周賢彬Chou, Shyan-Bin蘇彥瑛Su, Yann-Ing2020-10-19不公開2020-10-192019http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0004682134%22.&%22.id.&http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/111408標誌充斥於我們的生活周遭，標誌與生活息息相關。本創作研究旨在探討受到數位化影響下，標誌的設計風格及表現形態的轉變，有扁平化、動態化、響應化的新趨勢。從許多知名品牌標誌的再設計案例中，可以發現標誌設計趨於扁平化，扁平化簡潔的特色，使其所承載的資訊更加清晰。標誌為傳達越來越多元、複雜的品牌概念，不再以單一固定形態呈現，轉變為多形態的動態標誌。在混合媒體的傳播環境下，標誌發展出響應化，以適應於各種媒體，使標誌在跨裝置媒體上，都能有良好的呈現。 文獻部分梳理了扁平化風格之特色：簡化、使用基本元素、最小化使用三維元素、注重配色及排版。扁平化風格的表現手法：具象平面化、抽象平面化、軟邊平面化、文字平面化、單色平面化、極簡化、高反差化。動態標誌的表現手法分類：填充變化、系列組合、公式準則、互動變化。扁平化風格動態標誌的五項構成元素：標誌、顏色、字體排版、圖形元素、標語。動態標誌設計如何靈活多變又具有統一的美感，本創作研究認為，可應用視覺原理之統一與群化，強化動態標誌多樣又統一的美感；應用視覺原理之動勢與律動；以視覺心理的暗示，強化動態標誌設計的動感與表現張力。 本創作研究使用案例分析法，以動態標誌的表現手法分類分析國外動態標誌案例，以及扁平化風格動態標誌的五項構成元素衡量動態標誌的自由程度，加上扁平化手法、視覺原理等作為分析基準。研究結果發現，扁平化風格動態標誌的五項構成元素中，至少需有一項固定不變，扁平化風格動態標誌才會被視為一整體。動態標誌所應用的視覺原理中，以相似法則、連續法則、共同目的地法則為最多。非基於時間軸之動態標誌連續排放，會形成動畫效果，於影音媒體中，容易達到良好的視覺呈現，使動態標誌的應用更廣泛。 最後統整出扁平化風格動態標誌之設計方法：定位與核心價值、造形概念化及簡化、動態手法選用、動態標誌變動自由程度檢視、設計檢視調整至完稿，提供後續相關設計之參考。The logo is surrounded of our living environment, and the logo is closely related to our daily lives. This creation study aims to investigate the changes in the design style and performance of the logo under the influence of digitalization, with new trends of flat, dynamic, and responsive. From the redesign case of many famous brand logos, it can be found that the logo design tends to be flat, flat and simple, so that the information it carries is clearer. In order to convey more and more diverse and complex brand concepts of logo, it is no longer be presented in a single fixed form, but transformed into a multi-modal dynamic logo. In the mixed media environment, the logo has developed responsiveness to adapt to various media, so that the logo can be well presented on the cross-device media. The literature section defined the characteristics of the flat style: simplifying, using basic elements, minimizing the use of three-dimensional elements, focusing on color matching and typesetting. Flat style expression: figurative planarization, abstract planarization, soft edge flattening, text flattening, monochrome flattening, extremely simplified, high contrast. Performance classification of dynamic signs: filling, group, formula, interaction. Five elements of the flat style dynamic logo: logo, color, typography, graphic elements, language. The dynamic logo design is flexible and has a unified aesthetic sense. It is believed in this creation study that the aesthetic sense of visual theory’s unity and grouping, to enhance the diverse and unified aesthetics of dynamic logos; the application of visual theory movement and rhythm; to strengthen the dynamic and expressive tension of dynamic logo design with visual psychological hints. The research method uses the case analysis method, to analyze the foreign dynamic logo cases by the expression of the category, and the five components of the flat style dynamic logos to measure the levels of freedom of dynamic logos, plus flat method and visual theory as analysis standard. The research found that at least one of the five constituent elements of the flat style dynamic logo needs to be fixed, and the flat style dynamic logo will be regarded as an integration. Among the visual theory applied by dynamic logos, the law of similarity, the law of continuity, and the law of common destiny are the mostly applied. The non-time-based dynamic logos are continuously permutations, which will have animated effects. In the audio-visual media, it is easy to achieve a good visual presentation, making the dynamic logos more widely applied. Finally, the design method of the flat style dynamic logo is proposed: positioning and core value, conceptualization and simplification of the shape, dynamic method selection, free dynamic levels of the dynamic logo change, design review and adjustment to the final draft, providing further related design reference.扁平化設計標誌動態標誌flat designlogodynamic logo