What are the expressive techniques of logo design?

According to graphic classification, signs can be divided into concrete signs, pictographic signs and abstract signs. When choosing a theme, concrete signs should try to use those familiar elements and create individual elements on this basis. What are the common manifestations of logo design? Let's take a look at Bian Xiao!

1. Humor method

Humor method refers to the clever reproduction of comedy features in advertising works, grasping local things in life phenomena and showing them through some ridiculous characteristics such as human nature, appearance and behavior. Humorous logo design techniques often use interesting plots and ingenious arrangements to extend some things that need to be affirmed to the level of comics, creating a humorous artistic conception that is interesting and funny. The contradiction and conflict of humor can achieve unexpected and reasonable artistic effect, arouse the audience's knowing smile and play the role of artistic appeal in a unique way.

Logo design expression technique

Step 2 use association method

In the process of aesthetic corporate logo design, rich association can break through the boundaries of time and space, expand the capacity of artistic image and deepen the artistic conception of the picture. Through association, people often see themselves or their related experiences in the aesthetic object, and the aesthetic feeling is particularly strong, so that the aesthetic object is integrated with the people who judge Microsoft in the United States, thus producing a voice of aesthetic feeling in the process of association, and the intensity of their feelings is always strong and rich.

3. Contrast and contrast method

Contrast is the most prominent expression of logo trademarks in artistic beauty, and it often conflicts with opposites. As a common and effective expression, it can be said that all arts benefit from comparative expression. The application of contrast not only makes the advertising theme more expressive, but also full of interest, which expands the appeal of advertising works. The successful application of contrast method can make the seemingly ordinary picture processing contain rich meanings and show the different levels and depths of advertising theme performance. It puts the nature and characteristics of the things depicted in the works in sharp contrast and direct contrast, so as to express and contrast, and achieve centralized, concise and tortuous performance from the differences presented by comparison. Through this method, the performance and characteristics of products are more clearly emphasized or prompted, giving consumers a profound visual experience.

4. Direct display method

This technique directly pushes the product to consumers, so we should pay great attention to the combination and display angle of the product on the screen, highlight the brand of the product and the most touching part of the product, and set off the product in an infectious space with colored light and background, thus enhancing the visual impact of the advertising screen. This is one of the most common and widely used expressions. It shows a product or theme directly and truly on the advertising page, and makes full use of the realistic expression ability of photography or painting. Deliberately depict and emphasize the texture, shape and functional use of the product, presenting the exquisite texture of the product attractively, giving people a realistic sense of reality and making consumers feel intimate and trust in the advertised products.

5. Look at the big picture from the small.

In advertising design, emphasizing, selecting and concentrating three-dimensional images, grasping a point or a part with unique imagination, focusing on description or extension and amplification, and seeing the big from the small are the focus of advertising picture description and the center of visual interest. It is not only the concentration and growth of advertising creativity, but also the unique arrangement of designers. Because it is no longer "small" in the general sense, but a refined product from small to large. This kind of artistic treatment, from point to area, from big to small, from small to full, has brought great flexibility and infinite expressive force to VI designers, and at the same time provided a broad imagination space for the recipients, and gained vivid interest and rich associations.

6. Reasonable exaggeration

With the help of imagination, a certain aspect of the quality or characteristics of the propaganda object is obviously exaggerated in order to deepen or expand the understanding of these characteristics. Exaggeration is generally the pursuit of novelty and change, exaggerating the characteristics and beauty of the object through fiction, giving people the feeling of novelty and change. Writer Gorky pointed out: "Exaggeration is the basic principle of creation." Through this technique, we can emphasize or reveal the essence of things more clearly and enhance the artistic effect of works. According to the characteristics of its performance, exaggeration can be divided into morphological exaggeration and facial exaggeration. The former is a superficial treatment, while the latter is a hidden treatment. Through the use of exaggeration, the artistic beauty of advertising has been injected with rich emotional color, making the product unique and touching.

7. Highlight the characteristic method

In advertising performance, these characteristics that should be highlighted and rendered are generally determined by the unique ability of product image, manufacturer's corporate logo and product trademark. Use various ways to grasp and emphasize the distinctive features of the product or theme itself, and clearly show them, and put these features in the main visual parts of the advertising screen or set them off, so that the audience can feel it immediately when they come into contact with the language screen, attract attention and generate visual interest, and achieve the promotion purpose of stimulating the desire to buy. The technique of highlighting features is also a common and widely used expression technique, and it is one of the important techniques to highlight the theme of advertisements, which has significant performance value.