On the Design of Great Brands IV

(5) Form and structure

All things have form and structure. The study of form and structure is a kind of common research. The object of study is the form of the thing and the constitutive law of the structure. With methodological significance, with interdisciplinary nature. It has now been widely applied to a wide range of disciplines other than biology and linguistics. Many disciplines of plastic arts have thus added more effective research tools and methods. The fields of morphological design are geometric forms, forces (structures), and materials. The three are the three major elements that form the structure and structure. They are mutually related and cannot be separated.

The existence and movement of natural objects in nature have a certain structure, form, and order. Imitation of natural forms and functions produces bionics. The artificial form is the form of artificial artifacts. From small buttons to large-scale urban buildings are artificial forms.

The combination of the permanent and temporary characteristics of any thing or phenomenon is called form. Forms are constituted by their constituent elements according to certain organizational rules. Such organizational rules are called formal structures. Any form has its structure. Structuralism believes that the main factor in the decision-making form is its composition and not its constituent elements. The middle point, line, face, and color of the painting are limited, and the performance combination is infinite. From the molecular structure of matter to large urban areas, the formal structure plays a decisive role.

Understanding and analyzing shapes and structures from the perspective of symbols and linguistics, and even analyzing a design work or art work, not only has the value of methodology, but also has the meaning of exploring the essential laws of modeling. Structuralism originated in the early 20th century. As a trend of thought, it was the product of France in the 1960s. It was a philosophical and humanistic trend of thought with some common tendencies. It originated from Saussure, a linguistics master. He believed that language law is a system that allows words to express themselves, and it determines the structure of words. French anthropologist Levi Strauss was the founder of structuralism.

"Structure" is one of the core concepts of structuralism and is the "basic mode of existence of all things." According to Piano, a Swiss structural psychologist, the structure includes three aspects: integrity, conversion, and self-adjustment. Structuralists not only have their own different understanding of the structure, but also have their own "structural view." The structural view of structuralist philosophy holds that the object as a whole is composed of various components, and the sum of the relations between these components is the structure. What is important is the structural integrity. Individuals as components do not have independent individual attributes. The nature of all individuals is determined by the overall structural relationship. Therefore, individuals are only seen as “nodes” in the overall organization. They only Can play a "structural force" role. According to this view, it can be assumed that the world is not composed of "things" but is composed of "relationships." Things are merely the supporting points of relations.

Structure is the sum of all kinds of relationships that are composed of various elements that can change. The change of elements depends on the overall structure, but it can maintain its own meaning, and the interchange of elements does not change the overall structure, and changes in the relationship between elements will lead to changes in the structural system. The key to solving problems in any field is Their internal organizational relationship, this relationship can be described using digital models.

In the logo, the structure and form must be the best organic unity. Otherwise, it will cause the form and content to fade.

(6) The relationship between signs and the surrounding

There must be open eyes in the logo, but the logo itself should also be an open eye compared to the surrounding. It must not only be different, but also maintain its relationship with the surrounding. The first is the relationship between "quiet" and "moving": if the surroundings are quiet, the sign must move; on the contrary, if the surroundings are moving, the sign must be static. Secondly, there is also the relationship between "A" and "B": When you think of A, you must contact B, their size, relationship, and so on. The concept of this and the other, the focus of the target, the consistency of the association. Turn invisible things into visible ones. What you see is associated with invisible.

(7) Good logo is intentional

A good logo is intentional, just as China's claim is the same as that of the West. In the West, it is called balance. It is to seek balance in stability; in China, it is to balance in motion. The sign of China Telecom is dynamic balance. He does not have a straight line, and there is no place where he can stand steadily. But always give people a reliable, solid visual experience. There is also the sign of China Southern Power Grid, which breaks the notion of round and square in all directions and moves on the left side.

(8) Anything has its own form. Form is not only the basis of the classification of things, but also a reflection of the nature of things.

Design, in a certain sense, is a form of design, which is the design of the form. That is, artistic design is mainly styling design. Therefore, studying shape and form is an important part of design art.

The shape contains a very wide range, which can be divided into realistic forms and conceptual forms, natural forms and artistic forms. Visible form is what the human eye sees in the real form, including natural form and artificial form. The logo can also combine the actual form with the conceptual form. Such as the logo of the Xiamen Convention and Exhibition Center.

Sometimes, people are subject to vision. The human eye can't see anything that is not clear. It can only be seen through a microscope or a magnifying glass. Logo design can turn this disadvantage into a useable means, such as the logo of the Foucault creature we designed.

Conceptual form is something that cannot be intuitively perceived. It is a pure form. Natural forms can also become art forms. The folk art form can also be used in the logo.

Chinese culture and art also pay attention to "shape." Laozi Road: The elephant is invisible. Qi Baishi discussed similar and dissimilar issues. There are also discourses such as "the formlessness, the imagelessness", the existence and non-existence, and the transcendence of existence. But the most essential thing is to discuss the existence and absence of shape. The fruit of Lao Tzu: A total of thirty spokes, when it is not, there is a use for cars. Think of it as a device, when it is not, there are devices used. The chiseled-up family thinks that the room, when it is not, has room for use. Therefore, there are benefits and no use. (Chapter 11)

No one can see the name and contempt, and he can't hear the names and names. The three are not to blame, so they are mixed. It is not awkward, but it is not under its command. It is an indifferent form, and an elephantless image is a figurine. We don't see it first, but we don't see it later. Executed the ancient way to the Imperial present. To know the beginning of history is to say that Dao Ji. (Chapter 14)

(9) Lively style and vivid style

The most advanced thing in Chinese painting is between similarity and dislike. Like kitsch, it is not like deceiving the world. The good logos are vivid and lively. The Chinese Han and Tang dynasties are very atmospheric, simple, simple, powerful, and very functional. Like the initial bow, its purpose is very clear - let the arrow go. However, in the late Qing Dynasty, people carved a lot of patterns on the bows, and they were tedious but once they pulled off, they lost their aim and they could only watch. "Rhyme" refers to people's attention to charm after the Wei, Jin and the Southern and Northern Dynasties, which incorporated personal emotions into art. A good sign is to be “vivid and lively”.

Logo design can also be used "six books", "six books and two hieroglyphs are pretending to be shaped like it." Six books refer to the six methods used by ancient Chinese to create Chinese characters. Only four methods of pictograms, referencing, knowing, and sounding are now recognized. The pictogram requires that the image of the thing that the character is alleged to depict as "likeness" can be used as the image of the word. For example, fish, birds, cows, sheep, horses, mountains, water, wood, tigers, sun, moon, bows, knives, and the like. Their Oracle, Shiguwen, Jindingwen, and Xiaofang characters all belong to similar characters. Image. "One form and more meanings" means "one life, one life, two births, three births and all things". Therefore, one shape has many meanings. Intentional form, shape to take shape.
"Form" and "God" are also unique aesthetic concepts in ancient China. Refers to the relationship between image and look. It is often used to evaluate poetry, literature, calligraphy, painting, and sculpture. It is generally believed that God resides in form. God is also a concentrated embodiment of the temperament, character, spirit, and emotions of the author and his works. The author of the article is such that the person and the painting are outstanding. In the same way that God is similar to God, it is necessary to have both forms and spirits. It is necessary to reconcile the difference between similarity and dissimilarity. It also focuses on the image of the work. The general tendency is that the image of the work is wonderful.

(10) Tradition and Modernity in Logo Design

As long as any culture is history, it will be traditional, and tradition is actually a continuation of the cultural essence. The development of culture is the development of culture in the tradition. Specifically, we can call all humanistic phenomena such as thought, morality, customs, psychology, literature, and institutions that have been handed down through history as cultural traditions. It is the special form of different forms created by mankind and inherited through historical cohesion. The complex of cultural factors." It can also be said to be "the sum of cultural concepts, language and literature, and customs and habits that have been inherited from the history of a particular region or nation." A non-material thing that still exists in history can be said to be a tradition. As a historical concept, tradition consists of the nature of continuation and change, involving all aspects, it is the result of choice of the times, and also changes in the development of history.

Take the symbol of the Olympic Games, some people think that it is national and international, but I do not think so. First of all, it does not have a language of the times. It is a modern person who uses modern expressions to express modern language. Therefore, it seems to be a bit contrived and loses its visual consistency. Without the language of the times, there is no internationalization, and it is inappropriate to use it as a national thing.

In the tradition, we must use its "visible" and "invisible." The former is an old form of artistic design, referring to a specific design category or traditional design form; the latter mainly refers to the traditional spirit of the old form of artistic design, both of which can be said to be unique.

(11) The personality of the styling elements is defined by any customary character in any line or shape. Each line has personality and emotion; each color is also representative. When we design logos, we cannot ignore these conventional characters. For example, purple represents mystery and romance, and is often used in cosmetics and clothing. However, if used in the logo of industrial enterprises, people will be ambiguous. For example, if we design a logo for an alternative band, then we have to find alternative music, alternative paintings, alternative dramas, figuring out what is alternative, what is non-mainstream, and drawing out alternative factors for design. (to be continued)