Logo design is a symbolic symbol that conveys information through a simple visual graphic. It serves as a sign, an identification, and a warning. The shape of the logo has its special visual language features. It requires proper training in order to feel and grasp its characteristics, so that the logo's shape has aesthetic connotation. This article only discusses how to establish a basic training method from the visual language modeling of signs. Wang Youjiang, Associate Professor, School of Civil Engineering, Beijing Jiaotong University â– Wang Youjiang Source: "Decoration" GlazeKing Ceramics TechnologyCo.,Ltd. , http://www.maglazekingceramics.com
The formal languages ​​adopted in the logo design are divided into three types: formal forms, abstract forms, and written forms. No matter which form you choose to design, you must meet the characteristics of the logo, namely, identity, identity, simplicity, symbolism, etc., so that logo design has a common visual language features. The processing of these visual language stylings seems to be varied and varied in the process of summarizing, summarizing, and patterning and geometries of natural forms. In fact, we can still find common features of their constituent relationships. The common feature of signs is symbolic. Its constituent features are repetition, contrast, variation, reconciliation, gradual change, homogeneity, symmetry, equilibrium, positive and negative sharing, overlap, radiation, light effects, and space under the basic geometric forms. Breakthrough and other forms of use. The common feature between the five forms of the symbol is that the freeform is formed during the deconstruction of the basic geometric shape. The structure of the basic geometric shape is hidden, scattered and not chaotic, and still has a strong symbolic character.
The aesthetic of the logo is reflected in the form of visual language. The visual language form embodies the connotation of the logo design, embodies the designer's cultural quality, professional qualities and design ideas, the most important of which is the grasp of aesthetic quality. Logo modeling is a form of formation, is a black and white space game, is in a limited space, constitute a variety of levels of meaningful shapes. It is characterized by the simplicity of the form and constitutes a visually associative space.
In the teaching of logo design, first of all, we must train the visual language of logo design modeling so that students can enter the characteristics of the logo image.
In my many years of teaching practice, I sought to explore, the intrinsic link characteristics of the formal language of logo design, and summed up the formation of the "marking modeling visual language basic training method." This method takes the abstract shape as an entry point, because the abstract shape is the bridge of the pure visual symbol language. Whether it is the natural form of the sign form, the abstract form or the text form, it must be expressed through symbolic processing. The visual meaning of the sign is also Communicating with abstract factors, such as straightness, size, density, radius, rhythm, rhythm proportion, scale, etc. Therefore, in the basic training of logo design, first start with a clear shape - square, round, triangle. Squares, circles, and triangles are basic geometries that can summarize all shapes. Cézanne said: "The shape of all things in the world can be summarized in geometric shapes." The use of these three geometries for logo modeling is the easiest to remember, and they each have shapes and strong personality traits. People give them a visual symbolic meaning, such as the feeling of squareness, firmness, and toughness. It also reminds people of building walls, iron plates, paper, books, building materials, etc.; round shape makes people feel happy and round. There is no starting point or end point in the shape. Therefore, recurring rotations reminiscent of clocks, the earth, the sun, camera lenses, coins, fruits, etc.; triangles have stability, directionality, vigilance, and people Think of mountains, triangle brackets, and sharp tools. Dividing these geometric shapes with visual features and psychological feelings, and then deconstructing them by breaking through three basic geometric shapes, this is the basic training for the visual language of logo design.
The basic training of signage and visual language discussed in this paper is divided into three basic geometric shapes. The “planar composition†in the “three major components†is very large both in compositional and visual language. The difference is that they cannot be confused with each other instead.
In squares, circles, and triangles, pure forms should be used. The so-called pure form is pointing, line, surface and other modeling elements. The training of this subject is mainly a large number of researches on abstract visual art modeling of pure form and geometric form. In the classroom, students are required to practice one hundred different segmentation of each of the three basic geometric shapes. For example, if you train on a straight line, use different thicknesses, different spacings, or horizontal or vertical, and combine vertically and horizontally; use curves as training, use different thicknesses, different spacings, and different arrangements (with parallel arrangements, fan-shaped arrangements, and radiation arrangements. ) Divide and form; take face as training, use facets of different shapes and sizes to do various orderly combinations, and pay attention to black and white morphological segmentation. When performing the above-described various forms of the segmentation structure, it is necessary to pay attention to the relationship with the appearance of the appearance and the visual sensations resulting from the different changes. Because of the difference in shape, the meaning of the shape represented by the same line and the same point will be completely different. For example, using the same thin line to divide the triangles and circles, this results in two completely opposite visual meanings. After the triangles are divided, they give a visual feeling of mutual strength and mutual dependence, and after the circular segmentation, Form a split visual meaning. If the horizontal lines drawn in triangles and circles are divided, they have different visual meanings. The triangle gives the impression of the relationship between the development of things and the foundation, and the circle gives the feeling of joint strength. If you draw multiple parallel lines across a triangle or a circle, the triangle gives you an upward-looking visual sense, while a circle gives you the visual effect of a rotating ball. If two identical triangles are used, one uses a thick straight line, and the other uses a thin straight line to divide vertically. Using a thick straight line to divide the triangle, the thick line creates tension and makes the two halves of the triangle move outward. The use of thin lines vertically divided triangles, the two halves of the triangle will produce inward pressure, relying on each other visual meaning. These trainings will enable students to have a deep visual experience of the relationship between appearance and internal shape segmentation. They also have a certain understanding of the abstract elements of the mark visual language. We can use actual marks as an example:
1. The logo of the square type logo of the consumer gas company (Canada) is constructed by comparing multiple parallel lines arranged in a square shape with the curves representing fire flames, which reflects the concept of rapid and safe gas transportation and combustion.
2. The circular logo The logo of AT&T Telegraph and Telephone Company of the United States consists of the straight lines within the circle. Gradual straight lines are arranged in parallel, and the circular layers are divided to produce a luminous illusion effect with a strong sense of speed. Telecom is developing globally.
3. Triangle logo The logo of the National Museum of Natural Science of Japan is a luminous sphere that forms an upward movement in a triangle by arranging lines of thin lines at both ends in parallel. From a visual point of view, the stability of the triangle and the movement of the ball form a dynamic and static contrast. The triangle symbolizes cutting-edge technology and the glowing sphere of movement symbolizes constant exploration of mysteries.
From the top, the circle, the triangle and the pure form, we can easily find similar signs, which constitute the common place of the visual language, but the basic training is not concerned with the content, but the visual meaning given by the pure visual experience. The logo design is based on the content of the premise of the design of the meaning of the design, and ultimately to convey the design content through the meaning of the design.