-Structural characteristics of the application.
(xx Institute of Technology)
Abstract: As one of the creative methods of logo, the design method of repeating basic form has been proved in many successful design examples, which has great design space. This paper mainly introduces the concept, application characteristics and application forms of the basic form of repetition, and further deepens the understanding of the basic form of repetition through the analysis of design examples.
Keywords: basic form of logo design, repeated basic form
Introduction to 0
Logo is a kind of mass communication symbol, which expresses certain meanings with various concise images, conveys clear and specific information, and has powerful functionality beyond language and writing. An excellent logo should be original, clear and beautiful, so its design methods should also be diversified.
As an effective means of logo design, the design method of repeating basic forms has been widely used in the actual design process. It changes repeatedly with a single basic form, creating a new artistic form with visual impact and providing a broader and richer design space for the logo.
1 Concepts of basic form and repeated basic form
The basic form is the basic unit that constitutes a graph. You can use points, squares or line segments as basic shapes (as shown in figure 1, 2, 3). Basic form is the most basic and fundamental form among the elements of multi-form design. In logo design, besides using this form, we can't be limited to this simple basic element. We can divide, overlap and cut points, lines and surfaces in a basic unit (such as a 5×5cm square) to form a basic shape with changes. This changing form is fuller than a single basic form, and it is easy to form an image with visual impact.
After the basic shapes are combined according to certain rules, a new figure is formed, which is the repeated basic shape. In the process of composition, the basic form of repetition can change the direction or adjust the area according to the needs of the image, thus forming a rhythmic beauty. There are both changes and a strong sense of order. Take Figure 2 as the basic shape and arrange it in different directions to get the repeated basic shape. Figure 4, a vivid and orderly new graphic is produced.
We can see the shadow of repeating basic forms everywhere in our lives. Laying tiles on sidewalks is a repetition of thousands of basic shapes. Floor tiles sometimes change direction, and sometimes the area and color match, forming a unified and changeable graphic, which adds a bit of interest to passers-by. Everyone is familiar with the five rings of the Olympic Games (Figure 5), which are also the deduction result of repeating the basic form. The logo takes a ring as the basic shape and repeats to the lower right, forming the figure of the upper three rings and the lower two rings. Then, according to the design needs, the five rings are interspersed with each other to connect them to form a unified visual image and convey the Olympic concept of mutual integration and unity among the people of the five continents. This symbol has left a deep impression on all countries in the world.
2 repeat the characteristics of the basic form
1) Try to be concise.
Easy identification is a major principle of logo design, which determines the special requirements of concise logo design form. The so-called "Jane" is to be concise and eye-catching; The so-called "clean" means to be clear and white. Simple is not simple. As an artistic law, simplicity is to organize complex meanings and diverse forms into a unified structure, and to organize complex materials into an orderly whole with as few structural features as possible. It means a reduction in quantity and an improvement in quality. For example, triangles are simpler in structure than squares, but more complex in nature. Concise images have a strong visual impact, producing a clear, powerful, fixed and unified impression in people's minds, which is easy to distinguish. The basic form of repetition itself is a basic form of repeated arrangement. In order to obtain good visual effects, it is necessary to scrutinize the design and arrangement of basic forms repeatedly, and obtain the richest visual effects with the simplest graphics.
The logo of Japan's "Mitsubishi" company is unforgettable. The "Mitsubishi" logo (Figure 6) takes a regular diamond as the basic shape of the logo, and rotates and repeats at the angle of120 with the apex angle of 60 as the center in the diamond, thus forming a figure contained in a large triangle as a whole. It is concise and easy to remember. As long as people see the combination of these three diamonds, they will naturally think of Mitsubishi.
2) compact structure
Logo design is an art between squares. It should create complete and beautiful graphics in a limited plane, and at the same time, it should be easy to identify, unique and accurately convey the internal information content of enterprises or institutions. This requires designers to fully consider the comprehensive factors of signs when designing, weigh and compare them repeatedly in composition, and avoid irregular combination and arrangement by deleting complexity and simplifying, which leads to cumbersome logo design. Compact design can form a full and complete visual effect, giving people a capable and rigorous impression. Signs designed with repeated basic shapes often adopt simple basic shapes, which form a visual center of gravity with a central point in the arrangement and combination of basic shapes, and convey the image and connotation of the signs with a compact structure.
The logo of Italian Edison Company has undergone a redesign process with the reform of the enterprise. Compared with the old logo, the new logo (Figure 7) takes Montedision as the center, and the four repeated arrows around it symbolize four departments, expressing the idea of overall directional flight. In the logo composed of four arrows, the middle position just forms a blank arrow shape, which is formed by repeating the interesting arrangement of the basic shape. The contrast between black and white makes this white arrow become the visual center, which increases the interest and visibility of the design. The overall design structure of the logo is rigorous, which accurately expresses the professionalism of all departments of the company, Qi Xin, and establishes a good corporate image for the company.
3) Pay attention to balance
Balance gives people a steady and practical psychological feeling. The sense of balance is an indispensable feeling in human physiological vision, and our vision is used to the sense of balance brought by symmetry. For example, the human body structure is symmetrical from the position of the five senses to the trunk and limbs. Most of the growth structures of other animals are also symmetrical, such as butterflies and goldfish. Symmetrical form can achieve the balance of force in function and make people feel intact in vision. In the design of repeating basic forms, there are many examples of breaking the symmetry balance. This is because symmetry is too complete and lacks change. People's vision is not satisfied with a completely rigid form, but requires development, progress and change. The basic form of repetition can reconfigure and adjust its weight according to the center of gravity of the force, so as to achieve the effect of balance, which can be represented by the balance diagram of the force (Figure 8). The basic form of repetition changes on the basis of maintaining overall balance, which is greater than that of complete symmetry.
The logo of Huamei Company (Figure 9) was born in 1949. WACOAL's brand image and authority are quite high, and it has a high reputation in the manufacture and sales of women's underwear. On the occasion of the 30th anniversary of the company, "Gehua" redefined its business philosophy and objectives, and redesigned its logo. The new logo is transformed from two capital letters "V" to form the company initials "W". In order to avoid the monotony of the combination, one of the letters "V" is mirrored in the permutation and combination. The logo is like a bird spreading its wings and flying, full of youthful vitality. The concise and lively image presents a stable and balanced beauty.
3 repeat the application form of the basic form
1) Parallel type
Symbols composed of repeated basic forms in the form of straight lines, oblique lines or curves are juxtaposed. You can choose two or more basic forms for juxtaposition. The repeated basic form formed by juxtaposition is unified in form, coherent in image and good in sense of order. There are parallel juxtaposition and dislocation juxtaposition. Parallel juxtaposition refers to the horizontal displacement of repeated basic shapes in the horizontal direction, and the signs formed by it give people the effect of visual extension of graphics, which increases the interest of signs. The logo in figure 10 strongly illustrates this point. The signs formed by dislocation and parallelism are more varied than parallel juxtaposition, which increases the sense of movement of the signs. Take figure 1 1 as an example.
2) Symmetric type
The symbol formed by repeating the basic form in an axial symmetry or point symmetry way is called symmetry. The basic forms of symmetrical repetition can increase the vividness and vitality of signs through overlapping, interleaving or interleaving, seek changes in the same basic forms of repetition, and break the psychological feeling of insufficient changes brought about by one-to-one correspondence. Symmetry can be divided into complete symmetry, superimposed symmetry and staggered symmetry. Figure 12 The completely symmetrical logo is neat and rigorous, with a strong sense of order, showing a quiet, peaceful and simple beauty. In figure 13, the superposition symmetry symbol has a formal change compared with complete symmetry. Repetition of basic morphological changes endows the logo with aura, enhances the visibility of the logo, and increases the fun of symmetrical morphological changes. However, the staggered and symmetrical signs in the figure 14 form an interesting figure which is integrated with each other, and this symmetrical form is often adopted by designers.
3) Rotary type
The symbol formed by repeatedly rotating the basic shape with a certain point as the common point is rotation. Rotation can select three or more basic shapes to rotate at a certain angle and direction, and the rotation angle can be equal angle or gradual angle. The basic form can gradually rotate and spread from small to large, from dense to sparse, and from the center to the outside, forming a beautiful proportional relationship and a strong sense of rhythm. The signs of rotation are divided into equidistant rotation and gradual rotation, and the signs of equidistant rotation (Figure 15) are complete, plump, harmonious and beautiful; The sign of gradual rotation (figure 16) is vivid and smooth, with strong sense of rhythm and full sense of rhythm. Rotation contains extremely rich factors of beauty. The growth structure of many creatures in nature is the perfect embodiment of rotation, such as bird's nest, nautilus shell, sunflower seed, pine cone and so on.
4) comprehensive type
In the process of logo design, the combination of repeated basic forms is sometimes the comprehensive application of various forms. It is characterized by juxtaposition symmetry (Figure 17) or symmetrical rotation (Figure 18), and several forms are eclectic, integrated and infiltrated with each other. The visual effect of the comprehensive logo is generous and stable, rich in order and beauty.
4 design example analysis
There are many examples of signs that repeat the basic form, and familiar signs such as McDonald's and Motorola are successful interpretations of the basic form of repetition. The distinctive features of the basic form of repetition are favored by many logo designers and appreciators. The following is an analysis of the emblem of Anhui Electric Power Industry Association designed by the author.
When designing the emblem (Figure 19), the author considered that the logo should not only have the characteristics of the power industry, but also reflect the purpose of the power industry association to serve the society, serve the power enterprises and communicate and coordinate the relationship between the power industry and the government, so he chose abstract graphics as the basic shape. This basic form is not only like a bridge, but also like the continuous transmission of current, which accurately expresses the industry characteristics of the power industry. After repeated rotation, the selected basic form forms a coherent figure, which is connected together like two ties, implying Lenovo's "communication and coordination" function. The logo is concise, bright and compact, and the two basic forms are intertwined, forming a generous and steady composition. After the evaluation of readers and the evaluation of experts in Anhui Electric Power Bureau, the logo has been officially put into use, and has been applied to enterprise identification systems and related media.
5 concluding remarks
The design method of repeating the basic form is one of the many methods of logo design. In the specific design process, designers should not only have the ability to judge the simplicity and complexity of basic forms, but also master the characteristics and application forms of repeated basic forms, and create logo works with aesthetic value.
Only when the logo is applied in practice can it reflect its own value, accurately express the cultural concept and ideological connotation of the enterprise or institution, be a successful design, and form a dynamic design recognized by the society and the public.