Language and Teaching of Logo Design (3)

3, character composition

The composition of figures can be used as material for the whole body and local images (head, hands, eyes, hearts, etc.). The performance methods mainly include the sketch method and the geometric induction method. The so-called silhouette method refers to the positive side of the character using the most specific shape feature, as if it is a silhouette effect. The "boys' legions" logo uses the silhouette method, black and white borrowing, and the three girls' head shapes set off each other, forming a distinctive "10" shape, with a strong sense of form. The so-called geometric induction method refers to the use of geometric shapes to standardize objects and make “people” a new symbolic graphic language. Geometry induction is not the same thing as the “construction of geometries” mentioned later. The former is a figurative shape. It is only a geometric shape to regulate, while the latter is entirely composed of abstract geometric shapes. What does not require anything, but only pay attention to the composition of the geometric beauty. The negative shape of the “neutral rescue center” is a heart. The appearance of the movement makes this sign very characteristic. The human form of “International Literacy Day” uses geometric induction, which is very concise. The peripheral branches are small and soft and complement each other with the main image. The “Taxi” logo is concise. An arc and three straight lines summarize the shape of the handle. With the English taxi, the beckoning feel is vivid, the graphics are beautiful, and the visual impact is strong.

4, animal composition

The signs made of animals as the material, with particular emphasis on animal characteristics and dynamic performance, are very significant features. Such as: the bird's appearance characteristics and flight dynamics set off through two pieces of black, the two ends of the wings are handled very well, the bird's flight performance feels very lively, you even feel the bird's wings vibrate! If the two wings do not break the color blocks, it will be rigid. Staggered black blocks with staggering movements are unique features of the logo.

The bottom of the triangle in the “West area of ​​Sapporo” was broken by two birds and the pattern was aerated, making it vivid. The basic shape of the two birds is exactly the same, but the size is repeated, the head is opposite, and it has a very interesting life. The three birds on the cross-colored block are also bird-like repeats, but have become rich in simple repetitions and cross-cuts. This is the language of a very smart logo design!

The design of the "racecourse" logo was concise, the horse's shape was very imposing, and the three letters added the finishing touch, making the logo more powerful.

The "China International Airlines" logo designed by Mr. Han Meilin is very clever with the Chinese traditional pattern, Phoenix. Longfeng is an image created by the Chinese people for thousands of years. It is a totem of the ancient ancestors and has strong regional and ethnic styles. In China, dragon and phoenix graphics are graphic features of China that are unmatched by any other graphic. The designers used the crested crutch unearthed in Yunnan as a prototype. Based on the modern design concept, the designer simplified the phoenix figure to only four curves by summarizing and summarizing. The aeronautical sign is mainly used on the rear wing of an aircraft. Its appearance is in line with the shape of the rear wing of the aircraft. It is made into a badge or used for printing. The adaptability of the sign is very good.

The material for the “Successfully Memorized Experiment of Waterless Fish Transport” is a blackfish in the rivers and lakes and a laboratory flask. The principle of waterless fish transport is achieved through the harmless and controllable drug anesthesia of fish. Researchers have succeeded in the laboratory after hundreds of experiments. Before the design, the author conducted a field survey, collected materials, and pondered about the screening, and decided to use the flask for the experiment and the blackfish for Hong Kong (the raw material for making sashimi) as materials. The structure of the logo design is very clever. The negative shape produced by the black fish is an experimental flask. The information in the graphic language is accurate and prompt.

"Flying" logos are geometrically shaped and then created into a bird's shape. They have distanced themselves from the birds in current life. Distorted lines make this trademark image distinctive. There are contrasts and echoes between the shapes of the bird's head, the bird's body, and the wings.

"Dragon" tea trademark is based on the traditional dragon shape of the Han Dynasty. Through the abstract, standard, and black and white space of the shape, its shape is not only a national tradition but also a modern one. It is a very distinctive logo design language. .

5, plant composition

The sign composed of plants as the material usually takes the single image or part of flowers, grasses, or trees as the most, and pays more attention to the appearance characteristics and the organizational structure of the plants. The head-up method and the top-view method are often used. Sometimes it is also possible to get rich results with a simple monomer repeat method.

"Apple Computer" uses the head-up method, and Apple is bitten off. This is its unique image feature. The "symbol" feels stronger and the logo design language is more typical. Just think, if Apple's image has no gaps, it is just an ordinary fruit figure. Without characteristics, it is uninteresting.

The “Cotton Fabrics Association” logo was very well processed in black and white relationship. The combination of text and cotton graphics was very natural. The arc-shaped graphic characters were strongly contrasted with Founder's outer frame, the main image on the black background was very prominent, and the visual impact was strong. The “Agricultural Bank of China” logo designed by Mr. Chen Hanmin has a square shape surrounded by four grains of wheat and a round frame, which constitutes the feeling of the Fang Kong ancient coin. The opening at the top of the wheat ear symbolizes the openness of the bank, and it is also the overall shape of the sign. The image features, with the general round opened the distance.

The "Aichi Prefecture 30th Tree Planting Day" sign is a combination of the letter "A" and the tree shape. It is clever and concise. The coniferous trunk is broken at the bottom with a circular frame to make the graphics flow smoothly. It is the same as the Agricultural Bank of China logo. The opening at the lower end of the circle is the image feature of this logo.

(to be continued)