Figurative signs are imitative expressions of objectively existing objects, with distinctive and vivid features, and their creative materials are mainly derived from life and nature, and have affinity because they are close to life.
Graphic elements are ubiquitous in logo design, figurative graphics undoubtedly have high research value, relative to abstract graphic figurative logos are more vivid, more visually shocking and infectious, can more accurately convey corporate culture.
Figurative signs have strong recognition and uniqueness, have unique object selection and configuration, give people intuitive and realistic visual feelings, and have distinct personalities in the transmission of corporate culture.
In the selection of objects, figurative symbols refine and summarize the specific forms that exist objectively in reality and sublimate them into intuitive visual symbols. Figurative signs are not simply realistic and copy the objective object form, derived from objective existence, and higher than objective existence, have their own unique features.
The presentation of objective object forms is more intuitive. Such signs sometimes use modern photography or painting to perform the modeling of the form, and retain certain characteristics in the image for a certain degree of restoration.
Impressionistic presentation. This type of logo emphasizes the contour and composition of the form, and pays attention to the collocation of colors, does a certain subtraction to remove local details, and retains the most core unique features.
Symbolic presentation. This type of logo symbolizes the key parts of morphological extraction, and preserves the characteristics of the form through certain design art techniques.
Objectification refinement. Figurative signs refine and summarize the objectively existing objects in reality and sublimate them into intuitive visual symbols. For example: Hangzhou city logo, showing the temperament of Jiangnan, simple and generous, combined with the architecture, gardens, arch bridges, ships, city outlines and other elements in the Jiangnan area to refine and summarize, and the Chinese character "Hang" evolved into a clear and bright visual image, making people clear at a glance.
Symbolic application. Logo design itself is a symbol with visual direction, its graphic symbols are relatively simple, so it must have a certain symbolism to show the personality image of the logo well, through the combination of modeling elements, points, lines, surfaces, bodies constitute geometric figures and free figures, conveying a specific symbolic meaning.
Integrate applications and refinements. Although the figurative logo has a certain intuitiveness, it is still different from the realistic painting, mainly in a pictorial way to organize the processing, strengthen the morphological characteristics of the image and simplify the structural layout, and achieve the harmonious beauty of the overall design.
For example: Nestlé company logo, with the bird's nest pattern as the trademark graphic, the English Nestlé (Nest) and the company's founder Nestle as the same root, the Meaning of English is to snuggle, comfortable settlement, directly reflect the intuitive image of Nestlé, but also very humane, the logo graphic integrates the bird and the nest, so that it gives appeal.
The graphic is directly ideographic. To the greatest extent, the objective original form of the object is expressed, and the shape is not too much shaped and changed, and the information of the direction is purely conveyed. For example, the KFC logo, Colonel Sandoz's signature butterfly bow tie image, has become one of the best and most recognizable brands in the world.
Graphical simplification. Graphic simplification takes the objective object as the source of the material, and simplifies the shape of the object through certain screening, generalization, refinement and other processing techniques, so as to highlight the most significant characteristics of the objective object.
For example, the most common bathroom signs in daily life are also the simplification of the image of men and women, retaining only the most significant features, retaining women's long hair, skirts and other characteristics, men's gentleman's clothes, hats, not only simple, eye-catching, but also clear the use of the bathroom object.
Graphic combinations. In the figurative graphics in logo design, sometimes it is necessary to carry out a certain combination, especially when there is more than one object of object expression, it is necessary to combine two or more graphic elements, and organically combine them through isomorphism, structure and reorganization, superposition and repetition, extension and other artistic processing methods.
Exaggerated deformation. Shaping and processing a certain feature or several features of the object, exaggerating and deforming, highlighting the personality characteristics and enhancing the visual appeal.
■ Exaggerated form, exaggerated performance of local characteristics of objective objects to attract attention.
■ Performance exaggeration, exaggeration of certain functions and characteristics of the objective object to be expressed, giving the exaggerated object a more visual and idealized effect.
■ Attribute exaggeration, through a certain artistic technique to change the original inherent attributes of objective objects, giving them new attributes. For example, the anthropomorphic visual processing of objective objects gives them new connotations and conveys unique artistic visual effects.
In short, figurative signs have strong recognition and uniqueness, often giving people intuitive and realistic visual feelings, easy to understand.