摘 要

在体育运动会赛事中,其所强调的人类和谐发展的哲学所倡导的团结、友谊、进步的精神所规定的各项公正平等竞争的原则所形成的各项仪式规范等,皆物化成一系列独特而鲜明的视觉艺术形式,如会徽、吉祥物、海报招贴、奖牌、纪念品、建筑景观以及主题雕塑、主题绘画等,在娱乐视觉的同时,赋予人之于物质和情感的双重满足。

在运动会赛事的管理实践中,体育运动会视觉形象越来越受到赛事举办国家和城市的重视。通过赛事的视觉形象系统设计,将举办国家及城市的地理、历史和文化传统同赛事的个性与品味加以融合,通过形象设计视觉冲击效应所产生和传达的价值,远远超过体育赛事所创造的直接物质成就。

本文结合自己的毕设研究课题“南京明城墙青春电跑——为善而跑”主题赛事活动的VI视觉标准系统设计为例，深入分析了体育赛事运动中形象系统设计的现状,通过各种调研途径进行学习并搜集相关材料,并结合自身对视觉形象设计工作的切身感受和认识,研究提炼了体育赛事运动会视觉形象的基本概念,构建了体育赛事运动会视觉形象分析的基本理论结构,总结了体育赛事运动会视觉形象设计涉及的要素及其设计要点,并分析了国内外相关的体育赛事运动会视觉形象系统设计的应用案例。其中主要讨论的是体育赛事运动会视觉形象系统设计中的各部分,特别是视觉形象设计元素方面作重点的解析,从而更好的运用于实际体育赛事运动会视觉形象系统性研究的工作中。

关键词: 体育赛事 视觉形象设计 南京明城墙 独立风格

Nanjing Mingcheng wall youth run - run for good

Abstract

In the sporting event, the emphasis on the harmonious development of human philosophy advocated by the unity, friendship, progressive spirit of the provisions of the fair and equitable competition formed by the principles of the ceremony, all materialized into a series of unique The vivid visual arts form, such as emblem, mascot, poster posters, medals, souvenirs, architectural landscapes and theme sculptures, theme paintings, etc., in the entertainment visual at the same time, giving people both in the material and emotional satisfaction.

In the practice of sporting events, the visual image of the sport is more and more attention by the country and the city. Through the design of the visual image system of the tournament, the geography, history and cultural traditions of the country and the city will be integrated with the personality and taste of the event. The value of the visual impact produced by the image design is far more than the value created by the sporting event Direct material achievement.

This paper analyzes the status quo of the image system design in the sporting event, and analyzes the status quo of the visual system design in the sporting event, which is based on the design of the VI visual standard system, which is the " Research and study the basic concepts of the visual image of the sports events, and construct the basic theoretical structure of the visual image analysis of the sports events, and summarize the basic theory of the visual image analysis of the sports events This paper analyzes the application cases of visual image system design of sports events related to sports events at home and abroad. Which is mainly discussed in the sporting event sports visual system design of the various parts, especially the visual image design elements for the focus of the analysis, so as to better use in the actual sports events sports visual system of systematic research work.

Key Words: Sporting;Event;Visual Image Design;NanJing MingCheng Wall;Independent Style

目录

摘 要·······························2

Abstract······························2

第一章 绪论····························5

1.1课题研究背景·········· ··············5

1.2文献综述·························· 5

1.3课题的目的和意义······················ 6

1.4课题研究的方法······················· 6

第二章 体育运动会视觉形象设计的现状··············7

2.1国外体育运动会视觉形象系统设计的现状·············7

2.1.1充分体现民族文化性····················7

2.1.2加强艺术性的表现·····················8

2.1.3力图体现创新性······················8

2.1.4加强时代性的表达·····················9

2.2国内体育运动会视觉形象设计的现状·················10

2.2.1注重体育视觉形象的设计············· ····10

2.2.2我国体育运动会视觉形象设计存在的问题···········11

第三章 体育运动会视觉形象系统设计·············14

3.1视觉形象与体育运动会视觉形象的概念·············14

3.1.1企业形象识别系统的概述·················14

3.1.2体育运动会视觉形象识别的概念··············14

3.2体育视觉识别的作用·····················15

3.3体育运动会视觉形象系统设计的原则··············15

3.3.1承继原则························15

3.3.2创新原则························16

3.3.3趣味原则························16

3.3.4系统性原则·······················17

3.4体育赛事视觉形象系统设计的主要元素·············18

3.4.1体育标志的构思与设计··················18

3.4.2体育吉样物设计·····················20

3.4.3体育色彩系统的选择与设定················21

3.4.4体育招贴设计······················22

3.5大型体育赛事景观系统····················23

3.5.1赛事场馆景观······················24

3.5.2赛事城市景观······················26

3.5.3赛事场馆景观与赛事城市景观的关系············27

第四章 南京明城墙青春电跑-为善而跑觉系统的设计策划····28

4.1 方案推导过程························28

4.1.1 方案说明························28

4.1.2 含义··························30

4.1.3图形··························30

4.1.4色彩··························30

4.1.5招贴设计························31

4.1.6VI应用设计·······················32

第五章 结 语···························35

致 谢······························36

参考文献······························37

第一章 绪论

第29届奥林匹克运动会2008年在北京举行。我国成功申办和举办第29届奥林匹克运动会,对社会、经济、文化的发展将产生深远的影响。本文将以奥运会的举办为掣机,来研究体育运动会赛事形象系统的设计。

1.1课题研究背景

全民健身计划是我国体育发展战略的重要组成部分。随着社会的发展,现代大型运动会的举办规模越办越大,由于其所具有的开放性、跨国界或跨地区性,交流的互动、频繁性,以及广泛的参与性和日益增强的对一个国家或地区经济、政治、文化的影响力,正逐步引起越来越多的国家、政府、组织的高度重视,纷纷将其作为振兴经济特别是展示形象、扩大影响的重要手段和策略,其社会影响也越来越深远。加强体育运动会视觉形象系统的设计,充分挖掘运动会的形象价值,已经成为举办国或举办城市振兴经济、促进社会全面发展的有效举措。

我国现代艺术设计虽然起步较晚,但有着悠久的历史,可以充分体现体育精神与艺术活动的传统。如先秦时期的射箭纹饰青铜器,秦汉时期的墩鞠纹肖形印、拳术对练纹画像砖和导引帛画,隋唐时期的射击纹画像砖、打马球壁画,宋元时期的捶丸图、打马球雕饰,明清时期的武术纹瓷器、相扑图、儿童球戏图等都是其中的典型代表。

因此,在经济全球化、科学信息化、技术数字化、文化多元化的潮流中,在信息与资讯高度发达的社会里,视觉形象的作用和影响越来越凸显出它的重要性,不论规模大小的运动会,视觉形象设计定位都会起到重要的作用。历届体育运动会赛事都会对运动会视觉形象进行系统的设计,使之形成该届运动会特有的象征。本文主要分析了体育运动会形象系统设计的现状,总结了体育运动会视觉形象设计涉及的要素及其设计要点,并分析了中国体育运动会视觉形象系统设计的应用案例。其中主要讨论的是体育运动会视觉形象系统设计中的各部分,特别是视觉形象设计元素方面作重点的解析,从而开拓体育运动会视觉形象系统性研究的新领域。