Chapter IV Comprehensive Trademarks
The main manifestation of comprehensive trademark marks is the combination of text and graphics. Due to the variety of companies and the variety of goods available, the types and nature of products are sometimes similar to each other, resulting in fierce competition in the market. This single use of text or graphic design logos can sometimes not fully reflect the company's business philosophy and personality characteristics. Therefore, many trademark marks use a combination of text and graphics. This form of trademark mark shows rich connotation, large capacity, and accurate positioning. Due to the written description, it is not easy to produce ambiguity. The methods and forms of expression are more diverse and the scope of application is more extensive.
Section 1 Design Law
First, the uniformity of modeling language
The combination of text and graphics constitutes a comprehensive trademark mark. Since text and graphics are two kinds of modeling languages, the text is divided into Chinese characters, Latin characters, and Arabic numerals; the graphics are divided into natural shapes and abstract shapes, so the modeling language is varied. . To unite the two perfectly, complement each other and set off each other, we must consider the unity of the modeling language. The unity of the modeling language is divided into two forms.
1. The configuration of the same shape element
The configuration of the same shape element is divided into two forms, one is a curved configuration. Such as circle, ellipse, regular and irregular curve and curve configuration. The other is a linear configuration such as a square, a triangle, a combination of regular and irregular straight and straight lines, and the like. The combination of the same shape elements is unified and harmonious. Such as the famous "Coca Cola" company's trademark (Figure 72). Text and shape are all composed of curved elements, so the overall image is unified and harmonious, with a sense of movement. Another example is the logo of Weitai Curtain Company (Fig. 166), which is constructed using linear elements such as diamonds and parallelograms. The overall shape is unified and powerful.
2. The configuration of different kinds of modeling elements
The combination of different types of styling elements together creates a strong contrast and does not harmonize. This requires that the two styling elements are mutually identical, that is, the curved shape contains a straight line, or the linear shape transitions to a curved shape. If the angle of the triangle is changed to an arc shape, then it is coordinated with the combination of a circle and a curve. Again. In a circle, the shape and triangle combination of a triangle is removed, or one side of a triangle is curved. Such a shape is combined with a circle, and the contrast is weakened by including each other's modeling elements. It also produces Coordination. Such as China's Guangzhou "sun god" trademark (Figure 179), the logo in the triangle and the semi-circle form a weak contrast. The Chinese character "Sun God" uses circular art characters to echo the circular shape above. In this way, there are echoes in the comparison and there is a contrast in coordination. The overall shape of the logo is seamless, with hardness and softness, and it has a strong visual impact.
Second, the main and auxiliary characters and graphics
Text and graphics should be clearly identified in the design of integrated trademark marks. In a logo, if the text and graphics are the same in area and weight, they will have a visual sense of separation. Therefore, the relationship between processing graphics and text should be emphasized in the design, distinguish between the main and auxiliary.
1. Mainly shaped, supplemented by words
The US cotton planting, sales, and research institutes' logos (Figure 167) are mainly full-blooded and pure cotton images. They are supplemented by the English word coOIToN of cotton, and they are clear and complementary, giving people a fresh and pleasing aesthetic. This contrasting black and white image shows a strong personality. Canada's MONARCH Machinery Industry Company's trademark (Figure 168) is based on the male lion's head shape, supplemented by text, new and powerful, bright and generous, in the shape of a strong, sturdy pattern beauty.
2. Mainly by words, supplemented by forms
The Royal Dutch Airlines logo (figure 169) is based on textual shapes, supplemented by the image of the crown, and the following line of small letters and the image of the crown echoes to form a whole. First and foremost, to suit the theme. Rich in content. The famous American "Pepsi" logo (Figure 170) uses the word "PEPsI" as the visual center. The surrounding abstract geometric shape serves as a carrier to bring out the brand text and make the text the subject. Positive and negative design is reasonable, showing strong contrast and rhythm, with soft, brisk and eye-catching artistic features.
The organic combination of letters is integrated into one, and the modeling language is unified and smooth, with a sense of rhythm and rhythm.
Section II Manifestations
Flags in their manifestations
In terms of its manifestations, the signs can be roughly summed up in five categories: first, pictographic; second, phonological grouping; third, abstract summary; fourth, identification graphic; and fifth, comprehensive expression.
In the following, we will discuss three forms of logo design, such as pictograms, phonetic letters, and abstract summaries.
First, the pictographic manifestations
Pictographic representation. That is, a sign expression designed using a highly generalized and refined figurative graphic. It has distinctive image features and is a condensed and refined image of reality. The sign is a kind of information carrier. Its target audience is the mass of the public. The sign of figuration is due to the popularity of the graph. It is therefore easier for the public to accept and produce good communication results.
In the manifestation of pictographic signs, they can be further divided into appearances and symbols.
1. Representation
That is, it is directly reflected by a distinctive and perceptual image. It is basically faithful to the natural form of objective images. After refining, summarizing, and simplifying, it emphasizes and exaggerates its essential characteristics, and makes it rise from the reality of life to the reality of art. This kind of logo graphic is characterized by its vividness, liveliness, clear meaning, and less ambiguity, and in addition, it is generally selected as a symbolic object that people are familiar with, so it has an easy-to-identify point of view.
â— International sports competition logo
The logo is very descriptive, and its creativity draws on the allegorical story of "Turtle-Free Racing". The logo graphic directly shows the scene where the tortoise and rabbit race side by side. The content is rich, the shape is simple, the image is intuitive, vivid and interesting, and it has strong identification. After watching it can leave a deep impression.
â—Korea Jockey Club logo
The designer has artistically processed the image of the main character of the Jockey Club, highlighting the appearance of the horse's head and neck. In order to express the theme of the game winning is the speed of the lead, but also to the horse's armor hair horizontal linear exaggerated treatment. The entire graphic is concise and vivid, with a strong sense of speed, good recognition and visual impact.
â— Yacht Service Company Logo
The image of the main yacht of the company's service project is very concise and contrasting. The designer made a bold lean to the left on the image of the entire yacht. Let the first half of the yacht out of the graphics, while a circular sun at the upper left, resulting in a strong sense of visual flow to the left movement, vivid expression of the theme of cheerful entertainment services.
â— Shadu Religion and Cultural Center logo The figurative figure of the logo graphic comes from the abstraction and generalization of the natural image. The upper part of the figure is an Islamic church. The lower part is Islamic text and frame shape. The feeling of the entire screen is like an unfolding scripture, solemn and solemn, and has a strong religious meaning. This clever combination of styling makes the characteristics of the logo image vivid and prominent, giving people a rich association.
â— Pet shampoo sign
The graphic directly displays the appearance image of the object-specific pet used by the product to highlight the special use of the product. The simplistic artistically treated pets look very cute and lovely, giving people a strong sense of intimacy and good association. They also have a good recognition and recognition effect in the display of merchandise, so that buyers can quickly identify.
2. Symbol class
Embody a company's organization or product with symbolic or related things, use metaphors or hints to express the design ideas that the logos are designed to express, and create symbolic artistic images. Although this kind of design expression form lacks direct diagrammatical and descriptive, it is subtle and subtle. Meaningful, implication, rich aesthetic connotation, give people a strong and deep impression.
â— Canadian helicopter company logo
The logo symbolizes a hummingbird that has the same flying characteristics as a helicopter. The hummingbird is beautiful and dexterous, has superb flying skills, and its ability to make short stays in the air resembles the performance of a helicopter. Choosing it to symbolize a company that is good at flying is not only appropriate and reasonable, but also highlights the company's service features and gives people a relaxed and happy association.
â—Sitadel Shopping Center logo
The logo image is taken from the Pegasus, a symbol of business gods in western myths and legends. After generalization, refinement, and processing, the Pegasus has human heads and wings and reveals an astonishing power that makes it appear to be powerful and magnificent. The whole shape is concise and powerful, enshrining the meaning of protection, auspiciousness, and soaring, and it can give the center of the shopping consumer a good impression and memory.
â— Switzerland - Canadian Assets Bank logo
This is a very successful logo graphic designed using symbolic art forms. In order to express the concept of "joint venture" or "cooperation", the designers cleverly selected and combined the national flag patterns of Canada's Maple Leaf and Switzerland's Cross to design new patterns. The new graphic form can also make people see the Maple Leaf and cross graphics very clearly, which is a good way to understand the special nature of the bank's asset composition. Therefore, it has a good recognition and memory effect.
â— LADYBIRD furniture store logo
The difference between this logo and the general furniture store logo is that it does not use a specific emotional image that expresses the appearance characteristics of the furniture, but instead adopts an indirect and implicit symbolic expression that is dexterous and exquisite in shape and color. The gorgeous and elegant insect beetle is a symbolic image that hints at the characteristics of the product and gives a sense of novelty and intimacy. The composition of the entire logo is very clever and unique in terms of form handling, and it is full of strong aesthetic taste, which leads to a beautiful association.
â— American Peace Academy logo
In order to demonstrate the unique connotations of Peace Academy and other colleges. The logo designer focused on the word "peace" and used the symbolic form to express himself. The symbol of the common meaning shared by the meaning of "peace" is pigeons and olive trees. Designers will carefully combine them and add a circle of words on their periphery to form a concise and vivid picture. They have successfully expressed the design concept of “maintaining peaceâ€. (to be continued)