Use the basic principles of plane composition, combine contrast, contrast, decoration, three-dimensional and other design expression methods to refine, summarize, process and beautify, rationally and fully explore the rules of composition, and apply it to brand logo design middle.
Logo is a media symbol that carries the charm of the brand, and it is also a spiritual and cultural symbol that embodies the interests of the brand and the audience. Using the basic principles of plane composition, the visual form is decomposed into the basic visual elements of points, lines, and surfaces. The form is composed through design and innovation. After analysis and research, it is recombined according to the rules of formal beauty, thereby creating an excellent product that conforms to the brand design positioning. logo. Excellent logos can be effectively communicated, making the image of the brand logo more contagious in depth and exuding the unique charm of modern art design, thus bringing greater benefits to the brand.
Brand is an emotional link between an enterprise and the public that has been gradually established through long-term management. It includes the image recognition and recognition of the company’s products or services by consumers, and is also an emotional link. Integration with culture. A logo is a media symbol that carries the charm of a brand, and is also a spiritual and cultural symbol that embodies the interests of the brand and the audience. The corporate brand image established through the logo interprets the characteristics and spiritual outlook of its times.
The design must follow the principles of simplicity, clarity, beauty and eye-catchingness, and the theoretical basis on which it is based is plane composition. By decomposing, combining, and arranging plane elements and shapes in a certain order and regularity in a two-dimensional space, an ideal visual form is formed, which reflects the easy dissemination of brand logos.
Aesthetic connotation in logo design
The aesthetic form of logo design is not an intuitive or direct measurement, but more of a visual and perceptual understanding and recognition. A good brand name is important, but it is too weak to achieve the purpose of promoting the brand in the form of words, and it is far less impressive than designing vivid graphic symbols. There are differences between textual information and visual graphics. People's attention is first attracted to creative graphics. The logo has become the core of brand design. "Simple form" and "rich semantics" are the necessary qualities of an excellent brand logo. "Rich semantics" is the premise, and "concise form" must be based on "rich semantics".
Strive to use the most concise graphic elements to express the richest semantic connotation. "Simplicity of form" requires highlighting the essence of things, pursuing precise expression of form and high visual performance, retaining and strengthening the main features, that is, showing unique meaning through concise images in logo design, making it easy to convey information.
Clear symbols can give consumers a cleaner vision and convey information clearly and clearly. "Rich meaning" requires that the design can stimulate people's subjective imagination and deeply reflect the rich meaning inherent in the logo. The various emotions conveyed in the logo are condensed into concise and vivid image symbols, implicitly providing consumers with a broad imagination space, thus reflecting the simple and implicit aesthetic connotation and artistic charm.
Application of constituent elements
Brand logo is a graphic symbol, which is embodied in the organization of geometric elements such as points, lines, and planes into abstract forms, and then regular or Irregular combinations. Although individual points, lines, and surfaces do not have any meaning, through a certain combination of organizational form and regularity, and then combined with a certain brand name, a meaningful logo can be generated.
As the smallest unit of existence among visual elements, "point" is relative. Different shapes of dots can visually reflect different personalities and are ever-changing, and their different combinations of density and direction can form different rhythms and rhythms. Used in logo design, it can make a simple graphic create a sense of space, while strengthening the visual cohesion of the design subject and enhancing the readability of the logo. The different shape changes of the dots can also create a relaxed and dynamic artistic conception, reflecting the original design concept and full of vitality in the seemingly casual performance. Expressing a three-dimensional sense of depth within a limited two-dimensional plane is the fascinating charm of logo design.
Compared with points, lines have length, shape, texture and direction.
It is a moving trajectory of points with a strong sense of speed. It can be a straight line, a curve or a free line. Different linear lines reflect different visual characteristics. In logo design, the combination and relationship between lines, such as repetition, parallelism, intersection, density, etc., can reflect different visual orders and emotions, and can be fully utilized in design.
Line shapes are used to express a sense of rapid flow. Lines with varying thicknesses reflect a certain sense of rhythm and the relationship between reality and reality, highlighting the characteristics and spirit of the enterprise. Compared with thin lines, thick lines are more likely to attract attention and can focus the line of sight. Complex changes in irregular lines can also produce subtle changes in strength, direction, and speed.
Application of form
The design techniques of brand logos are diverse, and the various parts of the form are closely connected, embodying rich and delicate features while adhering to certain basic principles of form beauty. connotation. Effective use of relevant forms of plane composition can allow logo design to reflect more regular formal beauty. Gradient is the gradual and regular change of the "basic shape". It is mainly reflected in the logo design that the basic shape changes from large to small or from small to large, thus reflecting the depth and rhythm of the space.
Emission is the visual image presented by multiple basic shapes surrounding a central point, just like the light emitted from a light source, radiating outward. The emission composition generally strengthens the emission center point so that the center point forms the visual center of gravity. Using this form of composition in logo design will demonstrate a kind of life force and strong stretch, forming a sense of visual expansion.
In addition to rotation, emission and other structural forms with specific rules, inversion of the bottom of the figure is the most concise and formal design method in morphological composition. It abandons the traditional axially symmetrical design composition method, conforms to the simple and simple logo graphic design characteristics, and is reflected in the design in a more varied, smart and casual way. It is novel and unique, giving people a double illusion, thereby conveying Multiple semantics.
The picture and the bottom set off and are related to each other. The two shapes use outlines to reflect the infinite creative connotation in the limited picture, which increases the reading interest and form of the logo design. Beauty also makes the overall visual effect stronger, more concise, rich in metaphor and decorative meaning.
Logo is an art design with symbolic meaning, which conveys spirit and culture through symbols. The core of a brand logo is to spread information, and its design is a long-lasting, concrete process of innovative and creative thinking. With the continuous development of new media technology, brand concepts continue to be deeply rooted in people's hearts, and the novelty, originality, and high recognition of logos have become the key to design concepts. An excellent brand logo can not only bring continuous profits to the enterprise, but also reflect the corporate culture.
Different from corporate logos, brand logos focus more on reflecting the life emotions derived from the brand. It mainly depends on whether it conforms to the inner experience of the brand, whether it has positive cultural beliefs and spiritual outlook, and whether it can reflect a certain artistic accomplishment in a limited symbol. These are all important criteria for measuring the excellence of a brand logo. Compared with other types of logos, brand logos are more open and inclusive, and the expressions of text and graphics tend to be more diverse. These diversified expressions require designers to achieve the "ideal shape" through processing "composition". The use of flat composition can make the design of brand logo more systematic, concise and clear.
Use the basic principles of plane composition, combine contrast, contrast, decoration, three-dimensional and other design expression methods to refine, summarize, process and beautify, rationally and fully explore the rules of composition, and apply it to brand logo design middle.
The visual form is decomposed into the basic visual elements of points, lines, and surfaces, and through analysis and research, they are recombined according to the rules of formal beauty to create works that conform to the brand positioning. It can bring unique and novel design expressions and spiritual and emotional experiences, and can cater to the consumer needs of the public. Only then can the brand logo be more infectious in depth, exuding the unique charm of modern art design, thereby providing brand products with bring greater benefits.
Logo is the foreign language abbreviation of logo or trademark. It is the abbreviation of LOGOtype. It is a small visual design used to identify the identity. It plays a role in identifying and promoting the company that owns the logo. Through the image of the logo, It allows consumers to remember the company and brand culture. Logos on the Internet are mainly graphic signs used by various websites to link to other websites, representing a website or a section of the website