浅谈汉字类标志在房地产宣传策划中的应用TheApplicationsofCharacterClassSymbolsintheRealEstatePromotionPlan摘要当今社会，无论从事什么，经营什么，其"代表符号"都喜欢冠以英文字母，似乎这才是一个跨世纪的企业。然而，众所周知，标志对于塑造品牌、塑造企业形象起着举足轻重的作用，标志设计表现方法有多种，如采用几何形、自然形、人物形、动物形、花木形等，文字标志以其文化性、时尚感及表形表义的双重作用在标志“家族”中占据重要的位置。许多著名大公司都采用文字作为公司标志，如世界十大著名企业及著名商标中，有一半都是采用文字作为标志的。而随着时代的发展，站在信息化、视觉化、艺术化的视角审视，汉字无疑是一种有巨大生命力和感染力的设计元素，尤其广泛地运用于现代企业的标志设计，铸就出现代视觉传达设计的一道亮丽的风景线，演进为名副其实的文字信息传达媒介。本文以房地产宣传策划中的汉字和标志设计为研究对象，重点分析了汉字在标志设计中的运用及其作用。认为从本土出发，挖掘和继承汉字中可变化利用的元素，汲取其内在的深厚文化底蕴，并融合时代的审美倾向，领会房地产宣传策划的精神内涵，借助传统图形设计的视觉张力，适度新颖地把汉字和传统图案的生命力绽放出来，是现代标志设计的必由之路。关键词：房地产宣传策划；标志；中华汉字文化AbstractToday'ssociety,nomatterwhatkind,whatbusiness,its"representativesymbols"haveopenlydubbedEnglishletters,itseemsthatthisisastylishcenturyenterprise.However,weallknow,marksforbranding,shapeplaysanimportantroleincorporateimage,logodesignofmeans,suchastheuseofgeometry,naturalshape,charactershape,animalshape,formandotherflowers,textmarksforitscultural,Fashionsenseandtable-shapeddualroleofsemanticmark"family"occupyanimportantposition.Manywell-knownlargecompanieshaveadoptedthetextasacompanylogo,suchastheworld'stoptenwell-knownenterprisesandfamoustrademarks,halfofthemarebasedonthetextasasign.Withthedevelopmentofthetimes,standinformation,visualization,visualangleofart,theChinesecharacterisundoubtedlyahugevitalityandappealofthedesignelements,inparticular,widelyusedinmodernbusinesslogodesign,createdthemodernVisualCommunicationDesignofabeautifullandscape,evolvedintoatruecommunicationmediumoftextmessages.Inthispaper,theplanningoftheChineserealestateinformationandlogodesignforthestudy,analyzedthecharactersusedinthelogodesignanditsrole.Thatstartingfromthelocalcommunity,miningandinheritancecharactercanbechangedusingtheelementsoftheprofoundlessonsofitsinherentculture,andintegrationoftheaesthetictendencyofthetimes,understandthespiritualmeaningofrealestatepromotionplanning,traditionalgraphicdesignwithvisualtension,anappropriatenewtothevitalityofChinesecharactersandtraditionaldesignsbloomout,theonlywayforthemodernlogodesign.Keywords：TheRealEstatePromotionPlan；Symbols；TheCultureofChineseCharacter目录摘要.................................................................................................................................................ⅠAbstract...........................................................................................................................................Ⅱ1前言...............................................................................................................................................11.1研究的目的与意义............................................................................................................11.2本研究的主要内容............................................................................................................12汉字类标志应用的背...
