The application of animal modeling elements to car logos is a manifestation of the role of totemic culture in the field of logo design. Car logo is a sharp weapon to shape the image of the car brand, is to identify the visual symbol of the personality of the car brand, the enterprise will be the animal modeling elements applied to the car logo design, is to borrow the animal image to reflect the performance, quality and brand spirit, concept, cultural connotation and brand status of the car.
In the process of human social development, animals have always had a very close relationship with human production and life, animals have many similarities with humans, but also have many enviable abilities, such as birds can fly in the air, fish can swim in the water, etc., so the worship of animals is the most common in totem culture, which also produces many totem symbols marked by animal images.
From a global perspective, the "animals" currently used in car logos generally include horses, cattle, sheep, deer, leopards, lions, tigers, snakes, birds, rabbits, scorpions, and there is also a special type of "monster" created by man. The above-mentioned "animals" have basically been used as totems in the long river of history, and at the same time, some of the characteristics of these "animals" are also in line with the "appetite" of automobile manufacturers.
Among them, Italy's Ferrari, Germany's Porsche, the United States' Ford Mustang, mainland Baojun and so on use horse shapes in the car logo. Horses are both the embodiment of speed and once an important means of transportation in human life. Today, the important parameter used to measure the performance of automobiles is "horsepower", and the words related to "horse" such as leading the horse, horse to success, and galloping horse also have the meaning of leading, smooth, bold, free, unrestrained and other popular meanings. Based on this, ferrari and Porsche two major sports car companies and The Ford Mustang series of sports cars use "horse" in the logo.
Italy's Lamborghini uses the shape of a bull, compared with the horse, the cow is not known for speed, but in terms of strength and impact is superior, Lamborghini with a bull ready to go can also highlight the temperament of the supercar, but also reflects the brand's never accept defeat personality and the determination to challenge all opponents.
The Dodge in the United States uses the shape of the ram, which is strong and tough, which is in line with the high horsepower and large size of the American car, especially in the Dodge's pickup trucks. Russia's Volga uses the shape of the deer, Russia is rich in reindeer, the reindeer shape applied to the logo can strengthen the regional characteristics of the brand, and the lightness and agility of the deer are also suitable for expressing the excellent performance of the car.
The British Jaguar used the leopard shape in the car logo, the French Peugeot and the mainland Roewe used the lion shape, and the Malaysian Proton used the tiger shape. Leopards, lions, tigers and other beasts at the top of the food chain are both the embodiment of strength and a symbol of status, and the leopard's running ability, the instantaneous explosive power of lions and tigers, is also easy to make people ideal to the excellent performance of the car.
The British Bentley, Aston Martin, the Mini, the Russian Uas, the Czech Skoda, the continental seahorse, the East Wind, the Southeast, the Russian Uas, etc. use bird modeling elements. For thousands of years, human beings have dreamed of having a pair of bird wings so that they can soar freely in the sky, and the bird and its wings have gradually become symbols of transcending reality and pursuing lofty ideals. In terms of quantity, this styling element is also the most favored by automobile manufacturers, from luxury brands, personalized brands to popular brands.
Vauxhall in the United Kingdom used the "monster" shape of the griffin head, and Saab in Sweden used the "monster" shape of half eagle and half lion. "Monsters" usually combine the advantages of different animals, have more balanced abilities, have great power, and are an idealized product, which is a more intuitive embodiment of totem worship.
(1) Use the full shape. This method can fully express the overall posture of animals, such as Ferrari's "Prancing Horse", Ford Mustang's "Galloping Horse", Lamborghini's "Bull" and Jaguar's "Jaguar" before jumping, etc., all of which use the dynamic and imposing complete animal shape to illustrate the excellent performance and quality of the product.
(2) Use local modeling. This method makes a choice in the use of modeling elements, usually extracting the most representative local image features of animals to express them, and it is more suitable for expressing the details of the modeling. Such as dodgers' ram's head, Horton's bust lion, Bentley, Aston Martin, mini flying wing logo, etc.
(3) The comprehensive use of complete modeling and partial modeling.
(4) The independent use of animal modeling elements. The so-called independent use is that the entire car logo does not use other graphic elements in addition to the animal shape, and the animal shape is the car logo model. Because it is necessary to consider the sense of balance, balance and stability of the logo modeling, but also to take into account the dynamics of the animal modeling and other factors, and each animal can meet these requirements of the representative posture is not much, which has caused many restrictions on the design, so this method is only used by a few brands such as Peugeot and Ford Mustang.
(5) The combination of animal modeling elements and other graphics. The design of the logo in this way accounts for the vast majority, such as the oval frame used by Mazda and the southeast, the circular frame of Skoda, the shield frame of Ferrari, Lamborghini, and Dodge. These graphic elements are matched with animal shapes, which makes it easier to coordinate the relationship between the balance, balance, stability and sportiness of the logo model, and the outer contour of the logo is also more regular, which also creates favorable conditions for the organic integration of the logo into the front face design of the car.
(1) Partial realistic style. The animal modeling style is more realistic, and the car labels are Porsche, Ferrari, Lamborghini, Roewe and other products. This style of modeling is more classical, but the sense of modernity is not strong, and the details of the modeling are not easy to identify in the state of automobile movement. Therefore, the horses in the Porsche and Ferrari logos are treated as silhouette-like effects, and the yellow and gold background colors are used to contrast with the black horses, while the Lamborghini uses a black background to set off the shape of the Taurus, the purpose of which is to highlight the animal image through contrast.
However, from the perspective of pure visual effects, they are not in line with the needs of the overall style of increasingly modern car modeling, the reason for continuing to adhere to this program, on the one hand, should be considered that the classic status of the existing car logo in the minds of car fans is unshakable, on the other hand, these brands are actually using the style of unified, very personal characteristics of the car front face and the overall shape of the body to replace the role of the car logo, through this workaround can still maintain the brand recognition.
As we all know, the original technology of the Roewe brand originated from the British Rover Automobile acquired by SAIC, in order to emphasize the historical accumulation of the brand, so it will use a more classical animal shape. However, from the perspective of the development trend of car logo design, the use of realistic animal modeling is no longer the mainstream.
(2) Concise style. The more simple car logos of the animal style are Mazda, Mini, Aston Martin, Chrysler, Seahorse, Southeast, Cheetah and so on. This type of style pays more attention to the refinement and generalization of animal shapes, pays more attention to the overall composition relationship between animal shapes and the outer contours of the car logo, and is more modern. The simple shape can enhance the recognition of the logo at a longer distance or in the state of automobile movement, and is more in harmony with the increasingly technological body appearance.
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