Third, the abstract form of expression
In the form of signs, figurative expression has many performance advantages, but it cannot express certain abstract ideas and feelings. It is especially difficult to display in the area marked by signs. At this time, only abstract expressions are used. form.
The abstract class logo is an abstract graphic symbol to express the meaning of the logo. It is the abstract extension of the pictographic figure. The abstract class logo is represented by a completely abstract geometric figure, text, or symbol. Therefore, the figure has a profound abstract meaning and symbolic meaning. Or mystery. When designing and creating, the designer abstracts the feeling of expressing the characteristics of the object, and then uses purely rational points, lines, faces, and bodies to constitute an abstract figure, expressing a feeling and an idea. This logo has a strong sense of pattern and its composition has an abstract sense of beauty, often with a strong sense of modernity and symbolism, and a high memory value. Abstract signs also have shortcomings. Because their meanings are not clearly expressed, they are not as easily understood by people as figurative signs. Sometimes they even cause ambiguity.
Abstract logo forms can be divided into two types: inorganic graphics and organic graphics.
1, the manifestation of inorganic graphic signs
Inorganic graphics are all composed of straight lines and oblique lines and other lines that are both directional and powerful. They have such psychological features as solemnness, uprightness, toughness, and forcefulness, giving people a strong sense of rationality and cool vision. Feelings, suitable for expressing a particular design theme. The manifestation of inorganic graphic signs can make the design theme get a perfect idealized performance, thus producing a good symbol propagation effect.
â—NKK stainless steel company logo
This symbol is based on the first letter “N†of “NKK†and is an abstract extension of the pictogram of steel. It evolved the lowercase Ningmu “n†into an abstract shape with extreme weight and hardness diagonally to the upper right. . This sign has a strong sense of symbol and expresses people's feelings about the inherent characteristics of steel. The purely straight-line abstract form has a strong sense of recognition and memory, and therefore has a strong visual impact.
â— Tolin Machine Company logo
This logo graphic is a combination of three "v" alphabets. This abstract form resembles the shape of a multi-shaft lathe planer. The central form makes people feel the firmness and sharpness and expresses it perfectly. Strong, fast, good processing performance and corporate characteristics.
2. Organic graphic signs manifestations
Compared with inorganic graphics, the linear structure of organic graphics is mainly a variety of curves. Therefore, it has a light, lively, vivid, smooth and other forms of psychological characteristics, giving people a strong sense of sensibility and enthusiasm, compared to Inorganic graphics, it has a greater degree of flexibility and fitness, performance is also more extensive.
â— International Expo logo
In order to express the central idea of ​​the "international" design, designers use the abstract graphics to evolve the structure. The oval on the blue background changes from near to far from big to small, representing a broad and infinite universe. Five circular symbols of five continents. The continuity between circles and circles implies cooperation and exchange. Although this flag form is abstract. However, the specific compositional relationship gives people a directional association. It enables people to immediately realize the profound meaning of the sign.
â—art gallery logo
The concept of “fine art†is both concrete and abstract. It is obviously difficult to do it in a concrete way. The superman of the logo designer lies in his ability to avoid realistic forms. He uses the abstract form to express six fluctuating color blocks. It not only represents the space of the exhibition room, but also resembles a moving picture. It is more like a face fluttering. The bunting celebrates an art exhibition here. The function of the US Academy of Gifts has been shown here to be both abstract and concrete. Of course, the realization of this performance has to rely on the audience's feelings, associations, and other psychological factors.
As mentioned earlier, the integrated trademark mark is a combination of text and graphics. The text is divided into Chinese characters, Latin characters and Arabic numerals. The figures are also divided into figurative figures and abstract figures. This combination of text and graphics has three forms.
(A) The combination of Chinese characters and figurative figures and the graphic representation of Chinese characters
The symbol of the People's Railway (Figure 1) is composed of the word “worker†and the image of the train is the image of “worker.†This design is a symbolic art technique, regardless of whether it is a design concept or a form of expression. The art of figurative generalization closely follows the theme of trains and railways, and the organic combination of the two becomes a specific artistic feature. Its form is simple and harmonious, shows the characteristics of this particular content, and expresses the exact and distinctive internal connection. The steely, solid feel of people, the highly recognizable nature of instant attention, and the relatively transformative imagery of real life, is a model for the design of Chinese characters in graphic form. Its sister symbol, the Chinese shipping emblem (fig. 171), using the combination of the word “person†and the image of the anchor anchorage, to organically combine the two into a whole with a visualized artistic approach, which fully expresses the meaning of people's shipping, and the image is vivid and beautiful. It is text and graphics. Combined design paradigm.
The same fabulous sign is the Bank of China Joint Venture logo (Figure 172). This is the largest bank set up by the Chinese government in Hong Kong. It is an affiliate of a number of Chinese banks that started computer service projects in the 1980s. In order to expand its influence, establish a corporate image and increase its visibility, the agency required the design of a new logo and proposed four design requirements: 1. It must reflect that it is a bank established by China; 2. It has bank characteristics 13. It has an associated business sense; 4, reflect computer services. Several designers drew hundreds of sketches and finally determined the symbol that was made of the ancient Chinese square coin. The square hole is designed to be China's "Chinese" character; the round shape of the ancient coin is united with the circular shape of the computer disk; the Chinese traditional deep Zhusha color is used as the symbol's color. This is a design masterpiece with both contemporary and Chinese characteristics. In addition, FIG. 173, FIG. 174, FIG. 175, FIG. 176, and FIG. 177 are also different examples of a combination of a word and a figurative graphic and a graphic design of a Chinese character.
(B), the combination of Chinese characters and abstract shapes
Figure 178 is a sign of Zhejiang Dongyang Magnetic Enterprise Group Corporation. The corporate logo of the East Magnetic Group is based on the idea of ​​"The Sun in the East." It is an abstract shape--a combination of two mutually infiltrating circles and black body art characters: "Tomag Group". It has a dynamic development and smooth development. At the same time, one of the circles is treated as a stripe, symbolizing magnetic lines, indicating product features. The combination of the two rounds creates a turbulent sense of speed, which reflects the fact that many subordinate companies, under the guidance of the East Magnetic Group, have merged into a powerful force to move toward a goal. The whole logo graphic is concise, rigorous, combined with actuality, and has a certain visual instant recognition effect and canonicality.
Guangzhou Sun God Health Products Co. logo (Figure 179). The circle represents the sun; the triangle represents the initial letter “A†of the Latin “Apollo†of the sun god; the bottom edge of the triangle is the “sun god†circular art character. The art characters and the above abstract shapes are integrated into a whole. It gives us a feeling of strength and dynamism, which is a good expression of the spirit of the enterprise and the connotation of the product. (to be continued)
In the form of signs, figurative expression has many performance advantages, but it cannot express certain abstract ideas and feelings. It is especially difficult to display in the area marked by signs. At this time, only abstract expressions are used. form.
The abstract class logo is an abstract graphic symbol to express the meaning of the logo. It is the abstract extension of the pictographic figure. The abstract class logo is represented by a completely abstract geometric figure, text, or symbol. Therefore, the figure has a profound abstract meaning and symbolic meaning. Or mystery. When designing and creating, the designer abstracts the feeling of expressing the characteristics of the object, and then uses purely rational points, lines, faces, and bodies to constitute an abstract figure, expressing a feeling and an idea. This logo has a strong sense of pattern and its composition has an abstract sense of beauty, often with a strong sense of modernity and symbolism, and a high memory value. Abstract signs also have shortcomings. Because their meanings are not clearly expressed, they are not as easily understood by people as figurative signs. Sometimes they even cause ambiguity.
Abstract logo forms can be divided into two types: inorganic graphics and organic graphics.
1, the manifestation of inorganic graphic signs
Inorganic graphics are all composed of straight lines and oblique lines and other lines that are both directional and powerful. They have such psychological features as solemnness, uprightness, toughness, and forcefulness, giving people a strong sense of rationality and cool vision. Feelings, suitable for expressing a particular design theme. The manifestation of inorganic graphic signs can make the design theme get a perfect idealized performance, thus producing a good symbol propagation effect.
â—NKK stainless steel company logo
This symbol is based on the first letter “N†of “NKK†and is an abstract extension of the pictogram of steel. It evolved the lowercase Ningmu “n†into an abstract shape with extreme weight and hardness diagonally to the upper right. . This sign has a strong sense of symbol and expresses people's feelings about the inherent characteristics of steel. The purely straight-line abstract form has a strong sense of recognition and memory, and therefore has a strong visual impact.
â— Tolin Machine Company logo
This logo graphic is a combination of three "v" alphabets. This abstract form resembles the shape of a multi-shaft lathe planer. The central form makes people feel the firmness and sharpness and expresses it perfectly. Strong, fast, good processing performance and corporate characteristics.
2. Organic graphic signs manifestations
Compared with inorganic graphics, the linear structure of organic graphics is mainly a variety of curves. Therefore, it has a light, lively, vivid, smooth and other forms of psychological characteristics, giving people a strong sense of sensibility and enthusiasm, compared to Inorganic graphics, it has a greater degree of flexibility and fitness, performance is also more extensive.
â— International Expo logo
In order to express the central idea of ​​the "international" design, designers use the abstract graphics to evolve the structure. The oval on the blue background changes from near to far from big to small, representing a broad and infinite universe. Five circular symbols of five continents. The continuity between circles and circles implies cooperation and exchange. Although this flag form is abstract. However, the specific compositional relationship gives people a directional association. It enables people to immediately realize the profound meaning of the sign.
â—art gallery logo
The concept of “fine art†is both concrete and abstract. It is obviously difficult to do it in a concrete way. The superman of the logo designer lies in his ability to avoid realistic forms. He uses the abstract form to express six fluctuating color blocks. It not only represents the space of the exhibition room, but also resembles a moving picture. It is more like a face fluttering. The bunting celebrates an art exhibition here. The function of the US Academy of Gifts has been shown here to be both abstract and concrete. Of course, the realization of this performance has to rely on the audience's feelings, associations, and other psychological factors.
As mentioned earlier, the integrated trademark mark is a combination of text and graphics. The text is divided into Chinese characters, Latin characters and Arabic numerals. The figures are also divided into figurative figures and abstract figures. This combination of text and graphics has three forms.
(A) The combination of Chinese characters and figurative figures and the graphic representation of Chinese characters
The symbol of the People's Railway (Figure 1) is composed of the word “worker†and the image of the train is the image of “worker.†This design is a symbolic art technique, regardless of whether it is a design concept or a form of expression. The art of figurative generalization closely follows the theme of trains and railways, and the organic combination of the two becomes a specific artistic feature. Its form is simple and harmonious, shows the characteristics of this particular content, and expresses the exact and distinctive internal connection. The steely, solid feel of people, the highly recognizable nature of instant attention, and the relatively transformative imagery of real life, is a model for the design of Chinese characters in graphic form. Its sister symbol, the Chinese shipping emblem (fig. 171), using the combination of the word “person†and the image of the anchor anchorage, to organically combine the two into a whole with a visualized artistic approach, which fully expresses the meaning of people's shipping, and the image is vivid and beautiful. It is text and graphics. Combined design paradigm.
The same fabulous sign is the Bank of China Joint Venture logo (Figure 172). This is the largest bank set up by the Chinese government in Hong Kong. It is an affiliate of a number of Chinese banks that started computer service projects in the 1980s. In order to expand its influence, establish a corporate image and increase its visibility, the agency required the design of a new logo and proposed four design requirements: 1. It must reflect that it is a bank established by China; 2. It has bank characteristics 13. It has an associated business sense; 4, reflect computer services. Several designers drew hundreds of sketches and finally determined the symbol that was made of the ancient Chinese square coin. The square hole is designed to be China's "Chinese" character; the round shape of the ancient coin is united with the circular shape of the computer disk; the Chinese traditional deep Zhusha color is used as the symbol's color. This is a design masterpiece with both contemporary and Chinese characteristics. In addition, FIG. 173, FIG. 174, FIG. 175, FIG. 176, and FIG. 177 are also different examples of a combination of a word and a figurative graphic and a graphic design of a Chinese character.
(B), the combination of Chinese characters and abstract shapes
Figure 178 is a sign of Zhejiang Dongyang Magnetic Enterprise Group Corporation. The corporate logo of the East Magnetic Group is based on the idea of ​​"The Sun in the East." It is an abstract shape--a combination of two mutually infiltrating circles and black body art characters: "Tomag Group". It has a dynamic development and smooth development. At the same time, one of the circles is treated as a stripe, symbolizing magnetic lines, indicating product features. The combination of the two rounds creates a turbulent sense of speed, which reflects the fact that many subordinate companies, under the guidance of the East Magnetic Group, have merged into a powerful force to move toward a goal. The whole logo graphic is concise, rigorous, combined with actuality, and has a certain visual instant recognition effect and canonicality.
Guangzhou Sun God Health Products Co. logo (Figure 179). The circle represents the sun; the triangle represents the initial letter “A†of the Latin “Apollo†of the sun god; the bottom edge of the triangle is the “sun god†circular art character. The art characters and the above abstract shapes are integrated into a whole. It gives us a feeling of strength and dynamism, which is a good expression of the spirit of the enterprise and the connotation of the product. (to be continued)
Shanghai Liuyuan Trading Co. , Ltd. , https://www.ly-weighing.com