What are the abstract forms of logo design?

First, the specific forms of expression:

Concrete expression is faithful to the natural form of objective images, and the expressive form of objective images is designed with highly summarized and refined concrete graphics. It has distinct image characteristics, and it is the concentration, refinement, generalization and simplification of realistic objects, highlighting and exaggerating its essential factors. The form of logo design can be organized by graphics instead of painting; Grasp the spiritual temperament of the object, strengthen the morphological characteristics of the image, simplify the structural model, so as to achieve the beauty of harmony and form concise and distinctive features to present the specific content to be expressed. Signs are a kind of information carrier, and the recipients are the broad masses of the people. The figurative sign has the universality of graphics, high clarity, freedom of expression and individuality. It easily conveys the essence of the logo with a fresh and lively visual image and is accepted by the broad masses of the people.

The manifestations of specific signs can be divided into:

(a), the human figure:

The concept of human body modeling refers to both the whole human body and its various parts, such as limbs and facial features. The information exchange between people is not only reflected in language and words, but also hidden in people's gestures and expressions. The posture of the human body is mainly manifested in two aspects: one is the movement of the whole human body, not the dynamics of the limbs. Human body movements can convey a simple and clear concept, such as thought, emotion, psychology, reference and relationship. Vibrant limbs are embodied in the hands. Besides spoken and written language, gestures are the most commonly used tools for people to exchange ideas. Human head movements, facial expressions and facial features are also common themes unique to visual communication design.

(2), animal modeling graphics:

The theme of animal symbol is a very old symbolic theme. As early as ancient times, people regarded animals as symbols of totem worship. At that time, people believed that each clan had a special relationship with some animal, plant or inanimate object. In fact, people's worship of animals has never stopped. Even in today's highly developed world, we can still see animal modeling as a symbol of enterprises or organizations and as a trademark of products in commodities.

(3), plant modeling graphics:

Plants are usually beautiful symbols of good luck. The plant shape in the logo is influenced by at least two aspects: one is the influence of decorative patterns. Decorative patterns are not direct imitations of plants, but are combined with specific plants after the graphic structure is formed, thus producing specific decorative names. This is particularly prominent in ancient heraldry. Secondly, geometric influence. Modern logo plants are mostly grouped into geometric shapes such as circle, square and triangle, which shows the influence of structuralism and style party in modern art on logo design.

(4), object modeling graphics:

Artifacts are the general name of all kinds of artifacts. It involves a wide range and a wide variety. Physically, it ranges from towering buildings and huge vehicles to pencils, electrical sockets and plugs, stationery and tableware.

(5), natural modeling graphics:

Natural phenomena are symbols of mysterious natural forces. Since the birth of mankind, it has been linked with great power and endless changes, and the eternal design theme has also found its home here. Astrology, water and Mars are common themes in such constellations.

Second, the abstract form of expression:

The abstract form of expression is to express the meaning of signs with abstract graphic symbols, and to express them with reasonably planned geometric figures or symbols. In modern society, there are more and more new types of goods, and organizations that provide equipment, technology and information also use signs more and more. The design of these signs, if it is still difficult to complete with general expression, must create a symbol that implies meaning or represents the abstract characteristics of the organization. The abstract formal expression is just suitable for this situation. In order to transform non-image into visible characteristic graphics, designers should abstract the characteristic parts of the performance object when designing creativity, and can form symbolic or simulated images with the help of purely rational abstract points, lines, surfaces and bodies. Symbols in abstract form simply express the feelings and thoughts of the object, which has profound connotation and mysterious significance. The shape is concise and intriguing, which produces a rational sense of order, or has a strong sense of modernity and visual impact, giving viewers a good impression and deep memory.

Abstract signs can be divided into:

(a), circular logo graphics:

A circle has only one center point. It moves according to this point, resulting in equidistant radiation activities to the periphery, or concentrated activities from the periphery to the central point. In other words, the circle is easy to attract people's visual attention and form a visual center. In the aesthetic psychology of ancient people in China, the philosophical attitude towards all things in the universe was often melted into such a circle, forming the national psychological characteristics of seeking perfection, perfection and roundness. Circular logo graphics can generally be divided into regular circle, ellipse and compound shape.

(2), square logo graphics:

The basic feature of a square is that it has four corners and a center. Compared with a circle, it has certain directionality. There are four kinds of squares: square, rectangle, trapezoid, diamond and so on. A square is approximately circular in nature. It has a center, but it has four angles with unknown directions. Compared with a square, a rectangle has certain directionality. Trapezoids have both diagonal properties and obvious directionality. Moreover, the trapezoid has diagonal properties and obvious directionality. And the center of the trapezoid deviates. The diamond is a variant of the square, which has a feeling of instability.

(3), triangle logo graphics:

The triangles appearing in the logo are mostly equilateral or isosceles triangles. There are two main forms of this triangle: one is a regular triangle, which is particularly stable; The other is an inverted triangle, which supports the broad top on a fulcrum, forming an extremely dangerous balance way. However, other forms of triangles are rarely used in logo design because they deviate from or lose their vertical direction, and their visual stability is weak and they cannot stand long-term attention.

(4), polygon logo graphics;

Polygons are made up of various geometric shapes. Generally, there are two forms: one is formed by cutting various geometric shapes, such as circular and square cutting; The other is the juxtaposition of various geometric shapes. Polygons are much more complicated in structure than other geometric shapes. The content is also enriched a lot. In logo design, polygons can often express various forms and contents. However, as far as visual memory is concerned, polygons are not as easy to remember as other simple geometric figures.

(5), directional logo graphics:

Although there are many forms of directional shape, arrow shape is its basic shape, and other changes are derived from it, so directional shape is also called arrow shape. The original meaning of an arrow is an arrow, which is extended to point or face. In space, different angles and directions have different meanings. If the arrow is up, it means rising and standing upright; The down arrow indicates lowering and downward. Therefore, the meaning change of directional shape mainly comes from three aspects: one is direction change, the other is quantity change, and the third is state change. The change of direction establishes or changes the basic meaning of direction shape. Quantitative change increases the meaning of two-way and multi-direction. The change of state implies its speed and twists and turns.

Third, the form of expression:

Text expression is the combination of logo image and font. Sign is a kind of visual figure, but the text sign has both the characteristics of clouds and smoke and the form of sound. Words are conventional symbols, and they are visual. At present, Chinese characters or Latin letters are widely used as design elements. The development of modern commercial economy and the evolution of human civilization provide a wide range of choices for font design.

(a), Chinese character logo graphics:

Chinese characters are considered as a model of ideographic characters and ideographic characters. Nowadays, Chinese characters have evolved from Oracle Bone Inscriptions and Jinwen. In form, it gradually changes from graphics to strokes, pictographs to symbols and complexity; In the principle of word formation, from ideographic, ideographic to phonological. Therefore, the amount of information, richness and clarity of a single Chinese character obviously exceed that of Latin letters.

As the basic modeling of logo, Chinese characters are often one of the ways for us to explore the nationalization of logo design. In our traditional habits, the ancients used font, pronunciation, word meaning and other factors to make clever combinations. There are many such examples. For example, there are two happy words, three happy words and even four happy words; There are also longevity words, such as longevity words, longevity words of flowers, etc., and its variation forms are difficult to count. The combination of the word "Fu" and bats is used to represent "Fu", fish is more than enough to represent "Qing Ji", and eight characters and wishful thinking are used to represent "good luck and wishful thinking", all of which make full use of the symbolic meaning of words. As far as modeling is concerned, Chinese symbols can generally be divided into two forms: single word and hyphen.

(2), Latin alphabet logo graphics;

Latin letters have geometric modeling characteristics, which are often the basis of logo designers' ideas. Latin letters, as a kind of common characters, can shorten the distance in communication, and Latin letters have the advantages of simplicity and diversity in design. Therefore, the logo designed with Latin letters has become a huge new force in the logo group, which has been occupying a leading position and constantly affecting the trend and development trend of logo design. In terms of information, Latin alphabet signs emphasize simplicity and clarity, and convey the greatest information with the least pen and ink; In modeling, it advocates the visibility of graphics and requires clear and durable graphics; In terms of conception, it advocates that the logo should adapt to the nature and characteristics of products and organizations in terms of content and meaning; In terms of design skills, letters and pictographs are generally combined. Among them, letter combination includes abbreviation combination, full name letter combination, single letter and other forms.

(3) Digital logo graphics:

Taking numbers as the basis of logo modeling, we should pay attention to at least three points: first, uniqueness. At present, the use of numbers as symbols is not universal, and scarcity is also the embodiment of uniqueness. The second is the profundity of memory, which is based on uniqueness. In modern society, people generally have a natural sensitivity to numbers. The third is the novelty of modeling. Compared with characters and other forms, numbers are extremely concise, easy to identify and easy to change. In fact, some converted digital shapes are very attractive and modern. Therefore, this is also an innovative way of logo design. Especially the digital modeling of Chinese characters is ignored by people. Digital logo design graphics can generally be divided into Arabic numerals and Chinese character digital logo design graphics.