What are the design methods of graphic trademarks?

Both concrete figures and abstract figures are based on all macro and micro images of nature and all images created by people in productive labor. Logo design of graphic trademark can take famous mountains and rivers, astronomy and geography, flowers, birds, fish and insects, birds and animals, food, clothing, housing and transportation as the design theme, so it is not limited by language and geography. As long as people know the figure, they can name the trademark logo or basically understand its meaning. Therefore, graphic trademarks and logos are the most widely used trademarks and logos in the world.

Figurative refers to the concrete image. However, the specific image in graphic trademarks is not a purely natural image, but a highly generalized, symbolic and patterned image. Therefore, in the design of figurative graphic trademark signs, the expression of natural meaning is generally not adopted, but the natural form should be used as the prototype to summarize, refine, select and change, so that it has typical image characteristics and distinctive personality characteristics. Through the designer's artistic processing and conception creation, a new visual image is formed to express the connotation of the industry or product. Image method and image method are commonly used in design. These two expressions are also applicable to the design of words and comprehensive trademarks.

First of all, the representative method

The figurative method aims at directly reflecting the obvious perceptual image, and the artistic image created shows the nature of goods or enterprise groups.

1. Direct expression of commodity image

"H" brand light bulb trademark of a light bulb factory in Germany; Trademark of a tool factory in France; The trademark of a lock company in the United States (Figure 89) and so on all appear directly in the trademark. This commodity image is not a pure natural form, but a highly generalized, refined, regular and modular image.

2. Show the image of the commodity brand

The logo of Haas rope factory in Canada, with the image of rope, shaped the initial letter "H" of Haas brand; The trademark of the British seagull brand shirt directly indicates the brand name of the product with a group of gradual seagull images; The trademark of China "Butterfly Brand" cosmetics, the image of butterfly washed with water has shaped the brand's initials "H"; The trademark of auspicious tiles in Taiwan Province Province directly uses elephants to represent the name and brand of goods.

This kind of trademark is transformed into concrete graphics according to the literal meaning of the brand name of the enterprise, which makes people clear at a glance.

3. Indicate the content and nature of the business operated by the enterprise.

The logo of Horton Mifflin Publishing House in the United States shows the business content of the publishing house with images of three books in different directions; The pure wool logo of the International Wool Bureau illustrates the nature of this unit with a ball of wool. The logo of the American Academy of Motion Picture Arts shows the direction of talent training with the images of movies and stars. This kind of trademark and logo has no direct connection with the name and image of the enterprise, but expresses the content and nature of the business operated by this enterprise through the image of the trademark logo.

Second, the image method

Use related things to symbolize the business philosophy of goods or enterprises. Usually, metaphors, descriptions and hints are used to express the contents of trademark identification.

1. Symbolism: Use something that has certain significance and is related to the brand and connotation of the trademark as a symbolic form to directly express the individual characteristics of the trademark mark.

The symbol of the peace group (PEACEC0RPS) illustrates the nature of the group with the image of holding an olive branch. A trademark of a life insurance company in Germany, which protects the image of candlelight by hand. When you are old, it is the "day of death", so you should take out insurance to protect your old age. It symbolizes the service purpose of the insurance industry. The logo of a savings bank in the United States is matched with two hands to form the image of a "tree", which symbolizes that sincere cooperation between the two sides is bound to achieve something.

2. Imitation technique: Imitate and compare the characteristics and connotation of a specific thing through "personification" or "quasi-materialization" to express the ideas of goods or enterprises.

The logo of American insurance company * * * uses two five-pointed stars, one big and one small, to change into the image of an eagle protecting an eagle. The eagle is safe under its feathers, which is an animal metaphor for the connotation of the insurance industry; Similarly, the trademark of Nestle Food Company in Switzerland also adopts the same "quasi-materialization" method, comparing the company's business philosophy and the excellent quality of food with the maternal love spirit of the old bird carefully feeding the bird. The trademark of Xidi waste paper shredder uses monkeys to simulate the actions of not listening, not watching and not telling, which shows that the documents processed by this machine are safe, confidential, reliable and anthropomorphic.

3. Metaphor: Use images of things with similar meanings to compare or metaphor the connotation of a commodity or enterprise. Generally, familiar idioms, stories or legends are used as the carrier of metaphor.

The logo of Argentine municipal bank uses the image of three superimposed chickens to compare the simple concept of increasing the laying cycle and laying cycle, which explains the characteristics of bank profit

The trademark of Golden Rooster alarm clock, produced in Shanghai, China, takes the symbolic meaning of "Crow strikes the time" to show the accuracy of the alarm clock.

The symbol of Canada's resurrection institution uses the double meanings of throwing birds into the forest and compound residual leaves to compare the function and service purpose of the institution.

The symbol of China Customs General Administration is a key metaphor for going abroad, and the scepter represents sovereignty. The symbols formed by the two well express the essence of "custom".

The logo of China Arts and Crafts Corporation adopts the pattern of painted pottery in primitive society in China, which means "fire can see real gold", indicating that the arts and crafts in China have been tempered and improved.

4. Metonymy

This kind of trademark marks often take people or things that can represent a specific historical tradition or geographical environment as the carrier, symbolizing the long historical tradition of products or enterprises or their unique regional customs, and inducing consumers to have a true and authoritative sense of identity or a sense of freshness for exotic customs.

The logo of Air Canada consists of Canada's initials G and maple leaf. Maple leaf is the symbol of Canada, and it is the national micro of Canada. Many logo designs in Canada are variations of maple leaves.

The trademark of KFC fried chicken in the United States is printed with the head of Sanders, the founder of KFC fried chicken, indicating the authenticity and long tradition of the product, origin and quality. China's Zhang Xiaoquan scissors, Shengxifu hat, Tianjin Goubuli steamed stuffed bun, Beijing roast duck and other brand names and characteristics. It also reflects a specific region, a specific tradition and a specific brand created by a specific person.

The symbol of Wells Fargo in the western United States is a wild horse. Using wild horses as agents symbolizes the pioneering spirit of the American people in developing the western region.