Several forms of logo design

1. Concrete expression form:

Concrete expression is a form of expression that is faithful to the natural form of objective objects and uses highly summarized and refined concrete graphics to design the objective objects. . It has distinctive image characteristics, condensing and refining, generalizing and simplifying real objects, highlighting and exaggerating their essential factors. The form of logo design cannot be similar to the form of painting, but should be organized in a graphic way; grasp the spiritual temperament of the object, strengthen the morphological characteristics of the image, and simplify the structural pattern, thereby achieving the beauty of harmony and forming a A simple and distinctive feature to present the specific content to be expressed. The logo is a kind of information carrier, and the recipient is the broad masses of the people. The concrete logo has the popularity of graphics and highly clear recognition. It is relatively free in expression and full of personality. It is easy to convey the essence of the logo with a fresh and bright visual image and is accepted by the broad masses of the people.

The forms of representation of concrete signs can be divided into:

(1) Human figure graphics:

The concept of human figure refers to both the entire human body and its parts of the body, such as limbs, facial features, etc. Information exchange between people is not only reflected in language and words, but also hidden in people's postures and expressions. The posture of the human body is mainly reflected in two aspects: one is the movement of the entire human body, but the dynamics of the limbs. Human body postures and movements can completely convey a concise and clear concept, such as thoughts, feelings, psychology, reference and relationships. The dynamics of the body are concentrated in human hands. Gestures are the most commonly used tool for communicating ideas besides spoken and written language. Human head movements, facial expressions, and facial features are also common themes unique to visual communication design.

(2) Animal-shaped graphics:

The theme with animals as symbols is a very old logo theme. As early as ancient times, people used animals as symbols of totem worship. People at that time believed that each clan had a special relationship with some kind of animal, plant or inanimate thing. In fact, humans have never stopped worshiping animals. Even in today's highly developed world, we can still see animal shapes as logos of companies or organizations and as trademarks of products in merchandise.

(3) Plant-shaped graphics:

Plants are often symbols of beauty, used to express good luck and good luck. The plant shape in the logo is influenced by at least two aspects: first, the influence of decorative patterns. Decorative patterns are not direct imitations of plants, but graphic structures are formed and then combined with specific plants to produce specific decorative names. This is particularly prominent in ancient heraldry. The second is the influence of geometry. Most modern iconic plant shapes are classified into geometric shapes such as circles, squares, triangles, etc., showing the influence of structuralism and style parties in modern art on logo design.

(4) Graphics of utensil shapes:

Utensils are a general term for various utensils. It covers a wide range and variety. Physically, they range from towering buildings and huge vehicles to pencils, electrical sockets and plugs, stationery, tableware, etc.

(5) Natural shapes:

Natural phenomena are symbols of mysterious natural forces. Since the birth of human beings, it has been associated with immense power and endless changes, and the eternal design theme has also found its home here. Astrology, water and Mars are common themes for this type of logo.

2. Abstract expression form:

Abstract expression form uses abstract graphic symbols to express the meaning of the logo, and uses rationally planned geometric figures or symbols as the form of expression. In modern society, new types of goods are increasing day by day, and organizations that provide equipment, technology and materials are also increasingly using logos. The design of these logos is difficult to accomplish if still using ordinary expression methods. It is necessary to create a symbol that implies a meaning or represents an abstract feature of the institution. Abstract expressions are suitable for such situations.

In order to transform the non-imagery into visible characteristic graphics, the designer should abstract the characteristic part of the expression object when designing creativity, and can use purely rational abstract points, lines, surfaces, and bodies to form symbolic or simulated features. image. Abstract forms of logos simply express the feelings and ideas of the object, and have profound connotations and mysterious meanings. The shape is simple and intriguing, producing a sense of rational order, or it has a strong sense of modernity and visual impact, giving the viewer a good impression and deep memory.

Abstract logo expressions can be divided into:

(1) Circular logo graphics:

A circle has a single center point. It moves according to this point, causing radiating activities equidistantly to the surroundings, or activities concentrated from the surroundings to the central point. In other words, the circle easily attracts visual attention and forms the visual center. In the aesthetic psychology of the ancient Chinese people, the philosophical attitude toward the universe and all things was often melted into such a circle, forming the national psychological characteristics of seeking perfection, fulfillment, and roundness. Circular logo graphics can generally be divided into perfect circles, ovals and compound shapes.

(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 a certain directionality. Four shapes usually include: square, rectangle, trapezoid, rhombus, etc. A square has the properties of a circle, having a center but four corners with unclear directions. Compared with squares, rectangles have certain directionality. The trapezoid has both the nature of a diagonal line and an obvious directionality. Moreover, the trapezoid has the nature of a diagonal line and also has obvious directionality. And the center of the trapezoid is off. The rhombus is a variation of the square shape and has an unstable feel.

(3) Triangular logo graphics:

Most of the triangles appearing in the logo are equilateral or isosceles triangles. There are two main forms of this type of triangle: one is an equilateral triangle, which looks particularly stable; the other is an inverted triangle, which supports the wide top on a fulcrum, forming an extremely dangerous balance method. Other forms of triangles are less visually stable due to deviation or loss of vertical orientation and cannot withstand people's long-term attention, so they are rarely used in logo design.

(4) Polygonal logo graphics;

Polygons are composed of a variety of geometric shapes. There are generally two ways of composition: one is composed of various geometric shapes cut into each other, such as circles and squares; the other is composed of various 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 represent a variety of forms and content. However, in terms of visual memory, polygons are not as easy to remember as other simple geometric shapes.

(5) Directional logo graphics:

Although the directional shape has many shapes, the arrow shape is its basic shape, and other changes are derived from it, so the directional shape Also called arrow shape. The original meaning of arrow-shaped is arrow, and its extended meaning is to point or toward. In space, its angles and directions are different, and its meanings are also different. If the arrow points upward, it means rising and upright; if the arrow points downward, it means lowering and pointing down. Therefore, changes in the meaning of directional shapes mainly come from three aspects: first, direction changes, second, quantitative changes, and third, state changes. Changes in direction establish or change the basic meaning of the direction shape. Quantity changes add bidirectional and multidirectional meanings. The change of state implies its speed, twists and turns.

3. Text expression form:

Text expression is a combination of logo image and font to form a whole. A logo is a visual graphic, but a written logo has both cloud characteristics and phonetic form. Words are a conventional mark, and they are visual. Currently, 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 have provided a wide range of choices for font design.

(1) Chinese character logo graphics:

Chinese characters are considered to be a model of form and ideograms. The Chinese characters currently used evolved from oracle bone inscriptions and bronze inscriptions.

In terms of form, it gradually changes from graphics to strokes, pictograms to symbols, and complexity to simplicity; in terms of the principle of character creation, it changes from form, meaning to phonetic sound. Therefore, the amount of information, richness and clarity of meaning of a single Chinese character clearly exceeds that of the Latin alphabet that expresses sounds.

As the basic shape of logos, Chinese characters are often one of the ways we explore the nationalization of logo design. In our country's traditional habits, the ancients used factors such as character shapes, pronunciations, and word meanings to make clever combinations. There are many examples of this. For example, the word "xi" has two characters for "hi", three characters for "hi", and even four characters for "hi"; for the character "shou", there are the characters for "long-shaped longevity", "tuanhuashou", etc., and its variations are countless. The combination of the word "福" and the bat represents "福", the use of fish represents "abundant auspiciousness", and the use of Baji and Ruyi to represent "good luck and good fortune" all fully utilize the symbolic meaning of words. In terms of shape, Chinese character logos can generally be divided into two forms: single characters and ligatures.

(2) Latin letter logo graphics;

Latin letters have geometric modeling characteristics, which are often the basis for logo designers to base their ideas on. As a relatively universal text, the Latin alphabet can shorten distances in communication. The Latin alphabet shows the advantages of conciseness and variety of shapes in design. Therefore, logos designed with Latin letters have become a huge new force in the logo group, and have always occupied a dominant position, constantly affecting the direction and development trend of logo design. In terms of the amount of information, the Latin letter logo emphasizes simplicity and clarity, using the least amount of pen and ink to convey the maximum amount of information; in terms of shape, it advocates the visibility of graphics and requires clear and durable graphics; in terms of conception, it advocates starting from the content and its meaning. Adapt the logo to the nature and characteristics of the product and organization; in terms of design techniques, a combination of letter combinations and pictograms is generally adopted. The letter combinations include letter abbreviation combinations, full name letter combinations, single letters and other forms.

(3) Digital logo graphics:

With numbers as the basis of logo modeling, there are at least three points that should attract our attention: First, the uniqueness. The current use of numbers as logos is not the same. Not common, rarity is also a reflection of uniqueness. The second is the profundity of memory, which is based on uniqueness. In modern society, people generally have an innate sensitivity to numbers. The third is the novelty of the shape. Compared with words and other forms, numbers are extremely simple, easy to identify, and easy to change forms. In fact, some of the revamped digital looks are extremely attractive and modern. Therefore, this is also an innovative path for logo design. In particular, the digital modeling of Chinese characters has been ignored by people. Digital logo design graphics can generally be divided into Arabic numerals and Chinese character digital logo design graphics. A LOGO is mainly divided into two parts - text and graphics, but only one of them can be used as the design theme.