方与圆作为设计中根本元素,浸透于设计的方方面面,构成了丰厚的设计艺术形态。在标志设计中方与圆的形态言语处于根底、重要的位置。
  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.
  一、圆形美:
  1. Beauty of circle:
  圆代表的是一种“调和”和“容纳”的文化理念。方式上的圆能给人以调和之美,它给人以容纳、饱满充实、对称温和、稳定又有动感的印象;而外型上的圆形具有很强的整体性,无论在圆的内部做哪些方式上的变化也不会影响到圆的整体效果,相反会加强圆的容纳性和变化性。
  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.
  圆形做为标志,它代表着诚信、交流、圆满和完好。在标志设计中暗示了无限、团结、调和。而圆形的漂亮感其曲线常常被女性化,代表了暖和和温馨,同时也给人以倾慕的觉得。
  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.
  二、方形美:
  2. Square Beauty:
  方给人的觉得主要表现在方正、端庄、稳健、棱角清楚、刚正不阿的视觉感受中。它意味着团结,它是与圆相反的一种形态表现,常常方中有圆,圆中有方。有时分方也代表着一种力气、一种权利。在古印中,守财印章中的方形表现的方与财和权的联络;玉玺、官印为方形,取方之结实坚实、永世稳妥、耿直中和之意。方还与胜联络在一同,方胜多以几何图案的方式呈现,或独立作为纹路。
  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.
  方形在外型上通常与圆联络在一同,表示天方地圆。方普通和正联络在一同,如一个人为人耿直、刚正不阿,这很容易使人联络到“方”的哲理和思想,从古至今我们都习气于以方圆来喻人的性格,这与我国人持久以来赖以安身立命的处世哲学有很大的关系。
  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.
  三、方圆圆形在标志设计中的表现:
  3. The performance of circle and square in logo design:
  方圆图形在现代标志设计中的表现可谓凡多,大致可归结为以下几种方式:
  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、形意分离法:
  1. Separation of form and meaning:
  形与意在标志设计中的表现比比皆是,二者是相辅相成的。一方面,漂亮简约的形象能表达好的立意,另一方面共同的创意也离不开好的外型来表达。
  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、笼统提炼法:
  2. Generalized extraction method:
  笼统的美在于一个简单的图案能引发人们多重联想,而且每一重联想都能代表该企业品牌的肉体理念。宝马公司是以消费航空发起机开端创业的,所以商标中的蓝色意味天空,白色意味螺旋桨。宝马车标采用了内外双圆的图形,并在双圆环的上方标有BMW字样。整个商标就像蓝天、白云和运转不停的螺旋桨,喻示宝马公司的渊源和长久的历史,既意味该公司过去在航空发起机方面的抢先位置,又意味公司的一向目标和目的。
  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、方圆分离法:
  3. Square-circle separation method:
  此法是将“方”和“圆”停止有机的整合,使方中有圆,圆中有方,①是民族性和现代感的分离,且自然贴切,无牵强之感;②注重理念,内含容量大,富有哲理,供人联想;③形象可变异性,而且应用很好。
  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.
  四、方圆标志开展特性:
  Fourth, the development characteristics of square and circular signs:
  现代标志设计是表现力很强的传播方式,方圆标志的开展特性,总体来说大致有以下几个方面:
  Modern logo design is a highly expressive way of communication. The development characteristics of square and circular logo generally have the following aspects:
  ①多样性:
  (1) Diversity:
  标志品种繁多、用处普遍,无论从其应用方式、构成方式、表现手腕来看,都有着极端丰厚的多样性。有笼统的,也有具象的;有平面的,也有平面的;有详细物象方式的,也有以文字符号构成的;还有以具象、意象或笼统图形构成的,或者仅仅是表现意象内涵的。
  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.
济南logo设计
  ②适用性:
  (2) Applicability:
  标志的实质在于它的有用性。经过艺术创作的标示不只要满足美观上的愉悦感,更重要的是要表现一定的内涵,也即要有适用性。
  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.
  ③共同性:
  (3) Commonality:
  与众不同是标志又一重要特性,标志大的特性就是要吸收人们的留意,要想使人惹起留意,必需要表现出它的共同性。因而请求颜色激烈醒目、图形精练明晰,以简约的图形来表达丰厚的内涵。
  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.
  ④辨认性:
  (4) Recognition:
  标志的辨认性在于它有与众不同的特征。使得它易于辨认,显现事物本身特征。因而标志必需特征鲜明,令人过目不忘。
  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.
  ⑤艺术性:
  (5) Artistry:
  标志的艺术性即标志的设计的过程中是用艺术的表现手法停止加工的。这种艺术性表现的是既有艺术感,又契合美学准绳。标志给人以美感,是停止标志设计的根本请求。只要艺术性强的标志才更能吸收和感染人,使人产生深夜而激烈的印象。
  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.
  ⑥精确性:
  (5) Accuracy:
  标志设计的精确性表如今其图形一定要精确地表达出所要表达的意义,不能是生搬硬套、生拉硬拽。使人了如指掌,不应给人以晦涩之感。
  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.
  标志设计中如何停止有效方式的发明,既要寻求恰当的视觉言语来加以表现以强化标志的信息传达。方形、圆形及其意象
  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

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