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我国的电视事业发展迅猛,从为数不多的几个电视台发展到越来越细分的频道体系。作为“电视之眼”的频道Logo,也反映出近几十年来电视发展的轨迹和脉络:电视频道Logo从无到有,表现形式由单一到丰富,并将更加多元化。在电视节目同质化现象严重、电视频道品牌化要求日益迫切的当下,频道Logo的重要性日益凸显,好的Logo不仅能够抓住观众的眼球,还能唤起观众的情感认同。然而,频道Logo在传达频道内容和品牌形象时还存在一些问题,如标识同质化、Logo无法吻合电视台品牌形象传播的内涵等。
The television industry in our country has witnessed a rapid development from a few television stations to a more and more subdivided channel system. As the “Eye of TV” Logo, it also reflects the development of television in recent decades. The TV Channel Logo has been developed from nothing to nothing. It manifests itself from a single to an enriched and more diversified. At the moment when the homogenization of TV shows is serious and the requirements of TV channel branding are becoming more and more urgent, the importance of Channel Logo has become increasingly prominent. The good Logo not only captures the audience’s attention, but also arouses the audience’s affective approval. However, Channel Logo still has some problems when it comes to channel content and brand image. For example, Logo Logo can not meet the connotation of TV brand image transmission.