Source: WeChat public account pingmiandesigner (graphic design)
The logo creates a content-rich form in a very limited space, not only to look good, but also to show a unique temperament.
Order is the guarantee of unity, in the logo design, although the elements of the shape are few, but also to deal with the composition relationship between them well, so that they become a closely related, orderly visual whole, to create a simple unified symbol.
The logo graphic is simple and vivid, and should not be complex, so in the shaping of the logo shape, attention should be paid to the coordination between the various forms and elements of the logo, grasp the order and rules between them, and make it a whole that is interlocked and closely linked.
For example, to unify the direction of the various morphological elements as much as possible, so that the changes between them are agreed or have mathematical rhythmic changes. The various elements of the shape should have a unified sense of vision, although the form is different, but the internal formal rules make them harmonious and become an inseparable unified whole.
The single order can sometimes appear bland and monotonous, consciously creating appropriate contrasts through the differences in size, length, thickness, direction, black and white, virtual reality, curvature and so on between the morphological elements, which can make the logo more vibrant. However, the grasp of the degree of attention that should be paid to in the comparison is carried out in a planned and measured manner under the premise of subordination to the great unity of vision.
Differences between morphological elements are expressed in an orderly manner, just as the priorities of musical expression form rhythms, thus creating rhythms. Rhythm can give people an associative aftertaste and bring a strong life to the sign.
The visual representation of the logo is a minimalist art between the square inches, which pursues a stable balance in the visual. The symmetrical sign form is easy to balance and appear stable; while more sign forms are not symmetrical graphics, requiring the upper and lower left and right of the sign form to pursue balance from the form, size, color quantity and so on.
Glyphs require a strong sense of vision to attract attention, but we sometimes have creative and ingenious but weak visual situations in the design, at this time we can try to line a base for the symbol graphics of the design, so that the original delicate, scattered form of white appears, and the basemap is integrated into a whole, showing a strong visual sense.
The bottom shape should also be regarded as an important element of the logo shaping, in line with the temperament of the logo. For example, when expressing stability, you can use a simple and powerful square to express a lively shape, you can use a sloping, sleek and smooth oval shape; when expressing tradition, you can use a ruyi shape that symbolizes auspiciousness, and so on. According to the needs, you can also consciously adjust the position of the map at the bottom to create a dense contrast, so that the surface appears ethereal, leaving more room for the viewer's imagination.
Sometimes, according to the actual needs, the limitation of crossing the anti-white pattern across the bottom is a good way to avoid rigidity and increase the breathability of the logo graphic. Depending on the type of color used, the substrate can be divided into two types:
(1) With a single color substrate, create a simple and powerful visual image.
(2) With two or more color substrates, it not only creates a rich and varied visual effect, but also maintains the simplicity of the main body shape.
In the final analysis, any image can be said to be the composition and application of points, lines and surfaces, and the logo graphic is no exception. In logo design, choosing the right representation is fundamental to achieving the visual meaning of the logo.
(1) Visual composition of points. In plane composition, we know that the concept of points is relative, that any relatively small form can be seen as a point, and that points can be round, square, triangular, or even figurative forms. In logo design, reasonable use points can express a vivid spiritual feeling.
(2) The visual composition of the line. The trajectory of the point forms a line, the line has a wide and narrow, straight, long and short points, we can use a variety of tools and various means to create a variety of feelings of the line. In the form of online representation, the gradient of the line changes step by step through similar basic shapes or bones, showing a phased, harmonious order.
Different gradient forms of lines, such as length, spacing, direction, etc., can make the logo convey different visual feelings to the viewer. Through the length, spacing, direction, position, image and other aspects of the line, there are regular changes, thus giving the rhythm and rhythm of the logo a sense of formal beauty.
(3) The visual composition of the surface. Lines can be enclosed into surfaces, lines thickened to a certain extent is also considered surfaces, surfaces have size, virtual reality, abstraction and figurative points, the overlap of faces and surfaces can enhance the sense of space of the logo.
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