Business Logo Design Teaching Theory Text Class II

Section II Latin alphabet trademark logo

Latin is a common form of writing in the international community. Many countries in the world use the Latin alphabet as an element of their own writing, and many languages ​​derive from it. The Latin trademark logo can be accepted by most countries in the world and is therefore very popular and universal.

Like the development law of Latin and Chinese characters, long-term historical development and evolution have formed a variety of font forms and writing patterns. Such as Roman, Gothic, free body and so on. Various fonts have their unique aesthetic value and artistic interest. The use of the Latin alphabet for the design of trademark marks should also be considered in terms of fonts, pronunciation, and meaning.

From the perspective of the glyphs, the strokes of the Latin alphabet are simple and geometric shapes. In the design of the trademark mark, it is beneficial to exert the organizational factors such as plane composition. According to the content and form requirements, the letter form and structure are processed or reorganized (see Figure 24)

Judging from the meaning of words and sounds, the Latin alphabet should constitute the whole word according to strict rules. Reading these words is in order. It can be read horizontally or vertically, but it cannot be read backwards (Figure 25). Therefore, in the trademark mark, the design of the letter and the design of the upper and lower letters should be designed in strict accordance with the order inherent in the word. In particular, abbreviations or acronyms can not be designed to look from many directions like the graphic trademark (see Figure 26).

The combination and change of letters or words can in turn produce a variety of trademark logo forms.

First, constitute a single-letter trademark logo

This form is generally designed from the first letter change of the product's brand name or company abbreviation. Although its shape is relatively abstract, after the designer's design and production, the single-letter trademark and logo will show its unique charm: concise, prominent, easy to use and produce the media; with a strong stimulation of identification, introduction Attention, easy to identify and remember. Therefore, most Latin trademark marks use this form.

The flag of Italy's World Airlines (see Figure 27) was designed for the famous American Randall Packaging Design Company. Using AliTALIA's initial letter "A" as a design object, the shape and horizontal strokes of A are changed as triangles to make them fit each other and form a positive triangle; the acute angles of the triangles are upwards and there is a meaning of galloping rise. The overall shape is the shape of the airplane's tail, so it is decorated on the tail of the aircraft. The logo and tail shape are perfectly integrated and are very suitable and eye-catching.

The logo of the Japanese Art Association Asocl AcloN (Figure 28) also uses the initial “A” letter, which is unique in design techniques. The designer will change the strokes on the right side of the printed "A" letter of the Roman body into a thick, random stroke, like a stroke in the painting, expressing the inherent traits of freedom and innovation of the art association. The style is lively and yet dignified, giving people a visual sense of beauty and never forgetting.
The trademark of the Swiss textile company METILER (figure 29) makes the strokes of the initial letter “M” geometrically processed in stripes. The styling looks like a folded stripe cloth, and the interweaving of the stripes in different directions gives people the feeling of latitude and longitude weaving. Design meets company and product connotation.

Second, the composition of the trademark logo

When the abbreviation of a company name or trade name is two or more, the design of the trademark logo is more abundant and varied. Generally, there are the following types of design:

1. Share shape

Use the same part with each other and use it to form its own integrity. Fig. 30 is a combination of "c" and "A, I, Fig. 31 is a combination of "A" and "K"; Fig. 32 is a combination of "B" and "S"; and Fig. 33 is a combination of "T" and "C"; 34 is the combination of "H" and "H".

2. Positive and negative forms are just as important in the design of trademark logos as negative and positive. There is no distinction between primary and negative. The two positive and negative forms are related to each other, set off each other, and are interwoven into an organic whole. In Figure 35, the positive texts N, v, and A are positive and the negative text A is negative. In Figure 36, Yang Wen E, T, N is positive. The negative "A, o" is negative. In Figure 37-1, "P" t is negative and "K" is positive. In Figure 37-2, "T, L" is positive and "S" is negative.

3. Overlapping adds letters together to form new images such as missing, overlaid, and so on. Figure 38 and Figure 39 are stacked and Figure 40 is missing.

4. Mosaic inlays letters and letters together to reduce the overall space of the composition space. Figure 41 is a mosaic of the letters r and Y; Figure 42 is a mosaic of the letters T, P, R; Figure 43 is a mosaic of the letters L, s; Figure 44 is a mosaic of the letters K, A.

5. Mutation variation is a law in which letters are repeatedly arranged, consciously exaggerating a certain letter or part of a letter, breaking through the monotony of regularity. In FIG. 45, "E" is a variant, and "x" in FIG. 46 is a variant.

6. The connecting lines use a series of letter strokes from beginning to end to create a single stroke, also known as a "stroke painting." This method is used in FIGS. 47, 48, 49, and 50.

7. After the combination of positive and negative letters and letters, it is exactly the same shape as looking and looking. Fig. 51, Fig. 52, and Fig. 53 are all combinations of letters D, P, F, Y, L, and J. (to be continued)