As the most fundamental elements in design, square and circle are immersed in all aspects of design and form a rich art form of design. In logo design, the form and speech of Chinese and circle are in the most fundamental and important position.
1. Beauty of circle:
The circle represents a cultural concept of "harmony" and "accommodation". The circle in form can give people the beauty of harmony, which gives people the impression of accommodation, fullness, symmetry, mildness, stability and dynamic; while the circle in appearance has a strong integrity, no matter what changes are made inside the circle, it will not affect the overall effect of the circle, on the contrary, it will strengthen the tolerance and variability of the circle.
Round as a symbol, it represents integrity, communication, completeness and integrity. It implies infinity, unity and harmony in logo design. The round beauty of its curve is often feminized, representing warmth and warmth, but also give people the feeling of admiration.
2. Square Beauty:
Fang's perception is mainly reflected in the visual perception of correctness, dignity, steadiness, clarity of edges and corners, and righteousness. It means unity. It is a form opposite to the circle. Often there is a circle in the square and a square in the circle. Sometimes the Division also represents a kind of strength, a kind of right. In the ancient seal, the square expression in the seal of keeping money is related to wealth and power, while the jade seal and official seal are square, which means that the square is firm, stable, honest and neutral. Fang Sheng and Sheng Liaison in the same way, Fang Sheng mostly in the form of geometric patterns, or independent as a pattern.
Squares are usually connected with circles in shape, indicating the circle of heaven and earth. Fang is usually associated with Zheng. If a person is upright and upright, it is easy to contact the philosophy and thought of Fang. From ancient times till now, we have been accustomed to using square circles to describe people's personality. This has a great relationship with the philosophy of life on which our country has been living for a long time.
3. The performance of circle and square in logo design:
The performance of square and circular figures in modern logo design can be described as many, which can be roughly summed up in the following ways:
1. Separation of form and meaning:
Form and intention are ubiquitous in logo design, and they complement each other. On the one hand, beautiful and simple images can express good intentions, on the other hand, common creativity can not be separated from good appearance to express.
2. Generalized extraction method:
The general beauty is that a simple pattern can trigger multiple associations, and each associations can represent the physical concept of the enterprise brand. BMW started its business as a consumer aviation starter, so the blue in the trademark means sky and the white means propeller. BMW logo uses double circles inside and outside, and BMW logo is marked above the double circles. The whole trademark is like the blue sky, white clouds and the running propeller. It indicates the origin and long history of BMW. It means not only the company's preemptive position in the field of aviation starter in the past, but also the company's goal and goal.
3. Square-circle separation method:
This method is to stop the organic integration of "square" and "circle", so that there is a circle in the square and a square in the circle. It is the separation of nationality and modernity, natural and appropriate, without far-fetched feeling. It pays attention to ideas, contains large capacity, is philosophical, for people to associate with; and it has a variable image and good application.
Fourth, the development characteristics of square and circular signs:
Modern logo design is a highly expressive way of communication. The development characteristics of square and circular logo generally have the following aspects:
There are many kinds of signs and they are widely used. There are extremely rich diversity in their application, composition and performance. There are general and concrete; there are plane and plane; there are detailed ways of image, there are also words and symbols; there are also images, images or general graphics, or just the expression of image connotation.
The essence of logo lies in its usefulness. The sign of artistic creation not only satisfies the pleasure of beauty, but also expresses certain connotation, that is, applicability.
Being different is another important characteristic of the sign. The most important characteristic of the sign is to attract people's attention. If you want to attract people's attention, you must show its commonality. Therefore, it is requested that the color be intense and striking, the graphics be concise and clear, and the rich connotation be expressed by simple graphics.
The distinguishability of the logo lies in its distinctive features. It makes it easy to identify and show the characteristics of things themselves. Therefore, the logo must be distinctive and memorable.
The artistry of logo means that the process of logo design is to stop processing by means of artistic expression. This artistic expression is both artistic sense and aesthetic criterion. The logo gives people a sense of beauty, which is the fundamental request to stop the logo design. As long as the strong artistic signs can better absorb and affect people, so that people have a deep and intense impression at night.
The accuracy of logo design nowadays its graphics must accurately express the meaning they want to express. It can't be hard-drawn or hard-pulled. Make people know, should not give people a sense of obscurity.
How to stop the invention of effective ways in logo design, we should seek appropriate visual language to express it in order to strengthen the information transmission of logo. Square, Round and Their Images