There are many fundamental laws in nature around us. The laws of nature keep the whole universe running through the transfer, storage and connection of energy.
nature has a complex equilibrium system with different elements interrelated, in which intricate information exchange interpenetrates to form laws and processes, and these laws and processes work together to form professional and purposeful results. Nature, like a superb economist, can always get the maximum output with the minimum input. In this ingenious system, everything will not be wasted, and everything will be used. And all this is done in a subtle moment. In part of this series of articles, we talked about the power of conformity, symbolism and intuition, and this time we will talk about the role of natural laws.
the core of the law lies in its repeatability. Laws are continuous like stories. In order to survive, human beings must learn the natural language. The regular migration of animal populations, the shifting of stars in the sky and the characteristics of different landforms are typical and predictable natural laws. As designers, we need to rely on this stable natural law. Bionics is not only useful for product and industrial design. If we can combine logo with the natural laws that human beings are born with, we can make the graphics with biological blueprint have stronger information transmission ability.
the relationship between natural law and design
natural law will establish a relationship between forces that are dynamically opposed, seemingly unrelated to each other or invisible to the eyes, so it can be said that there is communication between everything in the world. Designers can bring their own understanding of this phenomenon into logo? Genes? Among them, it has the ability to contact all things, thus forming a broader extension. Intuition has been imprinted on our minds long before the emergence of civilization, so it will not be restricted by culture and language. Therefore, intuition is the most direct way to establish contact with the audience.
Understanding the laws of nature can help designers choose the most suitable visual elements to express the unique characteristics of customers, and at the same time, reasonably apply the concept of simplicity and universality. As long as we can let the audience connect the design with the relevant visual information of the brain at first sight, it is very likely that they will further accept the information we want to convey from the details later.
Different core natural laws can be combined with each other in a stable and efficient way, so it also has sufficient practical operation value in three-dimensional space. These basic and core natural laws constitute various processes that are ubiquitous in the universe from micro to macro. Then, considering that exercise is the foundation of life, let's start with the law of exercise.
Law of motion: Bifurcation and meandering
Motion can transfer energy from one place to another, which exists in various scenes. Branches and roots, rivers, blood vessels and nerve centers, and streams meander through the circuits of grassland, brain and intestine, which are typical energy transfer processes.
The natural law of bifurcation can transfer energy from leaves to trees, and from pulse to nervous system, while the soothing river tributaries, like the brain or intestines, will roll over and deliver energy to vast land.
the purpose of bifurcation and meandering is as shown in its form: connecting the starting point with the end point in the form of a line. Our body fluids can send air, water and nutrients into and out of the body through an extremely complicated pipeline system; Plants can convert sunlight into energy through leaves and then transmit it to all parts of the tree through branches, stems, trunks and roots; Waterways meander all over the earth's surface through continuous bifurcation and meandering, bringing water and nutrition to animals and plants; Lightning can convert carbon and nitrogen into nutrients for plants to absorb through the soil.
although the two basic laws of movement are different from each other, they are also very efficient. Bifurcation is a direct and rude rule, while meandering runs to the end in a soft way. The reason (everything in nature has a reason) is that the purpose of bifurcation is to transfer energy to the next destination quickly and efficiently, while the purpose of meandering is to reach the end point slowly and evenly in a curved way, and distribute energy along the way to increase the coverage area as much as possible (which can be used as we do? Horn? Or? Curve? As a reference for the main shape).
Bifurcation mode in logo
The LOGO of p>ISTEC contains rich cultural and technical connotations, which show the company's information in a very direct way. ISTEC is a non-profit organization, whose main responsibility is to purchase technical software, hardware and training services through large-scale scientific and technological enterprises in the United States, and then provide them to universities in Central America, South America, Spain and Portugal. This company, which mainly provides technical services, has access to many outstanding graduates who participate in its non-profit projects, and the two sides can exchange interests to a certain extent.
The potential bifurcated pattern in its logo intuitively shows the movement pattern, and then explains the process of exchange. Considering that the main job of this technology transfer company is to transfer mainstream (or urgently needed) technology in different regions, this symbolic technique is very appropriate. The whole logo is square, which further emphasizes the stability and reliability of the client company, which is very important in representing new technologies and establishing cross-cultural ties.
The conceptual process of this logo is closely related to customers from the cultural and technical perspectives, and at the same time, it also contains a bifurcated pattern that echoes the theme of technology transfer, providing further support for the design.
meandering mode in p>Logo
meandering can transfer energy just like bifurcation, but there is a big difference: it is not in a hurry, and it has fluidity and freedom. Duffy+Partners' Bahamian brand building project has adopted different and dynamic shapes and colors. Generally speaking, the meandering pattern structure is loose, so it is not common in logo design, but this case (combined with its background of tourism, entertainment and free shuttle between islands) is very suitable.
The designer's design process shows the conceptual development of integrating island chains with typical bright plant systems in the Caribbean to form logo visual clues.
at first glance, this logo doesn't look like a meander, but we need to look deep through the surface. Island chains are essentially interconnected below sea level (the designer also considered the elements of the map in the concept draft). Bright colors, unorganized shapes and potential meandering patterns all conform to the brand concept of this relaxing and entertaining tropical resort.
stacking and bonding rules: hexagon and other embedded shapes
stacking and filling shapes have two main purposes in nature: to store and stabilize energy for future use. Air-dried mud, bubbles and cracked cement are generally mixed with 12? The left and right angles are broken. There is a reason for this. Nature is composed of spherical atoms, molecules, germs, viruses and cells, which can achieve the closest closeness when they are attached to their own kind (that is, by 12? Hexagonal angle).
spherical objects constitute most of the physical space, and the closest fit can be achieved in the form of six circles and one. When an object is squeezed by heat, gravity and pressure in physical space, it will form a hexagon. This professional rule is called mosaic, which will not produce any blank or redundant overlap, just like a jigsaw puzzle. This professional fit makes it the most efficient and stable form of capacity storage. In addition to hexagon, there are two other shapes that can achieve cohesion: quadrilateral and triangle.
typical stacking and bonding: cracks in cement floor will be from molecular level to 12? Angle, and then expand, forming the law of self-similarity. The professional shape of honeycomb has high strength and space utilization efficiency, and architect BuckminsterFuller adopted this shape in his super energy-saving grid dome design.
Stacking and fitting mode in p>Logo
Stacking and fitting mode is perfect for companies that need to convey security and store information in space. In fact, all kinds of angular shapes can fall into this category (triangles, rectangles and squares will be discussed in the third section). Angled shapes can be placed with edges as the bottom, and each corner constitutes an accurate measuring point. This form shows stability and accuracy, and can be used to reflect transparency and integrity. For something that can be accurately measured, we often think that it is? Real? Or? Reliable? .
banks and other financial companies like angular shapes, and many contractors and other companies that want to express reliable information often use this model. It should be noted that today's technology makes it easy for us to deal with decimals: therefore, we must strengthen the concept of security, especially in digital currency. )
HSBC, Chase Bank, NYSE and many other financial institutions have adopted angles in their designs to strengthen the concept of security and stability.
law of linking and derivation: spiral and spiral
spiral and spiral are similar in shape, but different in function, which is very similar to meandering and bifurcation. The diameter of the spiral does not expand or contract, but always keeps a constant distance from the center, so that it can penetrate solid structures or resist strong forces. The motion path of spiral will continue to expand in geometric space, forming a self-similarity curve. Of course, both of them have different but interrelated functions.
spirals
spirals can collect energy and then use it for various purposes. In nature, single helix can be seen in funnel clouds, tornado and other energy convergence phenomena. Humans have applied this principle to tool design, creating electric drills to penetrate hard structures, and screwdrivers to pull plugs and so on. If two spiral structures are used together for reciprocating motion, a complementary relationship can be formed to combine two opposing objects. The double helix can be seen in DNA, which can integrate the necessary information into the genetic blueprint to create the next generation.
Spiral can convey the message of unity of opposites, concentrate energy on one point and strengthen the connection between different generations. Below I choose an example of an acupuncture clinic to illustrate this model. After fully understanding the principle of this model, you can confirm whether your intuitive choice is correct. Intuition is the most mysterious of our senses, which can help us make correct judgments. (See section? The power of symbols, symbols and intuition. Understanding this information can also help you explain your ideas to customers. We can explain logo in the form of story telling, which will be easier.
a few years ago, I designed this logo for a health clinic focusing on Chinese medicine. The founder of the clinic was originally a western doctor, but later it expanded its business scope to acupuncture. I just used the form of mercury scepter to combine the energy balance emphasized by traditional western medicine and oriental medicine. This kind of logo doesn't need much conceptual thinking. As you can see, the final plan is basically set in my first draft (reminding everyone to explore their inner creativity through intuition from time to time). This logo of integrated traditional Chinese and western medicine represents two medical forms, and the spiral structure also shows the effect of acupuncture to stimulate the energy burst of the body through puncture.
spirals
The originality and derivative meaning of spirals lies in the ability to connect different energies with each other. The construction of logarithmic spiral in mathematics fully demonstrates this point in geometry: a spiral that grows through geometric form at a gradual rate. The interconnected circle that creates phi spiral expounds its formation in form.
phi spiral is composed of a series of circles that are constantly expanding and gradually on the geometric plane, which are connected with each other at the intersection. This structure comes from Fibonacci sequence.
The ever-advancing spiral represents the growth of nature, and it is the only form that can be regarded as a shape as well as a natural pattern (for more information about spiral, please see Section III: How does geometric shape affect logo design? This model can show how new life gradually unfolds into the world. This pattern is common in the study of embryos and germinated seeds.
the logo of ValleEncantado contains both spirals and spirals. In logo, the spiral guarded by a curled shovel represents the high-intensity work required for digging and planting, and at the same time, the gradual spiral in logarithmic form points to the creativity of food production. Other graphic elements in the design meet other requirements of customers (please see the section? The power of conformity, symbolism and intuition. )
The process of purifying general information to obtain targeted information can bring great value to the audience. When you cultivate your awareness of various basic patterns of nature, you can integrate them into strategies for logo design.
can the fusion of different forms strengthen your message at all levels? Sort out the audience's intuition and interest step by step from a glance. By combining symbols and symbols, various forms can bring a higher level of information transmission depth to your logo.