Commercial Logo Design Teaching Theory

Chapter II Text Marks

Text logos are trademarks or logos designed using text as material. Text type trademark logo with Chinese character trademark logo

The first section of the Latin alphabet mark logo in two forms.

First, the trademark logo constitutes

The forms of art characters mainly include Song type characters, bold characters, and a variety of variant characters that are changed from bold characters and Song Tiyu. This kind of design should be based on the design theme and connotation, processing, deformation, and beautification of the selected literal structure. In addition to maintaining the identifiability of the font, the designed trademark logo also strives to achieve clear, crisp and strongly recognizable features.

1. Trademarks, logos designed directly with art characters

As the sign of China's large-scale high-tech enterprise giant group (Figure 2), the use of black variants of the trademark logo, font design is heavy, calm, powerful, and the giant's name, people feel power and momentum. This company uses the logo as the basic element in the planning of corporate image. Design a complete set of CI manuals to fully introduce the company into the CI system. Make this self-made company in the ultra-normal development speed in the country's most powerful computer company's ranks. The trademark of the Japanese vehicle manufacturer (Fig. 3) changes slightly the head and tail of the "car" of the round body shape, forming an overlook of an ancient vehicle model. This kind of design idea that borrows from ancient times and puts the traditional characters and shapes into modern forms and vitality is worth learning from. The trademark of China Sunyue brand lamps and lanterns (Figure 4), "Japanese" uses Yang font to represent daytime, and "Month" uses Yinyin to represent the night. The two characters "Japanese" and "monthly" are unified in a circle to illustrate the function and shape of the product. The design technique is simple and generous, with a modern form of beauty. Rich in content. Tightly linked to the theme.

2. Logo marks designed with continuous combinations of art characters

Use the same artistic word as a continuous combination of two parties to form a circle or other shapes. The trademark and logo designed in this way have a strong sense of style, unity, and rhythm. The export trademark of Chinese tea (Figure 5) uses eight art characters “Zhong” to form a circular surrounding pattern, and a black variant art character “Tea” is placed in the center of the circle. The main body is prominent, the purpose is clear, and the shape is rich but not cumbersome. With Chinese-style decorative effect, it can establish a distinctive Chinese national style in the international market. The same style also includes trademarks such as "Gukong Mountain" (Figure 6) and "Fengcheng" (Figure 7).

3. Trademarks designed using methods of inlay, overlay, and stroke

When the two artistic characters are combined, find out the available links between the two and borrow them from each other so that between the words and words you have me and I have you, and you achieve artistic effects that are concise, compact, and seamless. Such as Japan's famous "Hitachi" electrical trademark (Figure 8) to. "Japanese" and "Li" are superimposed on each other to form a seamless shape that combines the beauty of modern forms with the distinctive Japanese ethnic style. The Chinese trademark of Zhongyi Brand Machinery (Figure 9), the trademark of Guanshengyuan Food (Figure 10) The trademark of Xishan Brand Machinery (Figure 11) and the brand of Yashen Electric Appliance (Figure 12) also use inlays, strokes, inlays, and other techniques.

II. Trademark Marks Made of Chinese Calligraphy and Seal Cutting

Chinese calligraphy is deeply and profoundly engraved, and there are beautiful, grass, privileged, and magnificent views. Each type of font embodies its own unique beauty: the elegant and simple Chinese script; the grace and elegance of the official script; the dignified and graceful character of the calligraphy; the smooth and unrestrained cursive writing. Beauty is what we deliberately pursue in the design of trademark marks. To apply traditional calligraphy and seal cutting to the design of modern trademark marks, we should pay attention to keeping the specific beauty of calligraphy and carving and the habits of writing, but also undergo certain processing changes to conform to various characteristics of modern trademarks.

The emblem of Peking University (Figure 13) was designed by our famous writer Lu Xun. This micro-design was combined with the word “Beijing University” with the Chinese character “Zhuda”, and the composition of the Chinese seal was used to compose the image of “PKU” in the circle. Here, the word “Northern. Big” has undergone processing changes. The strokes of the characters have been arranged evenly and reasonably, and they have been arranged neatly and uniformly, which reduces the arbitrariness of writing pens used in calligraphy. The entire structure is compact, bright and powerful, simple and generous, revealing a strong bookish style and literary style.

The trademark of the “Beiling” brand soap in China (Figure 14) is in the form of the Weibei tablet; the Lingyun white wine (Figure 15) and the Tiger brand rubber product (Figure 16) are in the form of 篆. The Daihigai department store brand in Japan (Figure 17) is in the form of a regular script; the Tohoku Toy Factory (Fig. 18) and the Tamakura lacquer brand (Fig. 19) are in the form of running script; the Fu Brand candy brand (Fig. 20) is in cursive form.

Third, the use of visualized Chinese characters constitute a trademark logo

The visualization of Chinese characters should be processed, exaggerated, and deformed according to a specific literal structure. Grasping a typical image that can be represented literally makes the visualized shape vivid and interesting. It is very impressive and unforgettable. However, the visualization of Chinese characters should maintain a clear visual feature of the characters, and the shape can not be far-fetched, arbitrarily changed, or can only be seen and lose the verbal identity.

The permanent bicycle produced by the Shanghai Bicycle Plant uses the word “permanent” to form the image of a bicycle (Figure 21), symbolizing permanent durability. Designers who use the method of visualizing art to design a trademark not only display a concise and distinct artistic charm, but also reflect the commercial aesthetic taste and characteristics of the times. They are the art of designing and smelting by designers. Image.

The Shanghai Theater Academy's logo (Figure 22) uses traditional Chinese characters in the form of "scripts" in the form of cursive script. Some of these strokes are inadvertently changed in shape. They are dynamic but do not destroy the overall shape of the characters. , dynamic beauty, abstract beauty as a whole design tepid, just right, reflecting the designer's superb artistic accomplishment and literary training.

The logo of the Beijing Arts and Crafts School (Figure 23) uses a two-handed image to form a “beauty” word. The concept is unique and ingenious. It reflects the profound themes used to create beauty and experience the beauty with heart, which is an adjustable but not desirable. Good sign. (to be continued)