Logo graphics are simple and simple, and at the same time have rich and accurate information, often have a multi-meaning performance. We can purposefully practice methods to provide practical ways for our creative expression, to achieve visual refinement that does more with less, and makes the form pure and meaningful.
Positive and negative shapes are an interesting performance in graphic design, which means that positive and negative shapes borrow from each other and rely on each other, and the figures that are positive and negative can be reversed to each other. The clever use of positive and negative design logos can make the symbols emit more information, create corresponding visual novelties, and rely on the close relationship between the interdependence, interaction and complementarity of the positive and negative forms to vividly and vividly express the unique semantics of the signs.
For example, the 26-letter symbol has a fixed morphological structure, which also has its own characteristics of negative space. In logo design, the negative space of the letter form is one of the ways to further express the meaning of the symbols of the text as needed. The direction of change of the negative shape of the letter: the change of the case of the letter; the change of the font of the letter selection; the change of the angle of the combined object.
In the plane composition, the proliferative composition of the unit shape, that is, the group combination of the unit shape, is a very important method of creating forms. This method can be fully utilized in the logo design, the unit elements with special meaning are combined and processed to form a new visual shape, to achieve a multi-meaning performance, and because the unit form is the same or similar, it will not be scattered and messy because of the increase in elements, so as to uniformly express the concept.
First design a concise and clear unit basic shape (pay attention to the harmonious changes between the various edges of the form, you can promote the fusion of the patterns between the various edges into the best element shape), and carry out a variety of purposeful arrangements and combinations of visual attempts, such as balanced rotation, symmetrical emission and other forms, group combination of various intentions of fresh expression.
One of the most direct ways of visual expression of the logo is heteromorphic isomorphism, that is, two or more forms of different objects that represent the meaning characteristics of the logo are unrealistically constructed into a new form of the whole, which not only breaks through the limitations of the original meaning of the form, produces a new meaning of non-logical relationships, meets the needs of the concept of the logo, but also creates a visual novelty. Several manifestations of heteromorphism:
1. Unrealistically connect illogical material symbols into a whole through the similarity of their shapes, creating new relational meanings and conveying specific thematic messages.
2. A specific element that makes up a substance is replaced by another element that does not belong to its substance for non-realistic substitution, where the shape of the substitute replacement and the original shape of the part of the substance should have a certain image similarity, and through a wonderful and abnormal combination, it will trigger new vision and new meaning.
3. Combine two different forms into one, so that the new shapes created have the visual characteristics of both forms. At the same time, it can be interpreted as two different forms, and through the connection between the two forms, it produces meaning and conveys a highly concise visual message.
In the design, breaking a contour line can only define the reality of one object, using a contour line to define two closely connected and mutually supporting images at the same time, so that the contour lines between shapes and shapes can be converted and borrowed from each other, mutually long, so as to express more and richer meanings with as few lines as possible, showing the charm of the streamlined pen. This is the symbiotic form.
Through the same junction line is shared by the two shapes, and a complementary seamless form is formed, creating a rigorous fit between the two forms, making the form simple and compact and interesting.
The various spatial states learned in the plane composition appear irrationally in a single space, and are also a favorable means of creating new visions and new tastes in logo design. Let the impossible become possible, let the unreal become reality, while creating visual conflicts, the sudden expression of meaning, enhance people's visual curiosity, unique three-dimensional sense and non-realistic form, with magical magical charm, very interesting. There are several main ways of forming irrational manifestations:
1. The coexistence of multiple spatial perceptions
Increase the number and position of horizons or vanishing points on the screen as needed, and organize objects in different spaces on the same two-dimensional plane.
2. Misaligned connection (pattern crossover)
The original correct physical structure is mistakenly connected and matched, forming an incredible unrealistic form.
3. Mixed dimensional performance
On the same plane, through the clever and natural combination of three-dimensional modeling and two-dimensional modeling, the real impossible is wonderfully created in our visual performance.
Logo graphic design pursues simplicity and clarity, and advocates visual expression with the most streamlined shape under the premise of clearly expressing ideas. Sometimes, according to the situation, on the basis of ensuring its modeling characteristics, we can simplify the design of the logo graphic, use the reduction and incompleteness of the graphic symbols, strengthen the thematic characteristics that we want to highlight, stimulate the imagination of the viewer, make it reveal new meaning, and create a novel visual feeling.
Invisible expression mainly relies on people's visual inertia and visual experience. Although the object to be depicted has been generalized, abstracted or incomplete, because some of the basic features are retained, the viewer will consciously retrieve the image with relevant visual characteristics from the memory experience according to the existing vague and incomplete shape when seeing this image, and supplement it completely to form a specific object.
In the expression of the concept of signs, a specific unit shape can be suitable for rectangles, trapezoids, triangles, circles, wavy shapes, rings and other regular shapes, and even suitable for meaningful specific forms such as heart shapes, flame shapes, wine cup shapes, exclamation points, and five-pointed stars, so that it can be expressed by a single meaning to take into account the new expression of the new meaning of the overall shape, and achieve a new creation of multiple meanings.
This is a very effective expression technique, and the individual elements form another meaningful other form through purposeful modeling, combination, and collocation, which must be a refreshing new vision.
The geometry is purposefully divided, and then various attempts are made to recombine as needed to find the best visual form and achieve the ideal glyph image.