一、标志内涵与外延的概念索绪尔说:“词所表达的并不是事物,而是我们关于某事物的一种观念。”当我们将设计的一类图形称之为“标志”时,我们是否意识到这并不仅仅是一个名称。我们知道每个词都有它的内涵与外延,如果今天我们给标志的内涵与外延下个含义的话,我们可以说标志的内涵是:一种符号,是以精练的形象来表达一定涵义的图形,它不仅为人们提供识别和表述的方便而且具有沟通思想、传达信息的作用。其外延不但涉及商品与企业标志,同时还包括城市标志、纪念标志、会议标志、包装储运标志、公共图形标志、交通指示标志等。二、标志语言与视觉传达 I. THE CONCEPT OF SIGN CONCEPTION AND EXTENSION Saussure said: “The word is not an expression of things, but an idea about something.” When we call a type of graphic design a symbol, We realize this is not just a name. We know that every word has its connotation and extension. If we give meaning and extension to the meaning of the sign today, we can say that the connotation of the sign is that a sign is a figure with a certain meaning expressed by a refined image It not only provides convenience for people to recognize and express, but also has the function of communicating thoughts and conveying information. Its extension not only involves the commodity and the enterprise logo, but also includes the city sign, the commemorative sign, the meeting sign, the packing storage and transportation mark, the public graphic sign, the traffic sign and so on. Second, the logo language and visual communication