目的 分析历届国际足联世界杯会徽设计风格演进，以丰富世界杯会徽设计的专题研究，也为相关体育会徽设计提供一些借鉴。方法 梳理国际足联世界杯会徽各个阶段的设计风格及其特点，探究国际足联世界杯会徽设计风格演进。结果 国际足联世界杯会徽设计经历了从写实、图腾风格，到简约、人文风格为主的四个阶段，并在不同历史背景中逐渐具备艺术价值、文化价值和商业价值。结论 体育会徽设计在定位、设计、应用及传播进程中，既要突破传统的平面设计语言，又要把握语言钉和视觉锤的匹配，在多维感知整合、新媒体下动态呈现，还要展示共创体验等，全方位传递赛事价值。
Abstract
The work aims to analyze the evolution of emblem design styles in previous FIFA World Cup competitions, so as to enrich the research on the FIFA World Cup emblem design and provide some references for related sports emblem design. Design styles and features of FIFA World Cup emblems at various stages were sorted out to explore the evolution of design styles of FIFA World Cup emblems. As a result, the design of FIFA World Cup emblems has gone through four stages characterized by realism, totems, simplicity, and humanity, gradually possessing artistic, cultural, and commercial values in different historical backgrounds. In the process of positioning, design, application, and dissemination, sports emblem design should not only break through traditional graphic design language, but also grasp the matching of language nails and visual hammers, integrate multi-dimensional perceptions, achieve dynamic presentation under new media, display collaborative experience, and comprehensively convey values of events.
关键词
国际足联世界杯会徽;设计风格;设计特点;整合传播
Key words
FIFA World Cup emblem; design style; design features; integrated communication