企业形象标志设计外文翻译文献.docx
《企业形象标志设计外文翻译文献.docx》由会员分享,可在线阅读,更多相关《企业形象标志设计外文翻译文献.docx(10页珍藏版)》请在冰豆网上搜索。
![企业形象标志设计外文翻译文献.docx](https://file1.bdocx.com/fileroot1/2022-12/13/07f533d8-b220-4d6c-8448-8d54a9ef4e87/07f533d8-b220-4d6c-8448-8d54a9ef4e871.gif)
企业形象标志设计外文翻译文献
文献信息:
文献标题:
Logodesignandthecorporateidentity(标志设计与企业形象)
国外作者:
GeorgeAdîr,VictorAdîr,NicoletaElisabetaPascu
文献出处:
《Procedia-SocialandBehavioralSciences》,2012,51:
650-654
字数统计:
英文1700单词,8723字符;中文3217汉字
外文文献:
Logodesignandthecorporateidentity
AbstractThispaperpresentstheimportanceofalogoasagraphicelementtosupportacorporateidentity.Alogoisagraphicidentityvectorandithasitsplaceinacommunicationstrategyofacompany.Itisaboutthesignatureofacompany.Thatiswhyisveryimportanttobeabletocreateaharmonybetweencoloursandshapesconcerningtheuniverseoflogos.Therearetwostages:
first,theresearchandmarketprojectionandthesecond,thecreativegraphicwork.Thesetwostagesachievethepossibilitytomakealogolifting”whenisnecessary.
Keywords:
Logodesign,graphicsymbol,designstages,logolifting
1.Introduction
Firstofallwehavetoseewhatalogois.Itisasymbol,agraphicandvisualsignwhichplaysanimportantroleintothecommunicationstructureofacompany.Alogoisacleargraphicelementwhichmakepossibletodistinctbetweencompanies.Alogoisasignatureofacompany,maybelikeanewconception,acertainlifestyleetc.Itisaboutabridgebetweenthepublicandthecompany.Itconveysdetailsinaveryconcentrategraphicrepresentation.Itisapossiblesigntocomparesimilaritems.Thatiswhytocreatealogoisnotahappening,isaconsequenceofveryspecifiedanalyses,concerninggeometricshapes,colours,varioussignsandsymbols,allintoanharmoniousmixturewhichisdriven„tocatch”andtobepartofpeople'smind.
2.Logoapplicationdomains
Itsdomainissowide.Shortly,someoneseethisgraphicsymbolinsocial,economicandpoliticallife.Bellowtherearespecifiedonlyafewdomains:
1.Legalityandlaw(officecopy,advocates,insurance,justice,associations,foundations,politicalpartiesetc.);
2.Educationandculture(universities,schools/highschools/colleges/libraries/bookstoresetc.);
3.Transportactivities(drivingschools,taxies,transportcompanies,autobrands,carpartsstoresetc.);
4.Constructionsanddevelopmentprograms(constructionmaterials,decorations,furniture,solarenergy,equipmentsandhardwareetc.);
5.Medicalactivities/pharmaceutics(medicalclinics,healthspas,drugstores,specializedcabinetsetc.);
6.Cosmeticsandspatreatments(cabinetsandbodywellnesssalons,fitness,cosmetics,hairstyle,barbershops,spa&beautysalonsetc.);
7.Foodindustry(candyshop/pastryshop,coffeeshop,restaurant/pub/bar,teahouse,cateringetc.);
8.Media&Advertising(medianetwork,TVcable,TVcompany,audiocompany,advertising/commercialsetc.);
9.Sportsandsportsequipment(sportsclubs,sportingevents,sports,sportfashionstores,etc);
10.Financial-bankingactivities(banks,financial-bankingconsultingfirms,exchangeofficesetc.);
11.Variedservices(tourism/travel,recreationactivities,autoservice,carwash,vulcanizationshop,autogarage,supermarket,cleaning,sanitation,utilitarianmountainclimbing,telecommunications,internet/softwareetc.).
Fortheseactivitiestherearenecessarypropersymbols.Forexample:
-justice:
lawbooks,thejusticescale,theConstitution,apersonpleadingetc.;
-travel:
landscapes,boats,trucks,beach,sea,mountains,cottageetc.;
-auto:
cars,wheel,tyres,bodycarparts,dashboardetc.;
-petshop/vetmedicalcare:
domesticandsavageanimals.
anharmoniousmixturewhichisdriven„tocatch”andtobepartofpeople'smind.
3.Theattributesandthefunctionsofalogo
3.1Theattributes
Itscharacteristicscomefromitsflexibilitytobepicturedonalotofsupportitems,aspaper,plastics,textile,metaletc.Alogoattributeshavetoassureastrongidentityofacompany/service/product.Alogomustbe:
➢Legible-averygoodwriting;
➢Coherent-clear,easytobeunderstood;
➢Adaptable-tobedesignedinhorizontalandverticalformats,inanysize;
➢Reproducible-easytobecopied,blackandwhiteorcolored;
➢Memorable-neverforgetit;
➢Timeless-meansatesttosurviveintime;
➢Simple-tobeeasyrecognized.
3.2Thefunctions
Thelogofunctionsarethosewhoassurethegraphic,visualandfeelingcommunicationandallowthetranslationofthemessagetothepublic.Thepowerofalogoisaguaranteeofthequalityandthevalueofproducts.Itsfunctionsarerationalandfeeling.Seethesefunctionsbelowwithashortcharacterization:
1.Contactfunction-assuresandsustainsthecontacttothepublic;
2.Explainfunction-specifiestheidentityandthepersonalityoftheorganization;
3.Denotativefunction-offersinformationabouttheproduct/service/event;
4.Identificationfunction-indicatesthetargetpublic;
5.Significationfunction-followstoaddemotion;
6.Translationfunction-explainsthecodeofthemessage;
7.Estheticsfunction-inspirespleasure,sensibility.
4.Logodesignstages
Therearetwostagesveryimportanttocreateandtodefinealogo:
first,theresearchand,second,thegraphics.Thatiswhyalogodesignerhastoknowtheactionareaandthepurposedthemethustodevelopahighlevelworkandnotacopyaccordingtoknownpatterns.Itisnecessarytogooverthemfromthebeginningtilltheend.Whatisinfrontofthepublicisthegraphicresult.Below,infigure1,wepresentthetwostagesandthephasesforeach.Everyphaseandeverysketchedlinemeansomethingimportantandouradviceis:
DONOTBURNSTAGES!
DONOTBURNSOMEPHASE!
5.Logotypology
Thelogodesignuniverseisunsuspectedwide.Theexistinggeometricshapesandothernewdevelopedand,also,thewidescaleofcolours,allowaverygoodfieldforacreativedesigner.Byanalysingthelogotypologyweseethreemaintypes:
1.Iconicorsymboliclogo-representedbyanemblem,asymbol,asignoranobject;(Thiskindoflogoisasuggestivegraphicrepresentation,somethingwhichcanbementalregistered,processed,explainedandunderstood.Forthiskindoflogoispossibletohavegraphicrepresentationsofanimals,fruits,insects,dailyunits,suggestivesymbolsforvariousactivitiesoractions.Ifsomebodyiswishingtocreateaniconiclogo,ithastodriveintothefirststageandphasesandafterthatwork,tosketchsuggestivelogos,usingthemeaningofthegeometricshapesandcolours.)
2.Atextdefinedalogo-isrepresentedonlybyletters/numbersasatextorassingleletters/number;(Thereisnographicsymbol.Thecreationoftheselogosisapersonificationusingapeculiarwriting.)
3.Amixedlogo-concerninginasymbolandatexttogether;(Forthiskindalogotherearetwosupportelements:
thefirstoneisatext(thenameofthecompany/product/service/eventetc.)andthesecondoneisasymbol(geometricshapes,differentsigns,variousimagesetc.).Therearelogoswhichincludeinsideageometricshapeatextwhichmaybeaname.)
6.Shapeandcolourinlogodesign
6.1Geometricshape
Thegeometricshapesareimportantelementsinacorporateidentitystrategy.Therearemanyclassicgeometricshapeswhichsuggestanimageofthecompany.Table1presentsonlyafewgeometricshapesandtheirsuggestiveinduction.
Alltheseshapestrytosatisfytheattributesandthefunctionsofalogothroughgraphicsandtocommunicatetheidentityofthecompany.Graphicselementsassymbols,signs,pictogramsetc.areusuallyusedinlogodesign.Itisaproblemofchoosingtherightgraphicelementandthismeansasolidcreativeworkofadesigner.
6.2Colour
Thecolourisaveryimportantconstitutiveelementandhasaroletobalanceitsgraphic.Thecolourhastobecarefullyselecteddonotdisturbthepublic.Inthisuniverseoflogodesigntherearemonochromelogos,twocolourslogos,threeorfourcoloursetc.Theessentialthingistobeverygoodintegratedinthegraphicstructureofthelogo.Itisknownthatmanycoloursinalogomadeadifficultreceptionofitfromthepublic.Generallywespeakaboutone,twoorthreecoloursinalogo.Also,anotherimportantfeatureofalogoistobeunderstoodasgraphicmessageinanysize.Itisveryimportantforalogotohavethesamecharacteristicsandthesameshapeinanysize.Infigure2someonemayseethisappearance.
7.Logoevolution/logolifting
Isveryimportanttoseetheevolutionofwell-knownlogostounderstandinwhichwaythepublicreceivedthelogoafteraliftingprocess.Everytime,inaspecializedliterature,ispresentedCocaColalogoasatimelessgraphicsymbol,thesamefrom1885.Asadistinction,PepsiColalogoisdifferentfromwritinghand(1898)totypographicstyle(today).Appleisanotherexample.Atthebeginning(1976)wasasapictureofIsaacNewtonandthenameAppleComputer(difficulttobeunderstandformanypeople)andnowisonlyanapple.Ford–from1927tillnowisalmostthesameshapeandthewhitenameFordonabluematter.MazdahaspassedfromwritingMazda(1934)tothisspectacularlogooftoday.ForRenaultisarhomb(1925)tillthediamondrhomb(2011).GeneralElectrichasthesamecirclefrom1930andanornamentalwriting.AlfaRomeoiskeepingthesameshapeandsymbolsfrom1910.Shellalsohaskeptashellshape(from1904)andnowthereisamodernandstylingshapeofit.FederalExpressisnowFedExhavinganincorporatedwhitearrowassign.
Therearemanyotherexampleswhichshowdifferentshape,coloursorsymbolsoflogosintime(Nokia,BP,IBMetc.).
AsanexampleoflogodesignisthecreativeworkforalogoforEngineeringGraphicsandIndustrialDesignDepartment(PolitehnicaUniversityofBucharest).Figure3representsavarietyofthislogo.
Acknowledgements
Thelogodesignisacreativeworkwhichallowstoacompanytobeseenthrough