Business Logo Design Teaching Theory Text Category Three

Third, the trademark logo formed by the visualized letters

The visualization of letters refers to the use of such factors as the strokes, structures, internal and external spaces, and combinational forms of the initials or abbreviations to visualize the images and make the abstract alphabetical shapes visualized and vivid. This treatment not only makes the Design unique, but also can be closely related to the characteristics of the product or the inherent qualities of the company and the unit to design, and it is easy to remember and identify.

1. Use letter strokes and structures for image changes

British Airways International’s logo (Figure 54) changes the middle strokes of the initial letter “E” into a bird's head and body. Naturally, the upper and lower two strokes form a bird's wing to form an image of a bird. Similarly, the U.S. Airline Company's logo (Figure 55) and the Zambian Airlines logo (Figure 56) also use the initial letter as the bird's pictographic changes, and the strokes and structural changes have their own characteristics.

The trademark of Australia's "Cygnet" Press (Figure 57) changes the initial letter "C" to the swan image, and the pen begins to change to the tip of the pen instead of the head of the swan. The graceful posture of the long-necked and crested swan is formed by the change in the thickness of the entire stroke. Expressed the organic relationship between brand name and business content. This sign is not much ink, only changes in strokes and strokes, but it can reach the realm of both form and spirit. Reflects the designer's profound artistic skills and ability to control the design language.

The American water meter and scale company's trademark (see Figure 67) changes the B shape.

2. Visualize the space formed by letters surrounded by enclosing or semi-enclosed structures

The brand of Lume brand cosmetics in China (see Fig. 58) uses the inner space surrounded by the strokes of the initial letter R as the modeling of the woman's head silhouette. Although the letter is only slightly processed and changed, the overall shape has become a vivid long-haired woman's image. Therefore, the design of the trademark logo is not complicated and complicated, but it is less expensive and more refined. It should give people the finishing touch.

The logo of the Italian refrigeration equipment firm (see Figure 68) drops the inner space of the "c" letter.

The trademark of an environmental protection company in the UK (fig. 59) was bird-shaped with the enclosed space formed by the letter “B”. Fig. 60, Fig. 61, Fig. 62, and Fig. 63 respectively make use of the enveloping space formed by the letter strokes to visualize different forms, which is also vivid and interesting.

3, also use more than two letters of the group cooperation image processing

The Bank of America (BANK of AMERIcA) logo (Figure 64) took the form of the abbreviation B and A in the shape of the United States National Bird Eagle, and the non-overlapping strokes of B and A formed the image of the Eagle. An enclosure shape reflects the bank’s safe and reliable nature. The whole sculpt is a natural, no trace, is a world famous symbol. The Chicago pharmaceutical company's logo (figure 65) includes the abbreviated letters “c” and “P” in a serpentine form (in western countries, medicine is represented by snakes). The Asian Table Tennis Federation's meeting micro (Figure 66) will use the initial letter of the Asian Table Tennis Association attu as the modeling of the table tennis board. There will be changes in the unity.

4. Symbols that make up the letter as a symbolic image change

Using symbolic techniques, it is related to content, but the image is more abstract. Such trademark marks require clear meaning and make people know what they want. A sign of a furniture handling company in the UK (figure 69) uses the inner space of the “D” letter as an arrow; the sign of the Beijing Foreign Trade Import and Export Corporation (see Figure 70) extends the strokes in the middle of the letter B into arrows; The logo of the Zhejiang Arts & Crafts Import & Export Corporation (Fig. 71) uses two arrows to form the “z” “mother”; these three signs all use arrows, and the processing techniques are also different to achieve “in” and “out”. The meaning of "go".

Fourth, the use of enterprises and institutions or merchandise full name words composed of the word mark logo

The full name of the enterprise or business name or commodity name is used as a trademark mark. Because it includes letters, phonemes, and phonetic symbols in a broad sense, it has a clear meaning and rarely causes ambiguity. However, if the letters are linked together without modification, it will give people a feeling of dullness, lack of expressiveness, and difficulty in remembering. Therefore, the design of a zigzag trademark should be based on the selection and decoration of fonts and fonts. Such as the use of adding background patterns, visual characters and other forms of use and other methods. This is described in the following comprehensive trademark logo. Here we only introduce the selection and decoration of fonts and fonts.

The world-famous American Coca-Cola Company's trademark (see Figure 72), the designer has poured a lot of effort into the cocAcoLA fonts of the English alphabet, designed to be a very lively patterned font, and add a very rich text below The dynamic ribbons; the colors are red and white, and the entire trademark is extremely eye-catching, leaving a strong impression. Moreover, it is both a trademark and a packaging device. Whether it is bottled, canned, large-sized or small-sized packaging, the decorative forms are all integrated. Its products are spread all over the world and are basically known to women and children. In addition to product quality and advertising media, the important point is that the trademark logo is beautiful and eye-catching and unique.

The flagship McDonald's fast food chain in the United States’ service industry (see Figure 73) combines McDonalDx's full-faced bold words with a free-body “M” to create a combination of dynamic and static signs. The use of colors in red, yellow, rich, eye-catching, and unified the visual image of chain stores around the world, to implement the systematic, conscientious principles into the behavior of employees, and thus achieved great success.

Portugal's trademark of Swivel Musical Instruments Inc. (Figure 74); Glaspew's product trademark (Figure 75) ISCAB's logo (Figure 76); BARIC Computer's logo (Figure 77) The woLD company logo (Figure 78), these trademark signs in the choice of font and font selection changes and the use of different methods. Make the design of the hyphenated logo distinctive. To: Introduce several methods for the design of the Latin alphabet trademark logo. In practice, do not be limited to a certain method, it can be a combination of two or more methods, it can also be a comprehensive use of a variety of methods. The most important thing is to meet the design connotation. According to different design factors and conditions, using different design languages, using different processing methods to express different forms of artistic effects; ideas open. Widespread, often changing thinking methods and design languages. Create a variety of projects, carefully scrutinize, choose beautiful and reasonable design; ideas can not be narrow, do not drill, no to push back.

Fifth, the use of digital trademarks

The design of a digital trademark logo is a trademark that consists of a combination of single or multiple digits based on a specific name. The design of such trademark marks should also be devoted to the harmony of words and sounds, and the selection and decoration of glyphs.

The trademark of the famous “555” brand cigarette in the United Kingdom (Figure 79) uses a three-digit “5” Roman body to form a trademark. In combination with the decorative pattern of the outer circle, weave it into an old-fashioned, beautiful and generous logo.

The "Sanjiuweitai" medicine produced by the famous southern pharmaceutical factory in Guangzhou, China, has a trademark of "999" (Figure 80) and a trademark with a bold body of "9". This takes the Chinese lunar calendar for 30 days. The homonym of the drug shows the function of the drug. This brand is deeply rooted in the hearts of the people. It is widely accepted by the big consumers as soon as it is born, and it is similar to the “555” brand cigarette in the United Kingdom in terms of image design. However, it is more creative in terms of creativity. Figure 81 is the Japanese Red Cross logo, figure 82 is the cafe logo, and figures 83, 84, 85, 86, etc. are other manifestations of the digital logo."