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标志设计是一种应用性极强的艺术设计。作为一个设计艺术门类,它是实用与审美的结合,是生活艺术化的重要体现。本文从中国古典美学中的“兴会”概念出发,融合西方美学的“灵感”与“潜意识”理论,探讨了标志设计主体艺术意象创作中的创造性思维特征。文章从设计者的角度来理解“兴会”与“灵感”的异同,并以“应感”“顿悟”“天机”的诠释对“灵感”的概念及其作用加以丰富与延展。“兴会”与“灵感”的获得是产生高水平标志艺术作品的必要条件。本文力图对现代标志艺术设计中的创作思维形态及后期过程做出阐释,以寻求标志设计意象创造的理论依据。
Logo design is a highly artistic design. As a design art category, it is a combination of practical and aesthetic, is an important manifestation of life artistic. This article starts with the concept of “Xing Hui” in Chinese classical aesthetics, and combines the “inspiration” and “subconsciousness” of western aesthetics to discuss the creative thinking characteristics in the creation of the main artistic image of logo design. From the perspective of designer, the article comprehends the similarities and differences between “Xing Hui” and “Inspiration” and expounds “Inspiration” from the perspective of “feeling”, “epiphany” and “ The concept and its role to be enriched and extended. The acquisition of ”Hing Meeting“ and ”Inspiration" is a necessary condition for producing high level logo works of art. This essay tries to explain the creative thinking form and post-process in the modern logo art design, in order to seek the theoretical basis for the creation of the logo design image.