When we design LOGO
graphics interpretation often plays an important guiding role
So how to correctly Use object graphics to interpret the brand LOGO
requires us to constantly study and discuss
First, let’s briefly introduce the concrete LOGO
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About concrete LOGO
Concrete expression : A form of expression that is faithful to the natural form of objective objects and uses highly generalized and refined concrete graphics to design objective objects. It has the distinctive image characteristics of , which is the concentrating and refining, generalizing and simplifying real objects, highlighting and exaggerating their essential factors.
concrete logo : popular with graphics and highly clear recognizable , which is relatively free and full of personality, and is easy to convey the essence of the logo with a fresh and bright visual image and is accepted by the general public.
Next
We divide it into the following three major sections to share
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1. Character form : People are the spirit of all things and the master of society. Taking characters as the theme is an important expression of logo design. Various dynamic activities of the human body are rich material for character modeling.
For example, NBA uses the picture of athletes dribbling
and The organs of the human body is also a selectable factor for the character
like palms, fingers, feet, etc.
2. Animal shape : There are many types of animals, different shapes, and have a good decorative effect. The animal-shaped logo focuses on personalized shapes, as well as the communication of animal expressions and the emphasis on movement characteristics.
World World Foundation WWF logo
Canadian automaker Electra Meccanica
3. Plant shape : Different textures and colors of plants are good decorative materials; plants have different morphological characteristics and growth trends. Plant-shaped logos emphasize more on the meaning behind objects and convey specific ideas with their unique styling characteristics.
2019 Indian Women's Basketball Asian Cup Official LOGO
Plant Theme Elements LOGO
4. Utility Shape : Different objects have different shapes and color characteristics; objects have special uses and usage methods, and they can also represent deeper meanings. You must carefully select objects.
For example: book represents knowledge
light bulb represents creativity
5. Natural shape : Natural shape has a very wide range of knowledge and it is widely present in our lives. For example: buildings such as castles, churches, tall buildings; natural scenery such as mountains, water, clouds, and stones; artificial scenery such as pavilions, platforms, buildings, and pavilions. natural shape logo pursues the expression of natural decorative beauty and artistic conception.
For example, 2010 Shanghai World Expo China Pavilion LOGO
is to transform the word "Hua" into the form of China Pavilion architecture
is very impressive
1. Expression : Definition is used to express the concrete shape , which has a direct relationship with the symbolic meaning to be expressed, and reproduces the original form of the concrete graphic to the greatest extent, without making too many changes and modifications to it, and conveys information with the pure expression technique of and the reference that people recognize.
For example: The name itself is a concrete brand
generally uses the concrete graphics corresponding to the brand name
as its logo
like Water Bear (Shenzhen) Biotechnology Co., Ltd.
and uses the nature of the enterprise or the scope of its business as the logo of the brand
mostly used in physical stores
2. Symbol : refers to borrowing a certain specific image symbol to imply a specific person or fact, and can achieve a profound and intriguing expression effect. Through the accumulation of common sense in life, people can easily understand the content and connotation contained in concrete figures.
For example: dogs represent loyalty, lions represent bravery, pigeons represent peace, peonies represent wealth, etc. When using symbolic expression techniques, choose pictograms that are familiar to the public, so that people can easily understand their connotations.
3. Supplement: brands that use text as logo design are often affected by the audience's region, age and knowledge structure. Only when the brand name is familiar with it will you have an impression of its logo. The resulting lack of communication strength can use concrete graphics as the brand's "image endorsement" to supplement . This concrete image is not its logo in strict sense, but it plays an important role as the logo, improving the brand's recognizability and appeal.
For example: 7Eleven convenience store logo uses numbers and English expression elements, and the overall shape looks formal and solemn. The corporate color elements of red, orange and green symbolize an optimistic and enterprising attitude towards life and symbolize the corporate spirit of friendly and mutual assistance. This type of logo is more easily accepted and loved by the public, making up for the lack of dissemination of font-shaped logos.
How to implement creativity into specific expression techniques requires starting from the characteristics of the concrete figure itself, seeking appropriate shaping methods, so as to transform it into 's concrete, visualized, and rationalized logo, breaking through regional and cultural restrictions, and accurately conveying the information of concrete graphic logos. You can divide it into: deformation general idea and combination to find new two parts to understand.
1. Deformation general
1. Abstraction: refers to extracting the essential characteristics of the real object, abandoning non-essential characteristics, and performing large-scale refinement and generalization. On the premise of ensuring that the concrete figure can be accurately identified, the expression of the logo is more implicit and restrained, while retaining the advantages of the concrete figure.
2. Cartoonization: cartoonized logos are smooth and simple, with simple appearance and structure concise, generalized, highly summarized, and have distinct characteristics and prominent key points, with a strong overall sense of image and appeal. Cartoonization adopts more anthropomorphic techniques, retaining the external image characteristics of animals, and anthropomorphizing the physical characteristics of animals to act as human movements and postures.
3. Element enhancement: enhances, exaggerates and highlights a distinctive feature through the strengthening, exaggeration and highlights a distinctive feature, making it more eye-catching and representative, and creating a strong visual effect.
For example: Jinba logo
is a man with strong arms image
logo strengthens the elements of muscle
With the continuous increase in brand publicity
This logo image has long been deeply rooted in people's hearts
4. Simplification: simplification of concrete graphics is the summary and choice of concrete graphics, the purpose is to refine and generalize objects, retain the essential characteristics of the object, express them more prominently, and give people a smooth visual experience with a refined and clear image.
2. Combination and find new
1. Isomorphism: isomorphism refers to the composition method of integrating two or more different concrete images into innovative ways of thinking through the combination, harmony or variation of images, thereby forming a new concrete symbol.
2. Deconstruction: deconstruction and reorganization are the composition method of deliberately segmenting, breaking and destroying the complete visual image, and reorganizing in new order and new methods according to specific design intentions.
3. Overlay and repeat: Overlay and repeat are based on refining, and the concrete figures are layered or repetitively arranged and combined in a certain composition manner, thereby forming a new concrete that is orderly and dense. This composition gives the new concrete a certain sense of rhythm and order.
4. Combination: combination is different from superposition and repetition. The latter is a repetitive arrangement of the same expressing objects, while the former is an organic combination of several different concrete figures. There is a certain commonality and connection between the elements of the combination. Their combinations complement each other, making the entire logo rich, the objects rich, and the picture feel full.
How to use object graphics to better interpret LOGO
is the place that our designers need to learn
After all, as a qualified designer, when designing LOGO,
not only achieves impressive results, but also conforms to the brand.
hopes that the dry content shared today
can inspire you in LOGO design
If you like it, you can follow the online mock tester!
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