Business logo design teaching theory graphics class one

Chapter III Graphic Marks

Graphic trademark marks are divided into two categories: figurative graphic trademark marks and abstract graphic trademark marks.

Whether it is a figurative figure or an abstract figure, it draws on all the macroscopic and microscopic images in the natural world and all the images that people create in the production labor. The graphic trademark design can be used to design the theme of Dachuan, Celestial geography, flowers and birds, insects, animals, clothing, food, housing, transportation, etc. Therefore, it is not limited by language and territory. People can call out trademark logos only by identifying the graphics. Name or basic understanding of its meaning. Therefore, graphic marks and logos are the most widely used trademark marks in the world.

Section 1 Logo Graphics Logo Marks

Concrete image refers to a specific image. However, the concrete image in the concrete trademark is not an image in pure natural form, but a highly general, symbolic, and patterned image. Therefore, in the design of figurative graphic trademark marks, the expression of natural meaning is generally not used. Instead, the natural form should be used as the original form to summarize, refine, select, and change so that it has typical image features and distinctive personality characteristics. After the designer's artistic processing and concept creation. Create new visual images that express the connotation of the industry or product they belong to. The representational and imagery methods are usually used in the design. These two methods of expression also apply to the design of text and comprehensive trademark marks.

First, the appearance of the method

Representational methods are directly reflected by an apparently perceptual image, and the artistic image created indicates the nature of the commodity or corporate group.

1. Directly presenting product image

The trademark of a German bulb factory “H” bulb (figure 87); the trademark of a tool manufacturer in France (figure 88); the trademark of a certain American lock company (figure 89), etc. Image. This product image is not a purely natural form, but an image that has been highly summarized, refined, regularized, and patterned.

2. Performance product brand name image

The logo of the Canadian HAAs Ropemaking Plant (Figure 90) uses the rope image to shape the initial letter "H" of the brand HAAs; the trademark of the British Seagull brand shirt (Figure 91). The image of the goods is directly indicated by a set of gradient seagulls. Brand name; China's "Butterfly Brand" cosmetics brand (Figure 92) uses the refined butterfly image to shape the brand's first pinyin letter "H"; Taiwan's Jixiang Tile brand's trademark directly uses the elephant to indicate the name of the product. , brand (Figure 93).

Such trademarks are translated into concrete graphics in accordance with the literal meaning of the company's brand name. Make people at a glance.

3. Performance and nature of business operations

The American Houghton Mifflin publisher’s logo (fig. 94) shows the contents of the publishing house in three different directions. The Woolmark’s pure wool logo (fig. 95) illustrates the unit’s nature. The U.S. Academy of the Arts logo (Figure 96) illustrates the direction of the college’s talent development in the film plus star image. Such trademarks and logos are not directly linked to the name and image of the company. Instead, they use the image of the trademark logo to express the business content and nature of the business.

Second, the imagery method

To symbolize the business idea of ​​a product or company with something imaginary that is associated with it. The content of a trademark mark is usually expressed in terms of metaphor, description, and hint.

1. Symbolic method: To express the personality characteristics of a trademark sign directly as a symbolic form with something that has a certain meaning and is associated with the brand and connotation of the trademark.

The logo of a PEACEC0RPS (Figure 98) shows the nature of the group by taking the image of an olive branch. The trademark of the German life insurance company (Fig. 99) protects the image of candlelight by hand. Taking the oldest person to the old age is already a “fearful year” and should participate in insurance to guarantee life in his later years. Symbolizes the service purpose of the insurance industry. The logo of a U.S. savings bank (figure 101) meets with two hands. The composition of a "tree" symbolizes that the two parties will cooperate with each other sincerely.

2. Imitation tactics: Using "anthropomorphism" or "quasi-materialization" techniques, imitating the characteristics and connotation of a specific thing, expressing the product or business philosophy.

The U.S. public insurance company's logo (figure 102) was changed from an eagle to a small eagle by using one big, one small and two five-pointed stars. Kitty is very safe under the feathers of the eagle. This is the use of animals to compare the meaning of the insurance industry; similarly, the Swiss Nestlé Foods company's trademark (Fig. 03) also uses the same quasi-materialization method to feed young birds with care. The mother’s mother’s love spirit is comparable to the company’s business concept and the excellent quality of food; the trademark of the DIxI waste paper shredder (Fig. 104) uses a monkey to simulate the actions of not listening, not watching, and not saying that the documents are processed by the machine. There is no such thing as writing, security, confidentiality and reliability. This is an anthropomorphic approach.

3. Metaphorical method: metaphor or metaphor of the connotation of a certain commodity or company with a similar image of things. Generally well-known idioms, stories or legends are used as vectors of metaphorical techniques.

The symbol of the Argentine municipal bank (fig. 97) uses the image of three superimposed chickens to compare the simple concept of chicken-egg, egg-and-chicken cycling. Illustrates the characteristics of the bank's interest in profits.

The trademark of the Jinji brand alarm clock (Fig. 100) produced in Shanghai, China, took the symbolic meaning of “Cockroach Timekeeping” to illustrate the accuracy of the alarm clock.
The emblem of Canada's reinsurance agency (figure 105) uses the dual meanings of the bird forest and the remnant leaf metaphor to metaphorize the function and service purpose of the institution.
The logo of the General Administration of Customs of China (Figure l06) uses the key to describe the country and the sceptre represents sovereignty. The sign of the two forms is a good sign of the nature of the "customs."

The logo of the China National Arts and Crafts Corporation (Figure 107) uses the patterns in the Chinese primitive society painted pottery to take the meaning of “a fierce fire sees true gold”, indicating that China’s arts and crafts have been tempered and kept in perfect condition.

4. Borrow method

Such trademark marks are often represented by people or things that can represent a specific historical tradition or geographical environment, symbolize the long-standing historical traditions of products or enterprises, or the unique geographical style they are in, inducing consumers to have authentic and authoritative identity. Or exoticism.

The flag of Air Canada (Figure 108) is marked by the Canadian initial letter G and maple leaves. Maple Leaf is a symbol of Canada and Canada's national micro. Many logo designs in Canada are variations of Maple Leaf (Figure 109, 110, 111).

KFC Fried Chicken trademark of the United States (Figure 112). The head of Sanders, the founder of KFC's fried chicken, expresses the authenticity and long tradition of products, origin, and quality. The brand names and characteristics of China's Zhang Xiaoquan scissors, Sheng Xifu hats, Tianjin dog stuffy buns, and Beijing roast duck also reflect specific geographical areas, specific traditions, and specific people creating specific brands.

The flag of the Wellsworth Bank in the western United States (fig. 113) is a wild horse carriage. The use of wild horses as an example symbolizes the development of the pioneering spirit of the people of the United States in the West. (to be continued)