May 28 (Lunar calendar: April 10), 2023 Sunday | Dawnxisoul393art
How to use a clever combination of words and graphics to design a good brand logo?
There are many ways to design the brand logo. But if the logo is not creative, then the designer is just playing the role of a "draftsman". We usually think that this concept is basically the consensus of all designers. In fact, this is not always the case. It depends on how we define the word "creativity". First, let's think about the concept of "creativity". Creativity has two different levels. One is the creative process of design work. When we receive a case, from the first time we see the materials to the final design delivered to the customer, all the design thinking processes in our brain can be called the creative process. There is another aspect of creativity, that is, how to make our design results reflect the profound connotation, and how to make our design more meaningful and interesting.
This profound connotation can be composed of graphics, which is the visual expression of corporate culture, corporate uniqueness, and corporate story. This expression must not be a simple addition of information. It does not mean that we can draw a thing into several meanings but refers to the concept of integration of elements. We call the logo "integrating more enterprise information" a creative logo. This level is a summary of the design results. The logo of "Audi automobile" is creative, because its four rings represent this enterprise concept. The superposition of the four rings means that four brands (Audi, DKW, marque, and Rover) are merged into an automobile alliance company. Therefore, a logo that does not directly express "information" is creative.
As an automobile brand with a history of 100 years, Audi's logo has always contained the concepts of integrity, cooperation, and courage of four brands. Nowadays, the slogan of "breaking through technology and enlightening the future" has made Audi more successful and become a world-renowned auto developer and manufacturer. At the end of 2008, Audi won the 2018 World Top 500 Brand Award, ranking 51st in the ranking. In another case, "FedEx" is very creative, because while using the same word, FedEx adds a negative arrow representing speed and traffic. This potential element is "hidden", so it is naturally a very creative design.
The combination of text and graphics is a relatively difficult sign design. The reason why it is difficult is that the expression forms of graphics and words are completely different. In logo design, element superposition refers to the superposition of two or more relatively complete elements. The important thing is that we need to find the best position for them. The graphics combined with text must be meaningful graphics, not simple geometric graphics. Graphics are used to tell visitors a message, not a geometric decoration. A simple element plus another element is not "fusion", and the relationship between elements is rough and too direct. In other words, the product of fusion looks like an element, but it is actually a combination of one element and another.
Every sign created has many meanings, but they should have one of the most important and easily recognizable meanings. It can be a graphic or a text. What we create is the core element of the enterprise (individual or product). The name of the enterprise (individual or product) is the core element to identify the main body of the customer, so using the keywords in the name of the enterprise (individual or product) as the core element of logo design can maximize the unique recognition of the logo. Because the same or similar elements are likely to be often used in signs of the same industry, using keywords in the name of enterprises (individuals or products) as design elements in design can avoid excessive similarity of signs. We have taken this into account in the design. Incorporating the keywords in the name of the enterprise (individual or product) into the design will make our design obviously unique.
The mission of the logo is to better publicize the image of the enterprise (individual or product) to the greatest extent. It is a reasonable requirement for a brand logo to express its corporate (personal or product) characteristics more accurately, but due to many factors such as creativity, materials, elements, and so on, we often ignore this reasonable requirement. In addition, when designing signs, we often consider using unconventional elements to express the uniqueness of signs, but if we make good use of conventional elements, it can often bring unexpected surprises. For example, circle and ellipse are two conventional elements that we often don't consider when designing, but they actually have many advantages. They can well guide the visual focus of the viewer, and the rounded edges will make it easier for the viewer to accept them from the heart.
Original by dawnxisoul393
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