When designing LOGO, we may have heard the opinions of Party A and think that the meaning of LOGO is not deep enough. When designing LOGO, we should not only consider the simplicity of graphics, but also enrich the connotation of LOGO as much as possible. Faced with such requirements, we will adopt such an effective solution.

积极的

Positive

什么是加号或减号?这种表示的优点是什么?

What is a plus sign or a minus sign? What are the advantages of this representation?

如何设计一个惊人的形状?

How to design an amazing shape?

这些问题将得到系统的回答

These questions will be answered systematically.

什么是加号或减号?

What is a plus or minus sign?

所谓“正”与“负”是指同一视觉符号中具有正、负形式的图形。这两种图形通过正负空间的相互补充，形成一个有机的整体，并在形式上产生视觉上的有形效果，是一种极具智慧和艺术感的视觉表现形式。

The so-called "positive" and "negative" refer to the same visual symbols with positive and negative forms of graphics. These two kinds of graphics form an organic whole through the complementation of positive and negative space, and produce visual tangible effect in form, which is a visual manifestation with great wisdom and artistic sense.

上图中有多少人?网络上一直流传着这样的图形游戏，很多人都应该玩过。这些游戏大多使用积极和消极的形式:在这幅图中，对面的男人和孩子是正形的形状，中间由水组成的美人鱼是消极的形式。

How many people are there in the picture above? Graphic games like this have been circulating all the time on the Internet, and many people should have played them. Most of these games use positive and negative forms: in this picture, the opposite man and child are orthomorphic shapes, and the mermaid composed of water in the middle is a negative form.

什么是负空间?

What is negative space?

为了理解积极和消极的形状，我们必须理解消极空间的概念。如果我们把颜色设为黑白，我们习惯称被黑色正形所占据的空间为负形，白色部分称为负形，负形也称为负空间。

In order to understand the positive and negative shapes, we must understand the concept of negative space. If we set the color as black and white, we are accustomed to call the space occupied by black orthomorphism negative, white part negative, negative also known as negative space.

在设计过程中，我们大部分的注意力都集中在明显的保角形式上，而忽略了负空间对设计作品的影响。这种影响通常体现在负空间元素之间的对称、完整和呼应关系上。应特别注意正负形状的设计。

In the design process, most of our attention is focused on the obvious conformal form, while ignoring the impact of negative space on the design work. This influence is usually reflected in the symmetry, completeness and correspondence between negative spatial elements. Special attention should be paid to the design of positive and negative shapes.

如何区分正形形式和否定形式?

How to distinguish between orthodox form and negative form?

如果你知道负空间的概念，那么正空间和负空间的概念就很容易理解。上面的干叶是正空间，是保角的;而被叶子包裹在里面的女人是负空间，即负形式。它们相互依存、相辅相成，丰富了主题的概念。

If you know the concept of negative space, then the concepts of positive space and negative space are easy to understand. The upper dry leaves are positive space and conformal; the women wrapped in the leaves are negative space, i.e. negative form. They are interdependent and complementary, enriching the concept of theme.

利用正面和负面形状的优势

Take advantage of positive and negative shapes

1. 双义增加了视觉符号所传达的信息量，丰富了主题

1. Ambiguity increases the amount of information conveyed by visual symbols and enriches the theme.

2. 加深观众对图形的记忆是合理的，也是出乎意料的

2. It is reasonable and unexpected to deepen the audience's memory of graphics.

3.积极形式和消极形式的巧妙转换，可以激发观众的联想，增强兴趣

3. The ingenious transformation of positive and negative forms can stimulate the audience's Association and enhance their interest.

4. 有效提升视觉符号的独特性和原创性

4. Effectively enhance the uniqueness and originality of visual symbols

在肯定形式和否定形式中，肯定形式和否定形式之间的关系是相互依存的。它们共同的边界包含两种完全相同或完全不同的明确含义。这条边界线叫做公共线。

In affirmative form and negative form, the relationship between affirmative form and negative form is interdependent. Their common boundaries contain two distinct and identical meanings. This boundary line is called the common line.

正与负可以共存，因为这条共同的线。在正负形状的构思和设计过程中，只要找到这条共同的线，就有可能设计正负形状。

Positive and negative can coexist because of this common line. In the process of conceiving and designing positive and negative shapes, it is possible to design positive and negative shapes as long as this common line is found.

一只黑白花两只手交织在一起，精彩的正反两面设计。作者在手指和手腕的连接处发现了一条巧妙的公共线。这是上图中黑白区域的共同边界，图中使用的是绿色区域。

A black-and-white flower with two hands interwoven together, wonderful design on both sides. The author found a clever public line at the joint of the finger and wrist. This is the common boundary of the black and white areas in the figure above, and the green areas are used in the figure.

不仅单个图的边缘与负空间之间的公共线可以形成正或负的形状，而且一组图的边界与负空间之间的公共线也可以形成正或负的形状。

Not only can the common lines between the edges of a single graph and the negative space form positive or negative shapes, but also the common lines between the edges of a group of graphs and the negative space can form positive or negative shapes.

如何识别主语的积极和消极形式

How to Identify the Positive and Negative Forms of Subjects

在正常情况下，黑色代表积极，白色代表消极。观众首先会注意到保角形状，然后发现负形状的存在，形成视觉节奏。

Under normal circumstances, black represents positive, while white represents negative. Audiences first notice conformal shapes, and then discover the existence of negative shapes, forming a visual rhythm.

然而，随着观察焦点或观察角度的变化，人物形象也会随着人们视线的变化而变化，而负面形象则可能成为承载重要信息的人物形象的主体。因此，在积极和消极的形态中，有必要对人物的主体进行区分，并在主体中安排重要的信息。

However, with the change of the focus or angle of observation, the image of a person will also change with the change of people's vision, while the negative image may become the main body of the image of a person carrying important information. Therefore, in positive and negative forms, it is necessary to distinguish the main body of characters and arrange important information in the main body.