酒标的汉字应用设计研究

用汉字设计标志，自商周就有，数千年来持续未断，原因是，一来将字拿来直接使用，比较便捷省毫二是文字本身除可读性外，也具有可观性。标志设计中的文字是向消费者传达商品信息的途径和手段。字体标志简洁而表现力丰富，可利用字母或文字的变形和排列来加强标识性，尤其是与企业名称相同的字体标志不仅传达了企业名称的信息，又具有图形标志的功效，达到了视觉、听觉的同步扩散效果，这已成为企业标志设计的潮流与趋势。如今，以文字为主体形象的商标占到了标志的多数。

Application of Chinese Characters to Logos of Chinese Wine

Although there are more and more Chinese characters being applied to Iogos and brand identities of Chinese wine, the creativity is still a little bit poor. With specific cases, this paper analyzes the designs of Chinese characters in these Iogos and puts forward that the Chinese-character logo designing should start from the study of traditional Chinese calligraphy and understanding of the structure of Chinese characters, based on which a designer should also be innovative on their designs.