Trademark Design Knowledge Collection--Text Marks (1)

Normal align=left> Chapter 2 Textual Trademarks

Normal align=left> The text type trademark mark is a trademark or logo designed with text as material. Text type trademark logo with Chinese character trademark logo

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Normal align=left> Section 1 Latin alphabet mark logo in two forms.

Normal align=left> First, the trademark logo constitutes

Normal align = left> The main characters of the art characters include Song type characters, bold characters, and a variety of variant characters that are changed from bold characters and Song Tiyu. This type of design should be based on the design theme and connotation, processing, deformation, and beautification of the selected literal structure. In addition to maintaining the identifiability of the font, the designed trademark logo also strives to achieve clear, crisp and strongly recognizable features.

Normal align=left>1. Trademarks, logos designed directly with art characters

Normal align=left> As the symbol of China's large-scale high-tech enterprise giant group (Figure 2), the trademark uses black variant art characters, and the typeface design is heavy, steady, and powerful. Like the name of the giant, people feel power and momentum. This company uses the logo as the basic element in the planning of corporate image. Designed - a full set of CI manuals, to fully introduce the company into the CI system. Make this self-made company in the ultra-normal development speed in the country's most powerful computer company's ranks. The trademark of the Japanese vehicle manufacturer (Fig. 3) changes slightly the head and tail of the "car" of the round body shape, forming an overlook of an ancient vehicle model. This kind of design idea that borrows from ancient times and puts the traditional characters and shapes into modern forms and vitality is worth learning from. The trademark of China Sunyue brand lamps and lanterns (Figure 4), "Japanese" uses Yang font to represent the daytime, and "Month" uses Yinyin to represent the night. The two characters "Japanese" and "monthly" are unified in a circle to illustrate the function and shape of the product. The design technique is simple and generous, with a modern aesthetic. Rich in content. Tightly linked to the theme.

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Normal align=left>2. Logo marks designed with continuous combinations of art characters

Normal align=left> Use the same artistic word for continuous combination of two sides to form a circle or other shapes. The trademark and logo designed in this way have a strong sense of style, unity, and rhythm. The export trademark of Chinese tea (Figure 5) uses eight art characters "Zhong" to form a circular surrounding pattern, and a black variant art word "Tea" is placed in the center of the circle, the main body is prominent, the concept is clear, and the shape is rich but not cumbersome. With Chinese-style decorative effect, it can establish a distinctive Chinese national style in the international market. The same style also includes trademarks such as "Gukong Mountain" (Figure 6) and "Fengcheng" (Figure 7).

Normal align=left>3. Trademarks designed using methods of inlay, overlay, and stroke

Normal align=left> When the two art characters are combined, find out the available links between them and borrow them from each other so that between the characters and the words you have me and I have you, to achieve a concise and compact structure One artistic effect. Such as Japan's famous "Hitachi" electrical trademark (Figure 8) to. The "Japanese" and "Li" are superimposed on each other to form a seamless shape that combines the beauty of modern forms with the distinctive Japanese ethnic style. The Chinese trademark of Zhongyi Brand Machinery (Figure 9), the trademark of Guanshengyuan Food (Figure 10) The trademark of Xishan Brand Machinery (Figure 11) and the trademark of Yashen Brand Electric (Figure 12) also use techniques such as inlays, strokes, and nestings.

Normal align=left> 二、The trademark mark made of Chinese calligraphy and seal engraving

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