Trademark Design Knowledge Collection--Comprehensive Brand Logo (I)

Chapter IV Comprehensive Trademarks

The main manifestation of comprehensive trademark marks is the combination of text and graphics. Due to the variety of companies and the variety of goods available, the types and nature of products are sometimes similar to each other, resulting in fierce competition in the market. This single use of text or graphic design logos can sometimes not fully reflect the company's business philosophy and personality characteristics. Therefore, many trademark marks use a combination of text and graphics. This form of trademark mark shows rich connotation, large capacity, and accurate positioning. Due to the written description, it is not easy to produce ambiguity. The methods and forms of expression are more diverse and the scope of application is more extensive.

Section 1 Design Law

First, the uniformity of modeling language

The combination of text and graphics constitutes a comprehensive trademark mark. Since text and graphics are two kinds of modeling languages, the text is divided into Chinese characters, Latin characters, and Arabic numerals; the graphics are divided into natural shapes and abstract shapes, so the modeling language is varied. . To unite the two perfectly, complement each other and set off each other, we must consider the unity of the modeling language. The unity of the modeling language is divided into two forms.

1. The configuration of the same shape element

The configuration of the same shape element is divided into two forms, one is a curved configuration. Such as circle, ellipse, regular and irregular curve and curve configuration. The other is a linear configuration, such as a square, a triangle, a combination of regular and irregular lines and straight lines, and the like. The combination of the same shape elements is unified and harmonious. Such as the famous "Coca Cola" company's trademark. The characters and shapes are all composed of curved elements, so the overall image is unified and harmonious, with a sense of movement. Another example is that the logos of Weitai Curtain Company use diamonds, parallelograms and other linear elements to form the overall shape and strength.

2. The configuration of different kinds of modeling elements

The combination of different types of styling elements together creates a strong contrast and does not harmonize. This requires that the two styling elements are mutually identical, that is, the curved shape contains a straight line shape, or the straight line shape transitions to a curved shape. If the angle of the triangle is changed to an arc shape, then it is coordinated with the combination of a circle and a curve. Again. In a circle, the shape and triangle combination of a triangle is removed, or one side of a triangle is curved. Such a shape is combined with a circle, and the contrast is weakened by including each other's modeling elements. It also produces Coordination. Such as China's Guangzhou "sun god" trademark (Figure 179), the logo in the triangle and the semi-circle form a weak contrast. The Chinese character "Sun God" uses circular art characters to echo the circular shape above. In this way, there are echoes in the comparison and there is contrast in coordination. The overall shape of the logo is seamless, with hardness and softness, and it has a strong visual impact.

Second, the main and auxiliary characters and graphics

Text and graphics should be clearly identified in the design of integrated trademark marks. In a logo, if the text and graphics are the same in area and weight, they will have a visual sense of separation. Therefore, the relationship between graphics and text should be emphasized in the design.

1. Mainly shaped, supplemented by words

The signs of cotton cultivation, sales and research institutions in the United States are mainly full-blooded and pure cotton images, supplemented by the English word coOIToN of cotton, and they are clear and complementary, giving people a fresh and pleasing aesthetic. This contrasting black and white image shows a strong personality. Canada's MONARCH Machinery Industry Company's trademark (Figure 168) is based on the male lion's head shape, supplemented by text, new and powerful, bright and generous, with a bold, sturdy pattern in the shape of the United States.

2. Mainly by words, supplemented by forms

The Royal Dutch Airlines logo (figure 169) is based on textual shapes, supplemented by the image of the crown, and the following line of small letters and crown images echoes to form a whole. First and foremost, to suit the theme. Rich in content. The famous American "Pepsi" logo uses the word "PEPsI" as the visual center and the surrounding abstract geometric shape as a carrier to bring out the brand language and make the text the main body. Positive and negative design is reasonable, showing strong contrast and rhythm, with soft, brisk and eye-catching artistic features.
The organic combination of letters is integrated into one, and the modeling language is unified and smooth, with a sense of rhythm and rhythm.

Source of information: pack.cn