文档介绍：浙江理工大学硕士学位论文
摘要

目前，各个领域对视觉形象的发展越来越重视，无论是国家、民族亦或是企
业都在加强视觉形象的设计和维护，其主要目的就是提升国家、民族、地域或是
企业等的形象，扩大其知晓度和认知度，提升竞争力。同时对于视觉形象设计的
表现形式也是多种多样的：文字型设计、图像型设计、图文结合型标志等等。本
文将以良渚文化村为例，着重以文字型的标志设计为出发点和落脚点，同时结合
民间文字的造型方法进行设计，从而对良渚文化村的视觉形象进行一个系统的、
完整的整合，提高文化村在大众面前的整体形象，使更多的人对其了解和熟知，
增强大众对其的认可度和提高文化村的知名度，以解决文化村目前在市场中不被
多数人知晓的这一尴尬情况。

【关键词】视觉形象设计文字型标志设计民间文字造型

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浙江理工大学硕士学位论文
Abstract
The visual design of Liangzhu cultural town

Nowadays,visual design has been put on the priority list by a variety of
Chinese characters have developed their own word construction, where
the meaning are embedded in and can be caught from their word shapes. Chinese
characters have their pictographic nature from the very beginning. The history of
Chinese characters is at least five thousand years, their continuous change is a process
of the writers’ creating and designing the characters, and it is also an indication of the
development of human thoughts. With the evolution of Chinese civilization, Chinese
characters have been developed into a kind of highly symbolic and pictorial characters.
Therefore, because of the decorating and practical features of the characters, Chinese
characters are highly praised by the majority of folk artists. Since then, patterns of
Chinese characters have been developing as a kind of folk art. They are condensations
of Chinese culture.

【 Keywords 】 Visual design, Character logo design, The pattern of folk
character