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关于创意,佐藤可士和的说法是,“创意不是一门需要微妙和细腻感觉的艺术。”在担任优衣库(UNIQLO)的设计总监时,用一句话表达佐藤心目中优衣库的品牌形象,那便是“真实的、当代的、酷的日本。”UNIQLO纽约店的标志,佐藤选择用了醒目的红色片假名,因为“片假名是日本的流行文化,而红色是优衣库的基本元素”。在一张UNIQLO的海报上,方形UNIQLO标志反复出现上百次,或是横或是竖,颜色各异,这种安迪·霍沃尔式的“提炼信息然后不断强化”的方法十分适应UNIQLO的街头商业流行文化。
Regarding creativity, Sato Kashiwa’s argument is that “creativity is not an art that requires subtlety and sophistication.” “As a design director at UNIQLO, I used a word to express Sato’s brand image of Uniqlo, That is ”real, contemporary, cool Japan.“ ”UNIQLO symbol of the New York City store, Sato chose the eye-catching red katakana because“ Katakana is a Japanese pop culture and red is the basic of UNIQLO element”. In a UNIQLO poster, the square UNIQLO logo repeated hundreds of times, or horizontal or vertical, different colors, this Andy · The Wall-style “refining information and then continue to strengthen,” the method is very Adapt to UNIQLO street commercial pop culture.