Make it easy for logos to "play big cards"! Skillful use of formal suggestion

Logo design uses formal language to convey the meaning of the logo, using the characteristics of the formal language itself to express the idea of the design.

When designing logos, the rational use of different graphic forms such as points, lines, surfaces, spatial volume textures and textures is a way for us to express design creativity when designing logos.

Point of purity. The image of the point is relative, the most typical point is round, characterized by fullness, fullness, flow, lightness, flexibility, the point can constitute a line, surface, body, straight point gives people a solid, rigorous, stable, refreshing feeling, special-shaped point to give people a rich visual experience. The lines, surfaces and bodies composed of points have ethereal and transparent visual effects, and points can also create many figurative artistic conceptions when used concretely.

The agility of the line. The thread is a very sensitive hook element, and its detail changes can bring about a rich change in visual perception. Lines can be divided into geometric linear shapes, arbitrary linear shapes, linear mesh rigid thousand refinement, upward and downward setbacks, phase length, dense changes, can show different visual feelings.

Polyphony of surfaces. The polygon is the result of the movement of the line, the truncation of the body. In the two-dimensional space, it has a strong sense of form, and has eye-catching, affirmative, holistic and strong characteristics in the logo design.

The volume of space is real and modern. The body is a multi-dimensional extension of the surface, with real, thick characteristics, the vast majority of images in nature present the appearance of the body, the image of the body gives people a direct and real visual feeling. The logo shows the feeling of space and volume in the two-dimensional plane, which can convey a strong visual expression and a novel sense of modernity.

Texture is authentic and rustic. The presentation of texture and texture expresses the search for tactile satisfaction on the basis of visual perception. Seeking sensory synergy is an innate physiological need for humans. The texture and texture of the image give people a real feeling that is within reach. Showing texture and texture in the logo can convey or warm or intimate or real or rustic visual feelings, and has a strong appeal.

The constituent form law of logo design is a general law of evidence, which requires that in the design process, rationally deliberate the relationship between the repetition, contrast, rhythm, tuning and other relationships between various constituent factors in the logo, with the purpose of seeking unity in change, seeking change in unity, and finally making the logo concise, clear, unified and perfect in the expression of visual language.

1. Gradient and repetition

Gradient: It is a seemingly insignificant, non-fundamental change method, which is the increase or decrease of things in quantity, a regular quantitative change, and can harmoniously and naturally integrate two things with differences. Gradients can be divided into graphic gradients and color gradients.

Repetition: It is the same or similar elements that appear multiple times, and the repetition and organization of the law can produce a sense of rhythm, and have a unified order beauty and neat beauty. Repetitions can be divided into simple repetitions and variational repetitions. Gradients and repetitions are through obvious quantity control, so as to achieve the purpose of being easily recognized by vision, making people clear at a glance, and deepening the impression in visual functions and enhancing the memory of the viewer.

2. Reconcile and overlap

Reconciliation: It is the use of multiple artistic techniques to organically combine the different parts together, so that they are interconnected and reconciled with each other, so as to achieve a harmonious and vivid and complete and unified visual effect.

Overlap: Through juxtaposition, connection, overlap, staggering, transluction, differential stacking, compounding and other techniques, the original loose and complex graphics become harmonious and compact, and more importantly, the original plane composition units can be hierarchical, three-dimensional and spatial. Reconciliation and overlap are both seeking unity in differences and are important means of achieving change and unity.

3. Symmetry and equilibrium

Symmetry: It is a kind of formal beauty that human beings are most familiar with and the earliest to grasp, and it is a composition form created by thousands of years of historical civilization. The symmetrical figure has strong regularity, neat balance, rhythmic beauty and artificial craftsman beauty, so that people should be a kind of regular pleasure. Symmetrical diagram open bone grid you on your axis, according to the number of different horizontal, vertical, oblique and balanced several ways of composition.

Equilibrium: The interrelationship of two elements shows that the sensory content is supported by a fulcrum and achieves a visual and mechanical balance. Because of the equilibrium relationship of the forces between the parts of the object, people have a "visual equilibrium" mentality. The balance of quantities is that the figures on both sides of the center of the overall shape are roughly equal in quantity. When dealing with equilibrium, the factor of human "force inertia" should also be considered. In terms of composition habits, people often take the right as the inside and the left as the outside, which requires the proportion of the left side of the figure to be larger.

4. Breakthroughs and mutations

Breakthrough: In order to exaggerate a certain part of the figure or text, consciously distribute it on the outside of the contour line, making the work more vivid and eye-catching, called "breakthrough". The form of the breakthrough can be carried out from the upper, lower, left and right directions, the upper breakthrough gives people an upward, straight, tall feeling, the lower breakthrough gives people a sense of stability, tranquility and expansion, and the left and right breakthroughs give people a feeling of movement.

Variation: Variation is a free composition of local variation, which has a particularly striking visual effect compared with the regular global composition. Variation can be roughly divided into three types: shape variation, position variation, and color variation. Breakthroughs and variations should be appropriately changed and exaggerated according to the needs of form and content, but should not be exaggerated, so as not to destroy the integrity and unity of form.

5. Contrast and contrast

Contrast: Compare two different things or situations with each other. The contrast in logo design is to organize the points, lines, surfaces, bodies, size, direction, position, space, center of gravity, color, texture and other parts of a certain modeling element with a large degree of difference, compare and compare, and set off each other, so that their respective characteristics are more prominent. Contrast can be roughly divided into shape contrast, size contrast, position contrast, black and white contrast, virtual and real contrast and emotional contrast.

Contrast: Human beings have long used the contrast modeling technique to make graphics, in the contrasting graphics, the bottom can be said to be a graphic, and the graphic can also be said to be the bottom. The contrast technique adds meaning to the composition with a meaningless "bottom" shape, and uses two colors to contrast and contrast the image in the color. The composition is concise, the color is simple, and it is more and more widely used in logo design.

Contrast and contrast are a kind of design expression that is opposite, which can make the designed logo have distinct, eye-catching and inspiring characteristics, and if on this basis, seek unity in change, you can design excellent works with vivid shapes.