Business Logo Design Teaching Theory Form 1

The fifth chapter is the main form of logo design rules

Logo design is a kind of "enrichment" 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 a rational scrutiny of the relationship between the constituent elements in the logo, such as contrast, harmonization, and rhythm. 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 contrasting 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.

● 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.

● 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 to create a very interesting and impressive impression.

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 physical and visual, concise and independent. The contrast between the positive and negative forms is essentially the contrast between the light and darkness of the body, ie the contrast between black and white. Even the color sign requires that the positive sign and the negative sign acquire contrast in the lightness and set off each other to make the image effect clearer. More attractive.

● 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.

● detergent company logo

This sign is an obvious “h” shape, and the h-shape is naturally subtly formed with a blank star, so that the positive and negative shapes are coordinated and the shapes are 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.

●LMASGLICA movie company logo

The complete image of the combination of large round and oval shapes. It gives people a visually intensive overall feeling, but having a radial auxiliary shape is the focus of visual impact, making its logo surprising, more unique and modern.

● Japan Halley Association logo

Its large area star shape is the main image of this symbol, and the sudden break in the right corner and the small stars along the original star trajectory but the knot symbol injects an active atmosphere, but also represents 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.

● 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, and sometimes it is the opposite. But no matter what kind of collocation design. Its logo should maintain a clear theme and completeness.

●Building Materials Manufacturing Sales Company Logo

This is a brand logo based on the ASK alphabet. This logo in the A and K letters has skillfully formed the profile of two people. Although the avatar is a negative shape, it plays an auxiliary design role. However, the logo still retains its overall alphabet-based recognition.

● 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.

●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 a clever structure.

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, note 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)