo. It is known that many colours in a logo made a difficult reception of it fro

45、m the public. Generally we speak about one, two or three colours in a lo</p><p>　　GIDI SolutionGIDI SolutionGIDI SolutionGIDI solutionGIDI solutionGIDI Solution</p><p>　　Figure 3. The adapt

46、ability of a logo</p><p>　　Logo evolution/logo lifting</p><p>　　Is very important to see the evolution of well-known logos to understand in which way the public received the logo after a lifting

47、 process. Every time, in a specialized literature, is presented Coca Cola logo as a timeless graphic symbol, the same from 1885. As a distinction, Pepsi Cola logo is different from writing hand (1898) to typographic styl

48、e (today). Apple is another example. At the beginning(1976) was as a picture of Isaac Newton and the name Apple Computer(difficult to be understand fo</p><p>　　There are many other examples which show diff

49、erent shape, colours or symbols of logos in time (Nokia, BP,IBM etc.).</p><p>　　As an example of logo design is the creative work for a logo for Engineering Graphics and Industrial Design Department (

50、Politehnica University of Bucharest). Figure 4 represents a variety of this logo.</p><p>　　Figure 4. Engineering Graphics and Industrial Design Department (GIDI) logo</p><p>　　Acknowledgements&l

51、t;/p><p>　　The logo design is a creative work which allows to a company to be seen through a symbol as a visual and graphic message. We think there for many opportunities to build an image using such a graphic

52、 symbol. As you see the logo ”lifting” try to rebuild a new “face” of a company using the already existing elements or other new, unknown. Size, colours and shape are three important elements in a design activity. If som

53、eone wants “to picture” a logo must know the attributes and functions of it, sugg</p><p>　　References</p><p>　　Adîr, V.(2011). O comunicare specializata. Grafica publicitara. Bucuresti, ed.

54、 Printech, ( Chapter 3).</p><p>　　Adîr, V., Adîr, G., Pascu, N., E.(2009). Logo, as identity graphic vector. Acta Technica Napocensis,52, vol.Ia, 121-124</p><p>　　Adîr, V., Ad

55、8;r G., Pascu, N., E.( 2011). Logo, as a graphic tool of branding. Buletinul Institutului Politehnic din Iasi, Tomul LVII(LXI), Fasc 3, 7-12.</p><p>　　Adîr, V., Adîr, G., Pascu, N.,E.(2011).Geometr

56、ic shape and colour in logo design. Buletinul Institutului Politehnic din Iasi, Tomul LVII(LXI), Fasc.3, 267-274.</p><p>　　Carter, E., D.(2005). The Big Book of Color in Design, New York, Collins Design. Car

57、ter, E., D., Stephens, S.(2007). The Big Book of Logos. New York, Collins Design.</p><p>　　Drew,J.,T.,Meyer,S.,A.(2008). Colour Management for Logos. Lausanne, Rotovision SA, ( Chapters 1,2,3,4,5). Evamy,M.(

58、2007). Logo.London: Laurence King Publishing Ltd.</p><p>　　Heilbrunn,B.(2006). Logo-ul., Bucuresti: ed. Comunicare.</p><p>　　Macario,J.,W.(2009). Graphic Design Essentials: skills, softwareaand

59、creative solutions. London: Laurence King Publishing Ltd, (Chapter 6). Olins,W.(2009). Manual de branding. Bucuresti:ed. Vellant, (Chapters 2,3).</p><p><b>　　標(biāo)志設(shè)計(jì)和企業(yè)形象</b></p><p>　　G

60、eorge Adîr,, Victor Adîr, Nicoleta Elisabeta Pascu</p><p><b>　　摘要</b></p><p>　　本文介紹了一個(gè)標(biāo)志作為一個(gè)圖形元素來(lái)支持企業(yè)的身份的重要性。一個(gè)標(biāo)志是一個(gè)圖形的矢量，它在一個(gè)公司的營(yíng)銷策略中有一定的重要位置。它是辨識(shí)一個(gè)公司的標(biāo)準(zhǔn)。這就是為什么在標(biāo)志設(shè)計(jì)領(lǐng)域能夠設(shè)計(jì)

61、出一個(gè)顏色和形狀都配合出色的標(biāo)志很重要的原因。要設(shè)計(jì)出一個(gè)出色的標(biāo)志，有兩個(gè)階段:首先,要進(jìn)行研究和市場(chǎng)預(yù)測(cè),第二,創(chuàng)意圖形的制作。這兩個(gè)階段對(duì)于成功設(shè)計(jì)一個(gè)出色的標(biāo)志來(lái)說(shuō)，是非常必要的。</p><p>　　©2012愛(ài)思唯爾出版有限公司。在Prof. Dr. Ayse Cakir Ilhan監(jiān)督審查下完成。</p><p>　　關(guān)鍵詞:標(biāo)志設(shè)計(jì)、圖形符號(hào)、設(shè)計(jì)階段,標(biāo)志提升;

62、</p><p><b>　　1、介紹</b></p><p>　　首先我們必須明白標(biāo)志到底是什么。它是一個(gè)象征,一個(gè)圖形和視覺(jué)信號(hào)，在一個(gè)公司的傳播策略中扮演這一個(gè)重要的角色。一個(gè)標(biāo)志是一個(gè)清晰的圖形元素，它使公司變得獨(dú)特，與眾不同，能夠區(qū)別于其他公司。一個(gè)標(biāo)志是一個(gè)公司的象征,可能會(huì)像一個(gè)新概念,一個(gè)特定的生活方式等。它是大眾和公司的橋梁。它集中的通過(guò)一個(gè)圖形的細(xì)

63、節(jié)來(lái)表達(dá)要傳達(dá)的意義。它是一個(gè)比較同類公司的信號(hào)。這就是為什么創(chuàng)建一個(gè)標(biāo)志不是一個(gè)隨意的事情,是經(jīng)過(guò)詳細(xì)的分析、幾何圖形、顏色、各種標(biāo)志和符號(hào)后得出的結(jié)果,把所有元素完美的混合在一起，創(chuàng)造出一個(gè)能夠“吸引”并成為人們思想的一部分的標(biāo)志。</p><p><b>　　2、標(biāo)志應(yīng)用領(lǐng)域</b></p><p>　　它的領(lǐng)域是如此廣泛。迅速的,人們將看到這個(gè)圖形符號(hào)在社會(huì)、

64、經(jīng)濟(jì)和政治生活中出現(xiàn)。以下有指定的只有幾個(gè)領(lǐng)域:</p><p>　　1.合法性和法律（正式文本，倡導(dǎo)者，保險(xiǎn)，司法，協(xié)會(huì)，基金會(huì)，政黨等）;</p><p>　　2.教育和文化（大學(xué)，中學(xué)/高中/學(xué)院/庫(kù)/書(shū)店等）;</p><p>　　3．運(yùn)輸活動(dòng)（駕駛學(xué)校，出租車，運(yùn)輸公司，汽車品牌，汽車配件商店等）;</p><p>　　4．建設(shè)和發(fā)

65、展計(jì)劃（建材，裝飾，家具，太陽(yáng)能，設(shè)備和硬件等）;</p><p>　　5．醫(yī)療活動(dòng)/醫(yī)藥（醫(yī)療診所，健康水療中心，藥店，專業(yè)櫥柜等）;</p><p>　　6．化妝品和水療護(hù)理（柜和身體健康美發(fā)，健身，化妝品，發(fā)型，理發(fā)店， </p><p>　　水療和美容美發(fā)等）; </p><p>　　7.食品工業(yè)（糖果店/糕點(diǎn)店，咖啡廳，西餐廳/酒吧

66、/酒吧，茶館，餐飲等）; </p><p>　　8.媒體及廣告（媒體網(wǎng)絡(luò)，電視線，電視公司，音響公司，廣告/廣告等）；</p><p>　　9.體育及運(yùn)動(dòng)器材（體育俱樂(lè)部，體育賽事，體育，運(yùn)動(dòng)時(shí)尚店等）; </p><p>　　10.金融銀行業(yè)務(wù)（銀行，金融理財(cái)咨詢公司，兌換處等）; </p><p>　　11.多樣的服務(wù)（旅游/旅游，娛樂(lè)等

67、活動(dòng)，汽車服務(wù)，洗車，硫化車間，自動(dòng)車庫(kù)， </p><p>　　超市，清潔，衛(wèi)生，功利登山，電訊，互聯(lián)網(wǎng)/軟件等）。</p><p>　　對(duì)于這些活動(dòng)，有一個(gè)正確的標(biāo)志是必要的。例如： </p><p>　　- 正義：法律書(shū)籍，司法尺度，憲法，個(gè)人要求等; </p><p>　　- 旅游：山水，船只，卡車，沙灘，大海，高山，山寨機(jī)等; &l

68、t;/p><p>　　- 汽車：汽車，車輪，輪胎，車身汽車零件，儀表板等; </p><p>　　- 寵物店/獸醫(yī)醫(yī)療：家庭的和野蠻的動(dòng)物。 </p><p>　　一個(gè)完美和諧的結(jié)合是驅(qū)使一個(gè)標(biāo)志抓住人的注意成為人思想一部分的原因。</p><p>　　3.標(biāo)志的屬性和功能</p><p><b>　　3.1屬性

69、 </b></p><p>　　其特點(diǎn)來(lái)自它的靈活性，可以被印刷在很多承印物上，如紙，塑料，紡織物，金屬等。標(biāo)識(shí)屬性必須確保公司/服務(wù)/產(chǎn)品的強(qiáng)大的身份。標(biāo)識(shí)必須是：</p><p>　　??易讀 - 一個(gè)很不錯(cuò)的寫作; </p><p>　　􀂾相關(guān) - 清晰，易于理解; </p><p>　　􀂾

70、;適應(yīng)性 - 被設(shè)計(jì)在水平和垂直格式，可以放大縮小成任意尺寸; </p><p>　　􀂾重復(fù)性 - 容易被復(fù)制，黑白或彩色; </p><p>　　􀂾難忘的 - 永遠(yuǎn)不會(huì)忘記; </p><p>　　􀂾永恒的 - 指一個(gè)測(cè)試中的時(shí)間才能生存; </p><p>　　??簡(jiǎn)單 - 要容易確認(rèn)

71、。</p><p><b>　　3.2功能 </b></p><p>　　該標(biāo)志職能是保證圖形、視覺(jué)和感覺(jué)的溝通，并把信息傳遞給公眾。標(biāo)識(shí)的力量是產(chǎn)品的質(zhì)量和價(jià)值的保證。它的功能是理性和感覺(jué)。請(qǐng)參閱下面的一個(gè)簡(jiǎn)短描述這些功能：</p><p>　　1.聯(lián)系功能 - 確保和維持接觸公眾; </p><p>　　2.解釋函數(shù)

72、 - 指定的身份和組織的個(gè)性; </p><p>　　3.外延功能 - 提供有關(guān)產(chǎn)品/服務(wù)/事件信息; </p><p>　　4.識(shí)別功能 - 指示目標(biāo)公眾; </p><p>　　5.意義的功能 - 如下補(bǔ)充情感; </p><p>　　6.翻譯功能 - 解釋消息的代碼; </p><p>　　7.美學(xué)功能 - 激發(fā)

73、愉悅，感性。</p><p><b>　　4.標(biāo)志設(shè)計(jì)階段 </b></p><p>　　對(duì)于創(chuàng)建和定義一個(gè)標(biāo)志有兩個(gè)特別重要的階段：第一，研究。第二，圖形。這就是為什么一個(gè)標(biāo)志設(shè)計(jì)師必須知道作用領(lǐng)域和主題旨意以便于創(chuàng)造一個(gè)高端的作品，而不是模仿已知的模式。有必要在設(shè)計(jì)過(guò)程中一直去對(duì)他們進(jìn)行審核。在公眾面前展示的是圖形結(jié)果。下面，在圖2中，我們提出了兩個(gè)階段和每個(gè)時(shí)期

74、。 </p><p>　　每一個(gè)階段和每一個(gè)繪制的線都很重要，我們的建議是：不要忽視每個(gè)階段！</p><p><b>　　在第一階段 </b></p><p><b>　　研究與市場(chǎng)預(yù)測(cè) </b></p><p><b>　　􀂾要設(shè)置主題; </b><

75、/p><p>　　􀂾要識(shí)別現(xiàn)有的標(biāo)志在優(yōu)秀的領(lǐng)域</p><p><b>　　內(nèi) </b></p><p>　　􀂾要對(duì)現(xiàn)有的標(biāo)志進(jìn)行競(jìng)爭(zhēng)調(diào)研; </p><p>　　􀂾要固定標(biāo)志的目標(biāo)公眾群體</p><p>　　􀂾要指定標(biāo)志的支

76、持元素 </p><p>　　􀂾要分析的圖形創(chuàng)意 </p><p>　　在所要求領(lǐng)域的可行性。</p><p><b>　　圖2.標(biāo)志設(shè)計(jì)階段</b></p><p><b>　　5.標(biāo)志的類型 </b></p><p>　　標(biāo)志設(shè)計(jì)的宇宙是沒(méi)有限制的?，F(xiàn)有

77、的幾何形狀和其他新開(kāi)發(fā)的包括顏色的比例顏色的寬比例，為創(chuàng)意設(shè)計(jì)師提供了一個(gè)非常好的發(fā)揮場(chǎng)地。通過(guò)分析標(biāo)志的類型我們看到三種主要類型：</p><p>　　1.標(biāo)志性的或象征性的標(biāo)志 - 由一個(gè)象征，一個(gè)符號(hào)，一個(gè)標(biāo)志或一個(gè)對(duì)象表示，（這種標(biāo)志是提示圖示，一種可以在心理記住，處理，解釋和理解的東西。 </p><p>　　對(duì)于這種標(biāo)識(shí)可能由動(dòng)物的圖形，水果，昆蟲(chóng)，每日單位，暗示各種活動(dòng)或行動(dòng)

78、的符號(hào)來(lái)表示。如果有人希望創(chuàng)建一個(gè)標(biāo)志性的徽標(biāo)，它必須按照第一階段進(jìn)行工作和審查，并且在這些都完成之后，繪制提示標(biāo)志，使用幾何形狀和顏色具有含義）。</p><p>　　2.用文本定義的標(biāo)志 - 僅由字母/數(shù)字作為文本或單個(gè)字母/數(shù)字表示;（沒(méi)有圖形符號(hào)。這些標(biāo)志是使用一種特殊的寫作方式進(jìn)行創(chuàng)作的。）</p><p>　　3.混合的標(biāo)志 – 把符號(hào)和文字組合在一起（對(duì)于這種標(biāo)志有兩個(gè)支持元

79、素：第一個(gè)是文本（公司/產(chǎn)品/服務(wù)/事件的名稱等），第二個(gè)是符號(hào)（幾何形狀，不同標(biāo)志，各種圖像等）。有的標(biāo)志包括幾何形狀的內(nèi)部有文本的可能是一個(gè)名稱。）</p><p>　　6、標(biāo)志設(shè)計(jì)中的顏色和形狀 </p><p><b>　　6.1幾何形狀 </b></p><p>　　幾何形狀是在一個(gè)企業(yè)形象戰(zhàn)略的重要內(nèi)容。有很多經(jīng)典的幾何 形狀來(lái)表示

80、公司的形象。表1列出了只有少數(shù)的幾何形狀和它們的暗示感應(yīng)。 </p><p>　　所有這些形狀嘗試通過(guò)圖形以滿足標(biāo)識(shí)的屬性和功能，從而更好的表達(dá)公司的特性。 </p><p>　　圖形元素，符號(hào)，標(biāo)志，象形等通常被應(yīng)用在標(biāo)志設(shè)計(jì)中。能夠選擇一個(gè)恰當(dāng)?shù)膱D形元素是一個(gè)難題，這意味著設(shè)計(jì)師要有扎實(shí)的創(chuàng)意功底。</p><p>　　表1中.標(biāo)志設(shè)計(jì)中形狀的暗示誘導(dǎo)</

81、p><p><b>　　6.2 顏色</b></p><p>　　顏色是一個(gè)非常重要的組成元件，它在平衡圖形方面起到一定的作用。顏色一定要經(jīng)過(guò)精挑細(xì)選防止公眾反感。在標(biāo)志設(shè)計(jì)領(lǐng)域中有單色標(biāo)志，雙色標(biāo)志，三個(gè)或四個(gè)顏色的標(biāo)志等。最基本的是保證標(biāo)志結(jié)構(gòu)的完整性。我們知道一個(gè)包含很多很多顏色的標(biāo)志一般都很難被公眾接受。通常我們談?wù)摰亩际?一，二或三種顏色的標(biāo)識(shí)。另外，標(biāo)識(shí)的另一

82、個(gè)重要特征是將被作為任何尺寸圖形信息。在任何尺寸下都有相同的特性和相同的形狀是一個(gè)標(biāo)志的重要特征。在圖3中，有人可能會(huì)看到這樣的景象。</p><p>　　圖3.一個(gè)標(biāo)志的適應(yīng)性</p><p>　　7、標(biāo)志的進(jìn)化/標(biāo)識(shí)崛起</p><p>　　去觀察一個(gè)著名的標(biāo)志是非常重要的，以了解公眾是以哪種方式接受升級(jí)之后的。每當(dāng)在一個(gè)文獻(xiàn)中提及可口可樂(lè)時(shí)，都會(huì)介紹可口可樂(lè)的

83、標(biāo)志作為一個(gè)永恒的圖形符號(hào)，從1885之后就沒(méi)有變過(guò)。作為區(qū)分，百事可樂(lè)標(biāo)志的演變是從1898年的手寫體變?yōu)榻裉斓挠∷Ⅲw。另一個(gè)例子是蘋果。在開(kāi)始的時(shí)候（ 1976）標(biāo)志是艾薩克·牛頓和名稱的圖片，名字命名為蘋果電腦（對(duì)許多人來(lái)說(shuō)都難以理解），現(xiàn)在它的標(biāo)志只是一個(gè)蘋果。福特從1927年到現(xiàn)在幾乎都是同樣的形狀，白色的FORD，藍(lán)色的底色。馬自達(dá)已經(jīng)重新編寫字體從而變成現(xiàn)在這個(gè)壯觀的標(biāo)志。雷諾是從一個(gè)菱形（ 1925）演變成鉆石

84、菱形（ 2011年）。通用電氣自</p><p>　　從1930年一直在用同一個(gè)圓形和花樣字體。阿爾法羅密歐也是自從1910年就保持相同的形狀和符號(hào)沒(méi)有變過(guò)。殼牌也一直保持外殼的形狀（從1904年），但是現(xiàn)在它有一個(gè)現(xiàn)代化的風(fēng)格和形狀。聯(lián)邦快遞公司是以公司的白色箭頭做為標(biāo)志。</p><p>　　有許多其他的例子，它們展現(xiàn)不同的形狀，顏色或標(biāo)志的符號(hào)時(shí)間（諾基亞，BP，IBM等），作為標(biāo)志

85、設(shè)計(jì)的一個(gè)例子，標(biāo)志創(chuàng)作工作對(duì)于大學(xué)工程制圖和工業(yè)設(shè)計(jì)系(布加勒斯特的伯樂(lè)蘭尼卡大學(xué))。圖4表示了各種這樣的標(biāo)志。</p><p>　　圖4.工程制圖與工業(yè)設(shè)計(jì)系（GIDI）標(biāo)志</p><p><b>　　致謝 </b></p><p>　　標(biāo)志設(shè)計(jì)是一種創(chuàng)造性的工作，它允許一個(gè)公司通過(guò)視覺(jué)符號(hào)和圖形信息被看到。我們認(rèn)為有很多機(jī)會(huì)，建立使用這

86、樣的圖形符號(hào)的圖像。正如你看到的標(biāo)志升級(jí)嘗試使用已存在的元素或其他新的未知元素重建公司的新“面孔”。大小，顏色和形狀是在一個(gè)設(shè)計(jì)活動(dòng)的三個(gè)重要因素。如果有人要“畫”一個(gè) 標(biāo)志那他必須知道它的屬性和功能，提示誘導(dǎo)形狀、數(shù)目和顏色的含義 。當(dāng)有人談?wù)撚嘘P(guān)企業(yè)身份的問(wèn)題時(shí)，就一定會(huì)想象到標(biāo)志和圖形。研究和創(chuàng)作的平面作品這兩方面能力必須獲得提升，這樣任何一個(gè)設(shè)計(jì)者都能設(shè)計(jì)出最好的作品。</p><p><b>

87、　　參考文獻(xiàn)</b></p><p>　　Adîr, V.(2011). O comunicare specializata. Grafica publicitara. Bucuresti, ed. Printech, ( Chapter 3).</p><p>　　Adîr, V., Adîr, G., Pascu, N., E.(2009).

88、Logo, as identity graphic vector. Acta Technica Napocensis,52, vol.Ia, 121-124</p><p>　　Adîr, V., Adîr G., Pascu, N., E.( 2011). Logo, as a graphic tool of branding. Buletinul Institutului Politehn

89、ic din Iasi, Tomul LVII(LXI), Fasc 3,</p><p><b>　　7-12.</b></p><p>　　Adîr, V., Adîr, G., Pascu, N.,E.(2011).Geometric shape and colour in logo design. Buletinul Institutulu

90、i Politehnic din Iasi, Tomul LVII(LXI),</p><p>　　Fasc.3, 267-274.</p><p>　　Carter, E., D.(2005). The Big Book of Color in Design, New York, Collins Design.</p><p>　　Carter, E., D.,

91、Stephens, S.(2007). The Big Book of Logos. New York, Collins Design.</p><p>　　Drew,J.,T.,Meyer,S.,A.(2008). Colour Management for Logos. Lausanne, Rotovision SA, ( Chapters 1,2,3,4,5).</p><p>　　

92、Evamy,M.(2007). Logo.London: Laurence King Publishing Ltd.</p><p>　　Heilbrunn,B.(2006). Logo-ul., Bucuresti: ed. Comunicare.</p><p>　　Macario,J.,W.(2009). Graphic Design Essentials: skills, soft