6, the composition of the scene
The sign composed of scenery as the material is generally based on scenic spots and monuments. Its purpose is to use the visibility of existing scenery to enhance the visibility of the mark. The landscape image is usually very large. It is necessary to adopt trade-offs, general conditions, and refining techniques so that the graphic is both simple and without loss of scenery features.
7, artifacts constitute
There are traces of artificial artifacts that have been artificially created, and they all have their own characteristics. All of them can be used as a symbol for material composition, and there are many methods for head-up and geometric induction. This symbol, which is made up of the image and text of the bell, is a constitution of an artifact as a material, and it can also be said to be an integrated structure. The arc formed by the text of the bell pendulum seems to be the sensation of the ringing tone. The appearance is beautiful and the concept is very clever. The “Coffee Shop†logo is very personal in its expression. It only uses a single movement curve to solve the shape of the cup. Even the feeling of coffee in the cup is expressed. It is very creative, and the logo is particularly powerful. good results. The "publishing" logo is very characteristic in the interplay of black and white relationships. The gap between the three books is the inner page of the book. The three connected thin lines show the spine. It is very simple and clean, with no extra space. .
8, geometric composition
The signs made of materials in various geometric shapes are all abstract shapes, and they must have distinctive personalities. It is characterized by strong visual impact, good adaptability to production and a strong sense of modernity. For example, “PKU Founderâ€, in order to express the feeling of “Founderâ€, the designer adopted the white party to set up Black, square duplication, and squarely dealt with methods, which are associated with the name of the company, so that its allegiance is highlighted. The repetition of the square only has no personality, so the top left corner of Black is cut off, which not only preserves the integrity of White, but also makes the logo's image characteristics clear. The symbol's feeling is very good, very simple and generous. The "International Wool Bureau" logo is composed of repeating arcs. The three groups of arcs show a feeling of softness and fluffiness, and the image is very characteristic. "Mitsubishi" sign is concise and concise, the image features are very clear, and the visual impact is particularly strong. The basic elements of "Design Things" are the most basic squares, circles, and triangles that are commonly used in designing. After being arranged, it looks like a small house. It is concise and clear. In the design of geometrically formed logos, the use of graphic speciality, dislocation, and changes in the direction of movement can also create very distinctive signs.
9, comprehensive composition
The signs of any two or more combinations of materials mentioned above belong to the category of comprehensive composition. In general, a material composition should be used to highlight the subject image or body text. The composition of the following signs are very characteristic and their expression methods are different. The second one is the sign of “Living Space Studioâ€. The performance of the graphics seems to be drawn by the designers, which makes them look casual and very personal. It is worth mentioning that the hair represented by a short straight line has a little more on the right side of the head shape. No matter what it is, its appearance breaks the symmetrical pattern, makes the logo appear vivid, and the image features stronger. The treatment is very neat and contrasts with the casualness of the graphic. The whole logo design gives people the feeling that it is both chic and rigorous. The logo design language is excellent.
Fifth, the sign of creativity and composition method
1, the ultimate goal of logo design to pursue Our design of trademarks should pursue such goals: a unique perspective and creativity, personality and characteristics of the image features, form and content of the close integration, unique logo design language, modern sense. The trademark we design should be distanced from all signs. If it is not careful and “crashesâ€, no matter if it is creative or graphic, it should be done without hesitation.
2. The design of the logo The creative idea of ​​the program must be creative thinking: The perspective of observing and analyzing the problem is different, the starting point of the design is different, and the form of expression is unique. In the design process, we can refer to such a process: First of all, we need to list the contents that must be expressed in texts, rank them in order of importance and priority, and have a good idea. I call this a "head job." Then, from different perspectives on different content, looking for the best entry point, identifying and starting to design the basic material that constitutes the trademark. Finally, compare, filter and optimize the designed materials, select the most important and representative materials, and reconstruct the materials and restructure them to deal with black and white and spatial relationships until a satisfactory trademark is formed.
3. Excellent Logo Design Example In order to vividly reproduce the design process of a logo, we use the “China Philharmonic Male Chorus†logo as an example to analyze how a logo is creative and what constitutes the most important The most basic link.
The “China Philharmonic Male Choir Logo†is one of Mr. Chen’s carefully designed logos. There are two main points in the content of this sign: First, "chorus" - it is neither solo nor reincarnation. "Chorus" is a distinctive feature of it. The second is the "male" chorus - it is different from the female voice, but also different from the male and female chorus, we can imagine that the most prominent feature of the male chorus is the majestic momentum of the men's singing, this is another distinctive feature of it. How to express the above specific content, how to express the momentum of male chorus, where to start design materials, and a series of issues must be carefully considered before designing. It is not easy to show such a wealth of specific content on the logo of a place.
Men's English is "MAN", starting from English words, the foreign letter "M" as the basic material for logo design. The letter M was redesigned and a dot was added to the top of M. It became like a half-length man in a suit. It was a very smart idea. As long as there is a person with a little bit of common sense in English, one can effortlessly associate the image with the very precise shape and connotation created by the letter's meaning, and use this as the basic material for the logo. A man’s image is not enough to reflect the momentum of the “China Philharmonic Boys' Choirâ€. Therefore, these three basic forms are juxtaposed, and six more dots are designed on the top. The “symbols†of the nine choirs represented by the men's image are staggered. Basically formed, a big feeling came out, and it was very imposing! However, as a sign, it needs further simplification. Therefore, on this basis, we continue to do "subtraction", rearrange, and reframe. Namely: the two basic shapes are juxtaposed, and a dot is designed in the middle to symbolize a person in the back row. Two dots are designed above the combined image. The chorus of the five men's image represents a simpler design than the original design. Much more, but also retained its momentum. It should be said that the author is still not satisfied. He feels that the logo is not concise enough and needs to be streamlined. How to reduce it? You can't just make a fuss over the basic material arrangement and you should think about new ways. As a result, the basic shape of the original design was pulled down and the material was redesigned. Still based on the foreign letter "M", two "M"s are connected to form an image that resembles a man's upper body and a "Great Wall". Three points are designed above this basic shape and a new man's choir is born. The meaning of the letter “M†and the Great Wall momentum formed by the combination of the male image represented by the combination of “M†and “M†expresses the specific meaning of the “China Philharmonic Boys Chorusâ€.
However, the author is still not satisfied. He has a higher goal. He also wants to dig deeper: - Zoom in on one of the three points above the image of the Great Wall. A new visual image emerges: The front center seems to be the orchestra's command The back of the team, the drooping arms are so vivid, and the back is like the image of two music team members. Even if they look together, they look like the Great Wall. Their combination is nothing more than what they are. It finally becomes A very successful "sign with a specific meaning" - "China Philharmonic Male Chorus"! We can see the designer's rich knowledge, bold ideas, rigorous work style, unique expression techniques and hard work in the whole process of combining the creative, material design and structure of this logo into a new “symbolâ€. ! This is worthy of our serious study and reference.
In teaching, through analysis, comparison, practice. Students can continue to understand relevant theories during practice and improve their design skills. Students' progress can be seen. The key is the change of ideas. In particular, the understanding and grasp of the logo design language, the abstract shape, shape and shape of the shape, shape and space, negative design, understanding and grasp of the logo's appearance and additional appearance are all crucial. Below are some of the student's class assignments. We can see that as long as students basically understand the language of logo design and master the basic methods, under the guidance of teachers, students can create a good work, and some works can also be obtained through active learning and active learning. Various awards in the society. List of student assignments: Wang Yu, Yu Dan, Feng Dayu, Luo Min, Liu Yanrong, Xiao Yu, Che Jing, Wang Jing, Zhang Yongchao, Luo Yinxia, ​​Gao Jian, Wang Xing, Bing Biao, Chen Changlong, Zhang Jiangwei, Ma Chengpeng, Chen Wenmo, Zhang Wenting, Zheng Huanyi, Hu Jinting. Author Xia Dianqing graduated from the Central Academy of Arts and Crafts, packaging in China. Member of the 3rd, 4th and 5th National Committee of the Association Design Committee, member of the Chinese Arts and Crafts Institute, deputy chairman of the Design Committee of the Hubei Packaging Association, director of the Hubei Provincial Science Artists Association, and member of the Wuhan Artists Association.
Author / Xia Dingqing