In the logo design process, the combination of repeated basic forms is sometimes used in various forms. It appears to be symmetrical in the side-by-side (Figure 17), or in symmetry (Figure 18). Several forms are eclectic, merge and interpenetrate. The comprehensive visual effects of the integrated logo are stable and full of orderliness.
4 Design Example Analysis
There are quite a few examples of repeated basic shapes, and familiar signs such as McDonald's and Motorola are all successful interpretations of repeated basic forms. Repetition of the distinctive features of the basic form is favored by many logo designers and appreciators. The following shows the author's design of the Anhui Electric Power Industry Association emblem for analysis.
When designing the emblem (Figure 19), the author considered that the logo should have the characteristics of the electric power industry, and should show that the electric power industry association serves the society, serve the electric power companies, communicate and coordinate the purpose of contacting the electric power industry and the government, and therefore use abstract graphics. As a basic form. The basic shape is not only a bridge, but also the constant transmission of electric current, accurately expressing the industry characteristics of the electric power industry. The selected basic form is repeatedly rotated to form a coherent graphic, like two ties linked to each other, meaning the function of the “communication and coordination†of the association. The logo is simple, clear, and compact. The two basic shapes are interspersed with each other to form a generous and stable composition. After readers of the Anhui Provincial Electric Power Network and relevant expert assessments, the logo has now been officially launched and applied to enterprise identification systems and related media. .
5 Concluding remarks
The design method of repeating primitives is one of the many ways of logo design. In the specific design process, the designer must not only have the ability to judge the complexities of the basic form, but also master the characteristics and application forms of the repetitive basic form, and create a symbolic work with aesthetic value.
Only when the logo is actually applied can it embody the value of its own implication. The cultural concept and ideological connotation that accurately expresses a company or institution is a successful design, and it can be formed as a viable design recognized by the society and the public.
Source: "Printing World"
Author: Liu Li Xu Renping