6, the composition of the scene

The sign composed of scenery as the material is generally based on scenic spots and monuments. Its purpose is to use the visibility of existing scenery to increase the visibility of the mark. The landscape image is usually very large, and it is necessary to adopt trade-offs, overviews, and refinement techniques so that the graphics are both concise and without loss of scene features.

7, artifacts constitute

There are traces of artificial artifacts that have been artificially created, and they all have their own characteristics. All of them can be used as a symbol for material composition, and there are many methods for head-up and geometric induction. This symbol, which is made up of the image and text of the bell, is a constitution of an artifact as a material, or it can be said to be an integrated structure. The arc formed by the text of the bell pendulum seems to be the sensation of the ringing tone. The appearance is beautiful and the concept is very clever. The “Coffee Shop” logo is very personal in its expression. It only uses a single motion curve to solve the shape of the cup. Even the feeling of the coffee in the cup is expressed. It is very creative, and the image of the logo is particularly strong. good results. The "publishing" logo is very characteristic in the interplay of black and white relationships. The gap between the three books is the inner page of the book. The three connected thin lines show the spine, which is very simple and clean, with no extra space. .

8, geometric composition

The signs made of materials in various geometric shapes are all abstract shapes, and they must have distinctive personalities. It is characterized by strong visual impact, good adaptability to production, and a strong sense of modernity. For example, “PKU Founder”, in order to express the feeling of “Founder”, the designer adopted the white party to set up Black, square duplication, and squarely dealt with methods, which are associated with the name of the company, so that its allegiance is highlighted. The repetition of the square only has no personality, so the top left corner of Black is cut off, which not only preserves the integrity of White, but also makes the logo's image characteristics clear. The symbol's feeling is very good, very simple and generous. The "International Wool Bureau" logo is composed of repeating arcs. The three groups of arcs show a feeling of softness and fluffiness. The image is very characteristic. "Mitsubishi" sign is concise and concise, the image features are very clear, and the visual impact is particularly strong. The basic elements of "Design Things" are the most basic squares, circles, and triangles that are commonly used in designing. After being arranged, it looks like a small house. It is concise and clear. In the design of geometrically formed signs, the use of graphic speciality, dislocation, and changes in the direction of movement can also create very distinctive signs.

9, comprehensive composition

The signs of any two or more combinations of materials mentioned above belong to the category of comprehensive composition. In general, a material composition should be used to highlight the subject image or body text. The composition of the following signs are very characteristic and their expression methods are different. The second one is the sign of “Living Space Studio”. The performance of the graphics is as if the designers drew it readily. It looks relaxed and relaxed and very personal. It is worth mentioning that the hair represented by a short straight line has a little more on the right side of the head shape. No matter what it is, its emergence breaks the symmetrical pattern, makes the logo appear vivid, and the image features stronger. The treatment is very neat and contrasts with the casualness of the graphic. The whole logo design gives people the feeling that it is both chic and rigorous. The logo design language is excellent.

Fifth, the sign of creativity and composition method

1, the ultimate goal of logo design to pursue Our design of trademarks should pursue such goals: a unique perspective and creativity, personality and characteristics of the characteristics of the image, the form of expression and content of the close integration, a unique logo design language, modern sense. The trademark we design should be distanced from all signs. If it is not careful and “crashes”, no matter if it is creative or graphic, it should be done without hesitation.

2. The design of the logo The creative idea of ​​the program must be creative thinking: The perspective of observing and analyzing the problem is different, the starting point of the design is different, and the form of expression is unique. In the design process, we can refer to such a process: First of all, we must list the contents that must be expressed in texts. We must rank them in order of importance and priority. We must be aware of them, and I call them "head-to-head jobs." Then, from different perspectives on different content, look for the best entry point, identify and begin to design the basic material that constitutes the trademark. Finally, compare, filter and optimize the designed materials, select the most important and most representative materials and ponder over them, and restructure these materials to deal with black and white and spatial relationships until a satisfactory trademark is formed.

3. Excellent Logo Design Example In order to vividly reproduce the design process of a logo, we use the “China Philharmonic Male Chorus” logo as an example to analyze how a logo is creative and what constitutes the most important The most basic link.

The “China Philharmonic Male Choir Logo” is one of Mr. Chen’s carefully designed logos. There are two main points in the content of this sign: First, "chorus" - it is neither a solo nor a sing. "Chorus" is a distinctive feature of it. The second is the "male" chorus - it is different from the female voice, but also different from the male and female chorus, we can imagine that the most prominent feature of male chorus is the majestic momentum of men's singing, this is another significant feature of it. How to express the above specific content, how to express the momentum of male chorus, where to start design materials, and a series of issues must be carefully considered before designing. It is not easy to show such a wealth of specific content on the logo of a place.

Men's English is "MAN", starting from English words, the foreign letter "M" as the basic material for logo design. The letter M was redesigned and a dot was added to the top of M. It became like a half-length man in a suit. It was a very smart idea. As long as there is a person with a little bit of common sense in English, one can effortlessly associate the image with the very precise shape and connotation created by the letter's meaning. The basic material used as a sign is appropriate. A man's image is not enough to embody the momentum of the “China Philharmonic Boys' Choir”. Therefore, juxtaposing these three basic forms and designing six more dots on the top, the “symbols” of the choirs represented by nine men and women staggered one after another. Basically formed, a big feeling came out, and it was very imposing! However, as a sign, it needs further simplification. Therefore, on this basis, we continue to do "subtraction", rearrange, and reframe. Namely: the two basic shapes are juxtaposed, and a dot is designed in the middle to symbolize a person in the back row. Two more dots are designed above the combined image. The choirs represented by the five men's figures are simpler than the originally designed logos. Much more, but also retained its momentum. It should be said that the author is still not satisfied. He feels that the logo is not concise enough and needs to be streamlined. How to reduce it? You can't just make a fuss over the basic material arrangement and you should think about new ways. As a result, the basic shape of the original design was torn down and the material was redesigned. Still based on the foreign letter "M", two "M"s are connected to form an image that resembles a man's upper body and a "Great Wall". Three points are designed above this basic shape, and a new man's choir logo is born. The meaning of the letter “M”, the Great Wall momentum formed by the combination of the male image represented by the combination of “M” and “M”, shows the specific meaning of the “China Philharmonic Boys Chorus”.

However, the author is still not satisfied. He has a higher goal. He also has to dig deeper: - Zooming in on one of the three points above the image of the Great Wall, a new visual image emerges: The front center seems to be the orchestra's command The back of the team, the drooping arms are so vivid, and the back is like the image of two music team members. Even if they look together, they look like the Great Wall. Their combination is nothing more than what they are. It finally becomes A very successful "sign with a specific meaning" - "China Philharmonic Male Chorus"! We can see the designer's rich knowledge, bold ideas, rigorous work style, unique expression techniques and hard work in the whole process of combining the creative, material design and structure of this logo into a new “symbol”. ! This is something we should seriously study and learn from.

In teaching, through analysis, comparison, practice. Students can continue to understand relevant theories during practice and improve their design skills. Students' progress can be seen. The key is the change of ideas. In particular, the understanding and grasp of the logo design language, the abstract shape, shape and shape of the shape, shape and space, negative design, understanding and grasp of the appearance and additional appearance of the logo are all crucial. Below are some of the student's class assignments. We can see that as long as students basically understand the language of logo design and master the basic methods, under the guidance of teachers, students can create a good work, and some works can also be obtained through active learning and active learning. Various awards in the society. List of student assignments: Wang Yu, Yu Dan, Feng Dayu, Luo Min, Liu Yanrong, Xiao Yu, Che Jing, Wang Jing, Zhang Yongchao, Luo Yinxia, ​​Gao Jian, Wang Xing, Yan Bing, Chen Changlong, Zhang Jiangwei, Ma Chengpeng, Chen Wenmo, Zhang Wenting, Zheng Huanyi, Hu Jinting. Author Xia Dianqing graduated from the Central Academy of Arts and Crafts, packaging in China. Member of the 3rd, 4th and 5th National Committee of the Association Design Committee, member of the Chinese Arts and Crafts Institute, deputy chairman of the Design Committee of the Hubei Packaging Association, director of the Hubei Provincial Science Artists Association, and member of the Wuhan Artists Association.

Author / Xia Dingqing