Several forms of logo design

I. Figurative Expression:

Figurative expression is a form of expression that is faithful to the natural form of the objective object, and adopts the highly generalized and refined figurative graphic design for the objective object. It has distinctive image characteristics, is the condensation and refinement of the real object, generalization and simplification, highlighting and exaggerating its essential factors. The form of logo design can not be as strong as the form of painting for similarity, but to graphic way of organization and processing; seize the spiritual temperament of the object, strengthen the image of the morphological characteristics, simplify the structure of the pattern, so as to achieve the beauty of harmony, forming a simple, distinctive features to present the specific content to be expressed. Logo is a kind of information carrier, the receiving object is the general public. The figurative logo has the graphic popularity and high clarity of recognition, the performance is more free, full of personality, easy to convey the essence of the logo with fresh and bright visual image and accepted by the general public.

Figurative logo expression can be divided into:

(1), the human body modeling graphics:

The concept of human body modeling refers to the whole human body, but also refers to its localization, such as limbs, senses and so on. Information exchange between people is not only reflected in the language, words, but also hidden in the human posture and expression. The posture of the human body is mainly manifested in two aspects: one is the movement of the whole body, but the dynamics of the limbs. The movement of the human body gesture is perfectly capable of conveying a concise and clear concept, such as thoughts, feelings, psychology, references and relationships. And the dynamics of the limbs are concentrated in the human hand. Gesture is the most common tool people use to communicate their thoughts besides spoken and written language. Human head movement, facial expression, five senses performance is also unique to the visual communication design of the common subject matter.

(2), animal shaped graphics:

Animal as a symbol of the theme is a very old logo theme. As early as in ancient times, people used animals as symbols of totem worship. People at that time believed that every clan had a special relationship with some kind of animal, plant or inanimate object. As a matter of fact, mankind's worship of animals has never ceased, and even in today's highly developed world, we can still see animal shapes used as logos of companies or organizations, and as trademarks of products in merchandise.

(C), plant shaped graphics:

Plants are often symbols of beauty, used to express the meaning of good luck and good fortune. The plant modeling in the logo is influenced by at least two aspects: first, the influence of decorative patterns. Decorative pattern is not a direct copy of the plant, but the graphic structure is formed and then combined with specific plants to produce a specific decorative name. This is especially prominent in ancient heraldry. Secondly, geometric influence, most of the modern logo plant modeling is normalized to round, square, triangular and other geometric shapes, showing the influence of structuralism and style on logo design in modern art.

(D), artifacts modeling graphics:

Artifacts is a general term for a variety of utensils. It involves an extremely wide range and variety. In terms of form, as large as towering buildings, huge vehicles, etc., as small as pencils, electrical sockets and plugs, stationery, tableware and so on.

(E), the natural shape of the graphics:

Natural phenomena are symbols of the mysterious forces of nature. Since the birth of mankind, it has been linked to the immense and incomparable power, the infinity of change, and the eternal design theme also find a home here. Astrology, water and Mars are common subjects for this type of logo.

Two, abstract expression:

Abstract expression is to express the meaning of the logo by abstract graphic symbols, with rational planning of geometric shapes or symbols as the form of expression. Modern society, new varieties of goods are increasing, as well as those who provide equipment, technology, and information about the organization is also more and more use of signs. The design of these signs, if still using the general expression is difficult to complete, must create a kind of implied meaning or indicate the abstract characteristics of the organization's symbols. Abstract forms of expression are suitable for such cases. In order to make non-figurative into visual characteristics of graphics, designers in the design of ideas should be expressed in the object of the characteristics of the part of the abstract, you can rely on the purely rational abstract shape of the points, lines, surfaces, bodies to constitute a symbolic or simulation of the image. Abstract form of the logo, purely express the feeling and idea of the object, with deep connotation and mysterious sense of meaning. The modeling is simple and intriguing, producing a sense of rational order, or a strong sense of modernity and visual impact, giving the viewer a good impression and deep memory.

Abstract logo expressions can be divided into:

(a) Circular logo graphics:

Circle has a single center point. It moves according to this point, causing radiating activities to the surrounding equidistant, or concentrating activities from the surrounding to the center point. In other words, the circle easily attracts people's visual attention and forms the visual center. In the aesthetic psychology of ancient Chinese people, the philosophical attitude towards the universe and everything is often melted in such a circle, forming the national psychological characteristics of seeking for completeness, fullness and roundness. Circular logo graphics can be generally categorized into round, oval and composite shapes.

(2), four-square logo graphics:

The basic characteristics of a four-square, with four corners and a center, compared with the circle, has a certain direction. Four-square usually have: square, rectangle, trapezoid, rhombus and so on. A square has the property of approximating a circle in that it has a center but has four corners that are less directional. Rectangles have some direction compared to squares. Trapezoids have the property of being diagonal as well as carrying a distinct direction. And a trapezoid has the nature of a diagonal and also carries a distinct direction. And trapezoids are off-center. The rhombus is a variation of the quadrilateral and has a sense of instability.

(C), Triangle logo graphics:

The triangles appearing in the logo are mostly equilateral or isosceles triangles. There are two main forms of these triangles: one is the orthogonal triangle, which appears to be particularly stable; the other is the inverted triangle, which supports the wide top on a fulcrum, creating an extremely dangerous way of balancing. The other forms of triangles, due to deviation or loss of vertical orientation leads to its visual stability is not strong, can not withstand people long attention, so in the logo design is less used.

(d), polygonal logo graphics;

Polygon is composed of a variety of geometric shapes. There are generally two ways of its composition: one is composed of a variety of geometric shapes cut each other, such as the cut of circles and quadrangles, etc.; the other is composed of a variety of geometric shapes juxtaposed. Polygons are structurally much more complex than other geometric shapes. The content is also much richer. In logo design, polygons can often express a variety of forms and contents. However, as far as visual memory is concerned, polygons are not as easy to remember as other simple geometric shapes.

(E), the direction of the logo graphic:

Direction of the shape although there are a variety of forms, but the arrow shape is its basic shape, other changes are derived from it, so the direction of the shape is also known as the arrow. The original meaning of arrow shape is arrowhead, and its derivation is pointing or facing. In space, it has different meanings with different angles and directions. For example, an arrow pointing upwards means rising and upright; an arrow pointing downwards means lowering and facing downwards. Therefore, the change of meaning of direction shape mainly comes from three aspects: one is the change of direction, the second is the change of quantity, and the third is the change of state. Direction change establishes or alters the basic meaning of directional shapes. Quantity changes add to the meaning of bi-directional and multi-directional. Change of state implies its speed, zigzagging and other postures.

Three, textual expression:

Textual expression is a combination of logo image and font into a whole. The logo is a visual graphic, but the text logo at the same time with cloudy smoke characteristics and voice forms. Text is a kind of conventional notation, it has the visual nature. At present it is common to use Chinese characters or use Latin alphabet as design elements. The development of modern commercial economy and the evolution of human civilization provide a wide range of choices for font design.

(I) Chinese Character Logo Graphics:

Chinese characters are considered to be the model of ideograms and ideographs. The current Chinese characters evolved from oracle bone inscriptions and jinwen. In terms of form, it has gradually changed from graphics to strokes, hieroglyphics to symbols, and complexity to simplicity; and in terms of the principle of character creation, it has changed from ideograms and representations to morpho-sounds. Therefore, the amount of information, richness of meaning and clarity of a single Chinese character clearly exceeds that of the phonetic Latin alphabet.

The use of Chinese characters as the basic shape of a logo is often one of the ways we explore the nationalization of logo design. In our traditional customs, the ancients utilized the factors of character shape, character sound and word meaning to make clever combinations. There are many examples of this. For example, there are two-word happy, three-word happy, and even four-word happy forms; the word for longevity, there are long-shaped longevity, regimental flower longevity, etc., and its variations are uncountable. And the combination of the character Fu and the bat represents "Fortune", the fish represents "Lucky Celebration", and the eight auspicious and Ruyi represents "Auspiciousness and Ruyi", etc., all of which are fully utilizing the symbolism of the characters. Symbolism. In terms of modeling, Chinese character symbols can be generally divided into two forms: monograms and hyphenated characters.

(2), the Latin alphabet logo graphics;

Latin alphabet has geometric modeling characteristics, often logo designers are willing to use as the basis for the idea. As a relatively universal script, Latin alphabet can shorten the distance in communication, and Latin alphabet shows the advantages of conciseness and varied forms in design. Therefore, the logo designed with Latin alphabet has become a huge force in the logo group, and always occupies a dominant position, constantly influencing the direction and development trend of logo design. Latin alphabet logo in the amount of information, emphasize concise and clear, with a minimum of ink to convey the maximum amount of information; in the shape, advocate the visibility of graphics, graphic clear and durable; in the conception, advocate from the content and its implications, so that the logo with the product, the nature of the organization, the characteristics of the appropriate; in the design techniques, generally take the combination of letters and pictorial graphics combined with the other way. Among them, the letter combination includes letter abbreviation combination, full name letter combination, single letter and other forms.

(C) digital logo graphics:

To digital as the basis of the logo modeling, at least three points should cause us to pay attention to: First, uniqueness, the current use of digital as a sign of the situation is not common, rare is also the embodiment of the uniqueness. Secondly, the profoundness of memory, which is built on the basis of uniqueness, in modern society, people generally have an innate sensitivity to numbers. Thirdly, the novelty of the shape, compared with the text and other forms, the number appears extremely simple, easy to recognize, easy to change the shape. As a matter of fact, some of the transformed figures are extremely attractive and modern. Therefore, this is not a road of innovation for logo design. Especially the digital modeling of Chinese characters is more neglected. Digital logo design graphics can generally be divided into Arabic numerals and Chinese characters digital logo design graphics. LOGO is mainly divided into two parts - text and graphics, but also only take one of them as the design theme.