Duan Shengfeng Chongqing Landscape Road Signs I see Chongqing Landscape Road Signs I see Duan Shengfeng (Sichuan Academy of Fine Arts, Chongqing 400053) Analysis of the status quo of Chongqing street signs, how to use street signs as a city landscape, and with Chongqing's historical culture and regional characteristics Combine.

The more the society progresses, the more the economy develops, and the more important the image of a city is. Chongqing is a city with a long history. The history of thousands of years has given Chongqing a rich cultural heritage. There is a "fugui stone" in the case of Dagu's water control, and there are fierce and brave "Ba people warriors" (the Warring States period), both at home and abroad. The famous "Three Gorges of the Yangtze River", at the same time, the landscape of the two rivers in the Chongqing Peninsula is also very distinctive. How to integrate many characteristics of Chongqing, embodied in the city landscape business card one-way card, so that the country and the world can more understand Chongqing better, remember Chongqing, which is very important for China's fourth municipality.

1 Roads and Street Signs KevinLych divides the elements that make up the image of the city into five categories, namely roads, edges, regions, nodes and signs. From the perspective of material composition, the road can be regarded as the “skeleton” and “blood vessel” of the city; from the spiritual relationship, the road is the primary factor determining people's impression of the city.

As a constituent factor and a prominent symbol of the road, the street sign is not only a sign, but also an indispensable part of people's public life. It is a comprehensive reflection of the urban humanistic spiritual elements and a carrier for the continuation and change of the city's historical culture. Witness is an important cultural resource and a soul element behind the regional cultural representation. Street sign design such as Haipudong Century Avenue and Suzhou Guanqian Pedestrian Street are examples of success. Therefore, strengthening the construction of landscape road signs, paying attention to the artistic design of landscape road signs, pursuing the balance between “mark” and the whole is an effective way to improve urban functions and improve urban taste.

But in fact, except for a few cities in China, most of the city's landscape road signs have not formed a difference in style. The singularity of the personality reflects the ignorance or indifference of local culture and historical traditions, which is unfortunate and ridiculous for a 5,000-year-old civilization. Therefore, in the design of urban landscape signs, it is urgent to call for personality shaping and appealing to cultural rejuvenation.

Also in Chongqing, the homogenization and simplification of the landscape road spleen design is quite serious. Most of the street signs use the same or similar materials. The park and the main roads use the same materials. The form is basically the same as simply using Chinese characters to indicate the location and direction. Those road signs are not allowed to feel the atmosphere of the place. function. Expanded, in the city of Chongqing, if you look at the street sign alone, you can't distinguish it from other cities in China. This kind of material that has no geographical features and only has the guiding function not only ignores the other functions of the meaning of the "path spleen" itself, but also can not be called the "landscape".

2 The connotation of the landscape road sign is the house number of the road, condensing the material and culture of a city. The pros and cons of the landscape road sign is an important criterion for the quality of the city. It is the most powerful factor to make the street and even the entire city landscape recognizable and intentional. It is embodied in the height, style, scale, color, surface material and even the advertisement, the location and style of the store signboard.

The evaluation criteria for landscape road signs are different in different eras for people of different nationalities and different classes. Even the same person changes at different ages and at different times according to his state of mind and the external environment. Different road users have different requirements for landscape signs because of their different purposes. Tourists may pay close attention to the landscape signs on both sides of the road, so that they can understand the characteristics, style and even the religious situation of a region. The most concerned about the direction of the road sign is that the direction of the road sign is clear and correct. The landscape street sign design should mainly focus on people's psychology to explore the traffic beauty, and give people a pleasant aesthetic while satisfying traffic safety and comfort.

The problem with the Chongqing landscape road sign is that the concept of the landscape road sign has not been clarified. In many people's minds, the road spleen only refers to the road signs used for instructions next to the road, which greatly narrows the scope of the landscape road signs.

Landscape signs are composed of traffic signs, road signs, street signs, posters, ground signs, etc. The landscape signs in Chongqing not only show pale design on road signs and street signs, but also lack of other posters and ground signs. The rich expression makes the design of Chongqing landscape road sign show the overall coldness and industrialization. It can not reproduce the historical accumulation of Chongqing, nor can it be changed with the advancement of the times, thus creating a humanized region. Aesthetic beauty. Just like the Italian design master Antonio, Chetrio said: "Architecture is not only a work that people can see at a glance, architecture is a self-expression of the city and the place, and it needs to be well thought out in the design process." Points have the same or similar properties.

The above talked about some public issues in the planning and design of Chongqing landscape road signs.

In engineering practice, there is a more specific design that needs to be treated differently for different types. For example, the street signs and a series of related designs on the pedestrian street are inevitably different from the main roads; the street sign style of the residential area is definitely different from the industrial area. This requires planning and design personnel to have objective and realistic work attitudes; flexible and adaptable design thinking; work styles that work together and work together.

3 Characterization of Landscape Road Signs The character orientation of road landscape signs refers to how to determine the basic characteristics of road space. This is a problem that must be solved and grasped at the time of design.

The factors affecting the environmental characteristics of the road landscape are the nature of the city (political, economic, cultural, and tourist), the nature of traditional culture (such as traditional settlements and traditional street organization models), and the nature of the road ( Is it a roadway or a pedestrian street, a commercial street or a cultural street). Therefore, the design of the landscape road spleen should be based on the nature of the environment to determine its basic style. For example, the urban landscape sign character of Qufu in Shandong is bound to obey the overall style of the antique city. The character of Tianjin Jiefang North Road obeys the European style, which is a rational idea.

Chongqing is an ancient city with thousands of years of history. How to use its rich historical and cultural legends as the main clue, collect and sort out representative allusions, and refine it into cultural symbols, and integrate it into the urban road sign facility planning. With the construction of road signs full of sense of form and rhythm, breaking through the stereotypes of the city in the process of modernization, making people feel refreshed, this is the first problem to be solved in the design of street signs. As regional culture becomes more and more important, architectural styles with cultural connotations and regional characteristics tend to be popular, and landscape signs that adapt to the characteristics of regions and places will be highly regarded. For example, the road sign of the Zhejiang Provincial Museum in Hangzhou uses the most famous jade in the Hemudu culture to simplify and refine it. As a landscape road sign, it not only highlights the sense of history and culture, but also the unique regional cultural characteristics of the city. Explain the main functions of the museum.

For many years, Chongqing has left the mark of Chinese traditional culture everywhere. Liling Zhouyiyuan, Dazu Rock Carvings, and the poets of Hechuan Fishing City, such as Li Bai, Du Fu, Lu You, and Fang Ruo, all wrote many famous sentences. The Bashu people have formed unique folk customs for thousands of years, covering weddings and funerals, cultural and entertainment games, ghosts and gods, worship taboos, time-savings, industrial and commercial transactions, etc. Compared with other parts of China, there are local characteristics. of.

Due to the secluded area of ​​Chongqing, the rough roads and the hot and humid climate, the Bayu people have their own unique local colors in lifestyles and customs such as food, clothing, housing and entertainment. In addition, the remaining buildings of the Bayu features such as the Hangjiao Group, the Chuandong Residence, the celebrities of all walks of life in the accompanying period, the embassy villa building, the city building complex, and the riverside pier.

These extremely rich historical resources not only allow the design of Chongqing landscape road signs to have a lot of material choices, but also naturally demonstrate the folk culture with Chongqing's regional color, national color and traditional meaning.

What Chongqing's landscape road sign design needs to do is to integrate the regional resources of the above-mentioned polar windows in Chongqing, and to express them by appropriate materials and modern methods through refinement, generalization and abstraction, so that citizens and tourists can be simple. Turning to the 137)3 Offensive and Defensive Related or Unrelated to Brand Competition In the brand competition, there are still many forces that are not from competitors, which may have a major impact on the spleen, and prevent the brand from dying. Shi Yuzhu of the Giant Group once pointed out the brand's 13 death methods: unfair competition, encountering malicious consumers, media encirclement, media reports on products, the authorities responsible for killing enterprises, and the flexibility of the legal system. Being deceived, red-eyed, offending an official with power in one hand, offending a certain evil force may also cause the company to die, encounter fraud, and the entrepreneur’s own security is threatened. In addition to these 13 kinds of death methods, Shi Yuzhu said: "This is not included for reasons inside the company, such as poor management, so the people must look at the world, see brand attack and brand defense is only in the spleen competition. In the most direct aspect, there are still many risks or difficulties related or unrelated to brand competition. Only by clearly understanding the sharp and complex reality of brand competition can we analyze the risks and difficulties of various aspects in the complex environment of the brand. And research to come up with practical defensive measures to ensure that the brand is in an invincible position in the fierce market competition. This is very important for Chinese brands. After all, the Chinese brand is still a century-old brand. There are only a handful of products. China's economy must be truly carried out, and a large number of 100-year-old brands, and a hundred years of spleen, are well-established companies in brand attack and defense.

Li Bingxin. A detailed review of the two kings. P&G's successful approach sees the way the brand empire operates. Beijing: China Business Press, 2002. Guo Guoqing. Marketing. Wuhan: Wuhan University Press, 2002. Sun Jian. Haier's marketing strategy. Beijing: Enterprise Management Press, 2002. Chen Wenlong. Click on the failure of 14 failed companies in China. Shenyang: Shenyang Press, 2002. (Continued from page 130) The road landscape symbol recognizes Chongqing's emphasis on a long history and culture and its excellent understanding of modernity and tradition as a municipality or metropolis.

The landscape signs in Chongqing will be on the ground of a city, marked with symbols of culture and history. The concept of Chongqing landscape road signs should come from the post-history of local history, and its form is defined according to functional factors and cultural factors. The landscape road spleen itself should "speak", its metaphor and meaning should not rely on the text, but should be internal. Use a specific, regular vocabulary to produce a coherent, asymptotic expression. This kind of vocabulary can be more complicated and comprehensive in the future, so as to meet the needs of continuous expansion of E, without the rational and rigid ills, and stick to the large industrial production and technical rationality, which makes people alienated from the environment and isolated from art.

In 2002, in the Chongqing Eagle Crown Exhibition Center, a "Celebrity Musical Movement of the Yangtze River Civilization" was held, which exhibited the cultural relics of the Three Gorges area, including the dignified and dignified Pakistani culture bronzes and the passionate "Han Dynasty." The simple shape and cultural language of the historical and cultural relics of the gods and birds of the simple and elegant Han Wei chess pieces and the luxurious and rich Southern Song Dynasty golden belts can bring new ideas and ideas to the design of Chongqing landscape road signs.

4 Conclusion The urban landscape facilities shaped today are focused on how to reflect their own personality characteristics. How to leave them to future generations is a classic cultural heritage after hundreds or even thousands of years, instead of waiting for the garbage to be dismantled. This will be an inevitable trend in the development of urban landscape facilities.

Studying the planning and orientation of the landscape spleen in Chongqing, designing the road spleen with Chongqing characteristics, is important for reforming Chongqing's appearance and image, promoting Chongqing and beautifying Chongqing, and plays an important role in promoting Chongqing's economic development and social progress.

Wang accepts. Modern design history. Beijing: New Century Publishing House, 2001.

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