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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 form 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 produce ambiguities.
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 “NKâ€, the first letter of “NKKâ€. It is an abstract extension of the steel pictogram. It evolved the lowercase Ningmu “n†into an extremely diagonally upper right weight. And the abstract shape of hardness. 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.
◠Torlin 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. , Excellent expression of strong and rapid processing efficiency 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, and smooth form 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.
◠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, showing a broad and endless Cosmic space, five circular symbols of the 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.
◠The concept of “art†in the museum's logo 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 held 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.
First, the combination of Chinese characters and figurative figures and the graphic of Chinese characters
The symbol of the People’s Railway (Fig. 1) is composed of the word “worker†and the image of the train, which is also the image of the railroad tracks. This design has always played a symbolic artistic approach 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 the instant attention, and the relatively transformative imagery of real life, are examples of graphical design of Chinese characters. Its sister symbol, the Chinese shipping emblem, Using the combination of the word “person†and the image of the anchor, the artist can organically combine the two into a whole by means of a visualized artistic approach, which fully expresses the meaning of the people’s shipping and has a vivid and beautiful image. It is a design paradigm that incorporates text and graphics. .
The same fabulous sign is the Bank of China joint venture logo. 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 color of the Chinese traditional deep Zhusha color is used as a symbol. This is a design masterpiece with both contemporary and Chinese characteristics.
Second, the combination of Chinese characters and abstract shapes
Zhejiang Dongyang magnetic enterprise group company logo. 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 the actual situation, and has a certain visual moment recognition effect and canonicality.
Guangzhou Sun God Health Products company's symbol. 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 form and the above abstract shape 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.
Third, the combination of Latin alphabet and figurative graphics and Latin characters
The Latin alphabet is commonly used in the international community. Domestic and foreign trademark signs are mainly composed of Latin letters. Latin letters combined with graphics usually use full or full abbreviation letters. The trademark of Japan Aviation Review Corporation (Figure 180) is a modern trademark with a strong national identity in Japan. The crane is a kind of Japanese jaguar. It uses the wings of a crane flying and the Japanese aviation company's Latin abbreviation “JALâ€. It is a combination of imaginary and factual, positive and negative shapes, a stable center of gravity, a rich pattern beauty, and good fortune and safety. Blessings reflect the intrinsic characteristics of the aviation business.
China's famous old brand "Huaqiu brand" cosmetics trademark, the "Butterfly" Latin phonetic alphabet "H., changed into a beautiful butterfly image. Designers seized the intrinsic characteristics of brand names and commodities, drawing on China The bold, skillful and smooth strokes of the folk blue-and-white porcelain pattern were drawn with a stroke of air. Concise, summed up, free and easy, it successfully shaped the beautiful image features of the butterfly, and also met the soft and graceful female beauty features. It is closely related to the connotation of the product.The matching of letters and images is seamless. It has both the Chinese national style and the modern aesthetic sense. It is a graphic design example of the Latin alphabet.
The trademark of Bulgaria's "KODOPA" Meat Products Company (Figure 181) changes the first letter K into the shape of a sheep. The combination of graphics and letters is organically integrated. The modeling language is unified and smooth, with a sense of rhythm and rhythm.
The logo of the Chinese-Kodak Kodak Camera Company, which uses the "KoDAK" alphabet and the "K", the first letter type, to form a combination of abstract geometric shapes that change in size and contrast in color and contrast in black and white. Concise and eye-catching. Huge and powerful, impressive. A symbol of a Swiss hostel, the letters “A†are negatively shaped in three abstract circles, making the original inorganic shape organic. The overall shape of the virtual reality is rich and varied. Beijing Enlightenment Computer Company's logo, the letter "S" consists of abstract shapes such as square, fan and triangle positive and negative shapes, orderly, rigid and flexible combination, stable and generous. Taiwan Yuanfu Aluminum Company logo, English name and abstract circular pattern combination, moving in quiet, elegant and elegant.
V. Combination of Latin letters, Chinese characters, and graphics
China Eastern Airlines sign (Figure 186), Swallows flying wings represent flight. Located in the visual center of the entire logo; the above characters combined with the Latin below form a round logo. In terms of color processing, the upper half of the circle is in red and the lower half in blue. This creates a grand scene of rising sun, sky and sea, and magnificent glory, fully expressing the connotations of China, the East, and aviation. The combination of Chinese characters and Latin characters makes Chinese and foreign travelers aware and highly identifiable. This method is widely used in the design of badges and medals.
The symbol of Nanjing Jinling Hotel is the visual center which is composed of four variants of "King" and is a rhombus. It is a homonym of Jinling. It is innovative and unique, with a reasonable shape. The upper part is a Chinese character in the form of a book, and the lower part is a Latin alphabet in bold. The three are combined into a circular sign. The design methods are diverse and unified, and the style is dignified and changes.
The symbol of the White Swan Hotel in Guangzhou is a circular image of the white swan. It creates the mood of the moon rising from the Swan Lake. The middle part is the Song-style Chinese characters. The following is the combination of the three lines of the Latin alphabet. Asked about the actual situation; innovative ideas, elegant and elegant, full of high aesthetic appeal.
Sixth, the combination of figures and graphics
The symbol of the 11th Asian Games in China. The main part uses the image of the Great Wall to form the Latin number “XIâ€. Above the figure is the Asian symbol “Sun.†The whole shape has rich Chinese characteristics, unique and original ideas, beautiful images, and a sense of movement. The commemorative mark of the United Kingdom’s celebration of the 200th anniversary of the founding of the United States has inlaid the national flag of the two countries in two round circles of 200. This not only fits the questions but also expresses the inseparable relations between the United Kingdom and the United States in terms of ideology and so on.
Source of information: pack.cn
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Third, the abstract form of expression