Research On Logo Design Of Urban Rail Transit Based On Cognitive Semantics

Urban rail transit sign is a highly refined knowledge of the public's traffic related experience.It condenses a piece of scattered information about urban rail transit in human brain into graphic symbols for dissemination.The length of time to identify urban rail transit signs is the key to affect the efficiency of passengers' travel,but the behavior of finding signs in the public is not only related to the degree of identification,but also the obstacles caused by different countries and cultural environments.The first chapter is the basic part of this paper,through a large number of literature reading and analysis of the development process of urban rail transit signs and the development trend of cognitive semantics;in the second chapter,the theory and application mode of cognitive semantics that can be applied to the design of rail transit signs are analyzed in detail;the third chapter is mainly for signs that are blocked due to different cultural and linguistic barriers Characteristics,make corresponding solutions,creatively divide urban rail transit signs into "positive signs","inert signs" and "obstructive signs",analyze the different visual tendencies of the public caused by these three types of signs,and deduce the sign design process with clear semantic communication;Chapter IV uses urban rail construction signs according to the sign design process derived from the previous chapter Through the verification of the design examples,the early stage of logo design is divided into three points: the transformation of urban cultural symbols,the orientation of corporate style and the extraction of logo graphic elements.Through the questionnaire and interview,the author obtains the visual graphic elements with high sense of public identity,and then carries out detailed design based on the design methods of interaction,metaphor and association of graphic elements.This paper takes the logo design of Beijing urban rail transit investment and Development Co.,Ltd.as the practice,and sums up three conclusions based on the research results of this paper: first,the graphic research of urban rail transit logo is not to simply decompose the elements on the surface of the logo,but to explore the memory characteristics of the public to the urban rail transit logo through the public's impression drawing The second is to study the design of urban rail transit signs and symbols,put the concept of interaction into the enterprise positioning link,and effectively enhance the sense of public identity;the third is to study the visual tendency of urban rail transit signs,combined with the theoretical framework of cognitive semantics,to assist designers to enhance the value and identity of regional culture of signs,and form a perfect urban rail transit sign design Calculation process.