Thick capital, the full name of thick capital equity investment fund management company, invests in private enterprises through private placement, and then sells its shares through listing, mergers and acquisitions or management buyback to make profits. There is no doubt that when designing such a company, the element of "trust" will be regarded as the highest priority. Secondly, we should express "authority". As an abstract industry category, finance's expression of the industry itself is not the focus of design.
Trust: Symbols can always convey all kinds of information at the subconscious level. Trust, as an abstract concept, is not represented as a graphic in Logo, but more often as a form. A trustworthy Logo usually has a solid and stable structure, that is to say, if it is text, it will not be handwritten, with soft rounded corners and fuzzy arcs. As a figure, the outline is usually hard and the center of gravity is low. In structures with unstable centers of gravity, such as inverted triangles or ellipses, it is usually difficult to convey this emotion.
Authority: Your company can be registered only three days ago, but your brand image cannot be conveyed to your customers in this way. The so-called authority, in other words, is a long business history. A company that has been in business for 30 years is always more reassuring than a company that has been established for 3 months. The authoritative expression of graphics is mainly to highlight the sense of the times. Using some representative elements of the times can give Logo a special flavor of the times. Fortunately, this draft Logo is mainly completed by combining letters in negative space. There is no better carrier to express the times than letters.
Just mentioned, a Logo that can convey "trust" is usually simple and stable. This means that we'd better not use the combination of two letters in our design. This will lead to the complexity of the whole graphic structure, thus making the Logo appear frivolous.
Just like the letter "H", as long as the vertical pens on both sides can be preserved, what elements are filled between the two pens will be regarded as the letter "H", which is the basis for the establishment of this Logo in structure.
The next step is to integrate the letter "S" through negative space, and it is not difficult to put the letter "S" in. It is difficult to measure the mutual erosion relationship between the figure and the bottom, and find the most balanced point for further processing. This part of the operation does not have much writing skills, and more is to consider the designer's own understanding of the design.
The original manuscript is modified on the basis of the grass fruit on the far left in the above picture, with emphasis on retaining the integrity of H, making the fused S look a bit nondescript.
The revised manuscript S has eroded part of the text structure of H, but it looks more beautiful and harmonious.
Under normal circumstances, the financial Logo will not express the abstract concept of "finance" too concretely. This Logo cleverly takes S as negative space and H as orthomorphism. If any kind of serif is used to design, the serif will naturally form a vertical gap, which can be expressed by the fusion S? Which is the dollar symbol.
To sum up, the final manuscript can be obtained if the graphics are matched with the square and steady text combination.
Logo design conveys two things, one is entity and the other is emotion. Entity is easy to master because it is straightforward and nothing more than form and expression. Emotion is difficult to express because of its abstraction. Fortunately, people's perceptual knowledge of visual elements is not static, but is educated by the environment. Therefore, a large number of statistical cases and the analysis of the same expression elements can be regarded as a learning idea.