The fifth chapter is the main form of logo design rules
Logo design is a kind of "enriched" design. It is not only the creative concentration of design concepts and ideas, but also the visual concentration of the design itself in visual expression. Different logo designs should be represented or abstracted from different perspectives in order to ultimately achieve the core purpose of accurately communicating information.
Logo design is a generalized dialectical law in terms of its formal rules. It requires rationally scrutinizing the contrast, harmonization, rhythm, and other relationships among the constituent elements of the logo during the design process. Its general principle is change and unity, that is, seeking unity in change, seeking change in unity, and finally making the sign concise, clear, unified, and perfect in the expression of visual language.
There are many formal rules of logo design. This chapter only discusses the three main forms of contrast, harmony and rhythm.
First, compare
Contrast is a kind of reverse set, that is, through the contrast between different shapes and shapes, it highlights the differences in each part of the whole, making the local inherent personality more powerful and more unique.
1, the shape of the contrast
The appearance of a variety of different natures and juxtapositions has its own comparative relationship. If differences are made so that their respective personalities are greatly strengthened, the sense of form is more distinct. Because of this, we often consider the contrast between natural shapes and artificial shapes, geometric shapes and random shapes, linear shapes and curved shapes, and simple shapes and complex shapes. In logo design, we generally consider two kinds of different shapes and contrasts. This is simple and clear, and the design language is clear and smooth. On the contrary, if a variety of shapes appear together in a single sign, it will inevitably cause a variety of contrasts. This will not only enhance the contrast between bodies, but will weaken the contrast.
â— barbecue shop logo
This is the contrast between geometric shape and random shape, that is, the sharpness and rigor of geometric shapes and the contrast between the boldness and coarseness of calligraphy.
â— Women's shoes store logo
This is a comparison between a straight line and a curved line. Its square shape is tight, while the crescent shape reveals a bit of liveliness and elegance. These two kinds of organic patterns combine with each other and make people feel very impressive.
2. Positive and negative contrast
The image of the logo requires concise and complete. The contrast between positive and negative forms is through the complementary interrelationship between positive and negative forms, so that each form in the visual communication shows both visible and concise, independent. The contrast between the positive and negative forms is essentially a contrast between the light and darkness of the body, ie, the black and white polar colors. Even if it is a color mark, the positive shape and negative shape are required to obtain contrast in the lightness, set off each other, and make the image effect more clear. More attractive.
â— Glasses manufacturer logo
In the shape of the logo, "M" uses the blank shape of M itself to form a cat's image, and M seems to be the outline of the cat's head. This clever combination of positive and negative forms enables the logo to unite all forms and independence.
â— detergent company logo
This sign is an obvious "h" shape, and within the h-shape, a blank star is naturally subtly formed, so that the positive and negative shapes are coordinated, and each shape is also clear and recognizable.
3, area comparison
The size of the image of each component in the logo is one of the factors that cannot be ignored in the visual performance. The big image is dominant in visual performance, has a strong sense of strength, and can control the small image; while the small image is in an auxiliary state, plays a complementary role to the large image, and naturally becomes the focus of the design , attracted people's attention. So, the area of ​​the logo image contrasts. Can appreciate some subtle changes in the whole body. At the same time, it has a strong sense of completeness and unity.
â—LMASGLICA movie company logo
The complete image of the combination of large round and oval shapes. It gives people a visually intense overall feeling, but having a radial auxiliary shape is the focus of visual impact, making its logo surprising, more unique and modern.
â— Japan Halley Association logo
Its large area star shape is the main image of this symbol, while the sudden break in the right corner and the small star along the original star trajectory but the knot symbolizes an active atmosphere, while also representing the tail shape of the comet's operation. Sense of speed.
4. Comparison of mutations
Completely complete graphics are not necessarily vivid. From a comparative perspective, vividness arises from the appropriate "breakthrough" of a complete visual order. Mutation is the rule that breaks the whole composition in a certain position. This part is generally the most important part to be emphasized. Therefore, this remarkable special treatment becomes the center of interest and design focus of this graphic, so that the graphic image is vivid and ingenious. There are many kinds of mutation methods, such as position mutations, shape mutations, area mutations, texture distortions, color mutations, etc. They all can better express the theme and make the design idea more clear.
â— Cotton weaving industry logo
This logo forms a cotton pattern on the letter combinations of the two "t"s, breaking the integrity of the letter combination. Become the attention center of the entire logo, it is vivid, vivid and artfully expresses the characteristics of the industry.
Comparison between primary and secondary
A logo is often composed of two or even more than two figures, and the matching between the figures must be divided into two levels. The main image is undoubtedly the essence of the logo and is the main feeling of vision. The secondary image is the auxiliary and decorative effect of the logo, so that the logo does not appear monotonous and flat. This kind of primary and secondary collocation is particularly prominent in the matching of text and graphics. Sometimes it is mainly graphics and supplemented by text. Sometimes it is the opposite. But no matter what kind of collocation design. Its logo should maintain a clear theme and completeness.
â—Building Materials Manufacturing Sales Company Logo
This is a brand logo based on the ASK alphabet, this logo in the A, K letters ingeniously formed two people's side of the avatar, although the avatar as a negative shape of the flag played a supporting role in the design. However, the logo still retains its overall alphabet-based recognition.
â— Toyo Aquatic Products Co., Ltd. logo
This is also a letter symbol based on TS letters. The seabirds in the letter form a negative role in the overall sign, and at the same time, they clearly indicate the business connotation of the company.
â—JCH photography shop logo
This sign is a clear graphic sign at first glance. However, careful analysis reveals that the names J, C, and H of the shop constitute the nose, eyes, and mouth in the head shape. Therefore, this is a sign that the letters and graphics form ingeniously.
Second, harmony
Reconciliation is a concept corresponding to contrast. In a broad sense, it refers to the constitutional factors of various forms, and eventually achieves a stable, complete, and comfortable effect.
1. repeat
Repetition refers to the formation of a strong sense of order and unity through repeated appearance of a basic form. In order to achieve the purpose of reconciliation. When using repetitive reconciliations, pay attention to the following points:
First, the basic shape itself is highly concise;
The second is the possibility of basic shape combination. That is, a certain relationship can be formed between shape and shape; (to be continued)