What are the forms of logo design?

First, the specific forms of expression:

Concrete expression is a natural form that is faithful to the objective image, and it uses highly summarized and refined concrete graphics to design the expression form of the objective image. It has distinct image characteristics, concentrates and refines physical objects, generalizes and simplifies them, and highlights and exaggerates their essential factors. The form of logo design can not be like painting, but organized by graphics. Grasp the spiritual temperament of the object, strengthen the morphological characteristics of the image, simplify the structural model, so as to achieve the beauty of harmony and form concise and distinctive features to present the specific content to be expressed. Signs are a kind of information carrier, and the recipients are the broad masses of the people. The figurative sign has the universality of graphics and a high degree of clear recognition, freedom of expression and full of personality. It is easy to convey the essence of the logo with fresh and bright visual images, which is accepted by the broad masses of the people.

The manifestations of specific signs can be divided into:

(a), the human figure:

The concept of human body modeling refers to both the whole human body and its various parts, such as limbs and five senses. The information exchange between people is not only reflected in language and words, but also hidden in people's gestures and expressions. The posture of the human body is mainly manifested in two aspects: one is the movement of the whole human body, not the movement of the limbs. Human body movements can convey a simple and clear concept. Such as thought, emotion, psychology, reference and relationship, the dynamic aggregation of limbs appears in people's hands. Besides spoken and written language, gestures are the most commonly used tools for people to exchange ideas. Human head movements, facial expressions and facial features are also common themes unique to visual communication design.

(2), animal modeling graphics:

The theme of animal symbol is a very old symbolic theme. As early as ancient times, people regarded animals as symbols of totem worship. At that time, people thought that each clan had a special relationship with some animals, plants or inanimate objects. In fact, people's worship of animals has never stopped. Even in today's highly developed world, we can still see animal modeling as a symbol of enterprises or organizations and as a trademark of products in commodities.

(3), plant modeling graphics:

Plants are often symbols of beauty and are used to express good luck. The plant modeling in the logo is influenced by at least two aspects: first, the decorative pattern is not a direct imitation of the plant, but a specific decorative name is produced by combining the graphic structure with the specific plant after it is formed. This is particularly prominent in ancient heraldry. Second, the geometric influence, modern symbol plant morphology is mostly summarized as round, square, triangle and other geometric shapes. , showing modernity.

(4), object modeling graphics:

Utensils are the general name of all kinds of utensils. They involve a wide range and a wide variety. Physically, they range from towering buildings and huge vehicles to pencils, power sockets and plugs, stationery and tableware.

(5), natural modeling graphics:

Natural phenomena are symbols of mysterious natural forces. Since its birth, human beings have associated it with great power and endless changes, and the eternal design theme has also found its home here. Astrology, water and Mars are common themes of such signs.

Second, the abstract form of expression:

Abstract expression is to express the meaning of symbols with abstract graphic symbols, and to express them with reasonably planned geometric figures or symbols. In modern society, there are more and more new products, and those institutions that provide equipment, technology and information also use signs more and more. It is difficult to complete the design of these signs if they remain in general expressions. It is necessary to create a symbol to imply the meaning of the mechanism or to express the abstract characteristics of the mechanism. Abstract expression is suitable for this situation. In order to transform the non-image into visible characteristic figure, designers should abstract the characteristic part of the performance object when designing creatively, and form a symbolic or simulated image with the help of purely rational abstract forms of points, lines, surfaces and bodies. Abstract expression simply expresses the feelings and thoughts of the object. It has profound connotation and mysterious significance. The shape is concise, thought-provoking, produces a rational sense of order, or has a strong sense of modernity and visual impact, giving viewers a good impression and deep memory.

Abstract signs can be divided into:

(a), circular logo graphics:

A circle has only one center point. It moves according to this point, resulting in equidistant radiation activities around it, or activities concentrated from the periphery to the central point. In other words, the circle is easy to attract people's visual attention and form a visual center. In the aesthetic psychology of ancient people in China, the philosophical attitude towards everything in the universe was often melted into such a circle, forming a complete, plump and mellow national psychological feature. Circular logo graphics can generally be divided into regular circles and ellipses.

(2), square logo graphics:

The basic feature of a square is that it has four corners and a center. Compared with a circle, it has certain directionality. Usually, a square has the properties of square, rectangle, trapezoid and diamond. A square has a center, but there are four angles with unknown directions. Compared with a square, a rectangle has certain directionality. Trapezoids have both diagonal properties and obvious directionality. In addition, the trapezoid has diagonal properties.

(3), triangle logo graphics:

Most of the triangles in the sign are equilateral triangles or isosceles triangles. There are two main forms of this triangle: one is a regular triangle, which is particularly stable; The other is an inverted triangle, which supports the broad top on a fulcrum, forming an extremely dangerous balance way. However, other forms of triangles are rarely used in logo design because of the deviation or loss of vertical direction, which has weak visual stability and can not stand people's long-term attention.

(4), polygon logo graphics;

Polygons are made up of various geometric shapes. Generally, there are two kinds of manufacturing methods: one is made of various geometric shapes, such as circles and squares; The other is the juxtaposition of various geometric shapes. The structure of polygons is much more complicated than other geometric shapes, and the content is much richer. In logo design, polygons can often express various forms and contents. But as far as visual memory is concerned, polygons are not as easy to remember as other simple geometric shapes.

(5), directional logo graphics:

Although there are many forms of directional shape, arrow shape is its basic shape, and other changes are derived from it, so directional shape is also called arrow shape. The original meaning of the arrow shape is an arrow, which is extended to point or face. In space, different angles and directions have different meanings. For example, an arrow pointing upward indicates rising and standing upright; Down arrows indicate down and down. Therefore, the meaning change of directional shape mainly comes from three aspects: one is direction change, the other is quantity change, and the third is state change. Direction change establishes or changes the basic meaning of direction shape. Quantitative change increases the meaning of two-way and multi-direction. State change implies its speed, twists and turns and other trends.

Third, the form of expression:

The expression of words is the combination of logo image and font. Logo is a kind of visual graphics, but the logo of text has both the characteristics of cloud and the form of voice. Characters are conventional symbols and are visual. At present, it is not uncommon to use Chinese characters or Latin letters as design elements. The development of modern commercial economy and the evolution of human civilization provide a wide range of choices for font design.

(a), Chinese character logo graphics:

Chinese characters are considered as a model of ideographic characters and ideographic characters. Nowadays, Chinese characters have evolved from Oracle Bone Inscriptions and bronze inscriptions, and gradually changed from numbers to strokes, from pictographs to symbols, and from complexity to conciseness. In the principle of word formation, it is from ideographic to pictophonetic. Therefore, the amount of information, the richness and clarity of the meaning of a single Chinese character obviously exceeds that of the Latin alphabet with phonological significance.

As the basic modeling of logo, Chinese characters are often one of the ways for us to explore the nationalization of logo design. In our traditional habits, the ancients used font, pronunciation, word meaning and other factors to make clever combinations. There are many examples in this regard, such as happy words, three words and even four words. Shouzi, such as Longshou, Qunhuashou, etc. There are countless variations. The combination of the word "Fu" with bat, fish, eight auspicious words and wishful words makes full use of the symbolic meaning of words. As far as shape is concerned, Chinese characters can generally be divided into two forms: single word and hyphen.

(2), Latin alphabet logo graphics;

Latin letters have geometric modeling characteristics, which are often the basis of logo designers' ideas. Latin alphabet, as a common character, can shorten the communication distance. Latin alphabet has the advantages of simplicity and various forms in design. Therefore, the logo designed with Latin letters has become a huge new force in the logo group, which has been occupying a leading position and constantly affecting the trend and development trend of logo design. In terms of information, Latin alphabet signs. In modeling, it advocates the visibility of graphics and requires clear and durable graphics; In terms of conception, it advocates that the logo should adapt to the nature and characteristics of products and organizations in terms of content and meaning; In terms of design skills, letter combinations and pictographs are generally used, in which letter combinations include letter abbreviation combinations, full-name letter combinations and single letters.

(3) Digital logo graphics:

Taking numbers as the basis of logo modeling, we should pay attention to at least three points: first, uniqueness, which is not common at present, is also the embodiment of uniqueness; Second, the profundity of memory is based on uniqueness. In modern society, people generally have a natural sensitivity to numbers; Third, the shape is novel, which is extremely concise and easy to identify compared with figures and other forms. It's convenient to change the form. In fact, some modified digital shapes are very attractive and full of modernity. So it is also an innovative way of logo design. In particular, the numerical shapes of Chinese characters are ignored. Digital logo design graphics can generally be divided into Arabic numerals and Chinese character digital logo design graphics.

If you have any questions, please consult Mr. Trademark Design Studio.