On the Sixth Design of a Great Brand

(20) design as speaking

The form of the design is also the shape of the form. From the perspective of linguistics, the shape of the form is composed of the various languages ​​of the form. That is, the form is a set of language. Any form is a language or is composed of various language units. The so-called "language" of the modeling language borrows the related concepts and definitions of the so-called "language" in linguistics, especially the analysis of the nature and relationship of language in linguistics, because in modeling, many modeling factors and the entire modeling Relationships are like the relationship between language and speech.

Any element of modeling and styling, appealing to the image and human vision is symbolic. Language is a symbol, with the most basic and most essential symbolic features. The most important thing to say is to say, say, and say something wonderful. The things related to it are voice, language, and tone. Listed, unclear goals, unclear appeals, and sticking to conventions. Design is like talking, the key lies in what and how to perform. Designs need to be correct, clear, and wonderful, and these are accomplished through content, forms, and techniques. Only if the design goals are clear, can we have operability. Just like water, water can be round, you are square, you round it, and it is good.

(21) Art can never communicate with the public.

Art is an aesthetic form that expresses the artist's thoughts and emotions. It belongs to a few people and can never communicate with the public. If art is accepted and accepted by the general public, it will not become art. But the logo is different. The logo is designed to allow the public to accept it, so as to accept and generate the desire to buy. Therefore, logo design must communicate with the public, and the beauty of the public should be the United States.

(22) Who is more important in the logo design?

Some entrepreneurs think that their companies are doing well and they have the ability to design logos. This makes designers very angry. Where does our expertise go? Often entrepreneurs use money to buy their own designs, their own hobbies, and their own aesthetic taste. sad! Therefore, if a designer wants to win without fighting, he will not talk to you about one point. We must talk about advanced issues, talk about philosophical issues, and talk about the connotation of design.

(23) Four characteristics of the logo: three-dimensional changes in planarization, simplification (concise), ordering, and planarization.

Why should the logo be flat and simplified? This is due to historical reasons: due to limitations in production conditions, craft materials, and understanding levels, the original logo design cannot do any three-dimensional effects. It can only be started from the perspective of plane and simplification, and uses symmetry. Equilibrium, harmony, rhythm, repetition, unification, and other techniques are used to excavate the exquisite things. Naturally, the logo has been characterized by its flatness, simplicity, and orderliness.

With the advancement of science and technology and the improvement of the level of understanding of designers, the signs gradually appear three-dimensional changes in the planarization. The logo cannot be completely three-dimensional like a sculpture. It can only produce three-dimensional changes on a plane basis. Therefore, designers used gradients, three-dimensional effects, and other techniques to enrich the forms of signs and formed today's diverse logo style.

(24) The logo must have a Chinese style.

Designers should increase the overall cultivation of Chinese culture and Chinese art, promote the spirit of being round, round and square, and tolerant, and promote the spirit of no extra place. At the same time, it is necessary to invest in the study of folk art, Peking Opera art, Chinese calligraphy, ancient Chinese paintings, and Chinese patterns, and absorb and learn from the excellent ones.

(25) Nationality and Internationalization

Nationality is international. I think this is a myth. For example, the word “Quanjude” is national, but for foreigners, if you don’t understand Chinese, then you don’t know that he is selling roast duck. The so-called internationalization that is now popular is the use of English letters. Like Lenovo, it is not entirely correct. The graphics are international. In terms of branding, it is best to use graphics for internationalization. Graphics are the most international language, but graphics also have nationality. Everyone has agreed on some common forms, which are international.

Internationalization is universalization and it is commonly recognized by humans. But is there a style of internationalization? The answer is yes. Is there nationalism? This must be considered in many ways. On the one hand, it has a national character, such as the sign of “Southern Power Grid”. The graphical representation of transmission lines and electric wires is basically the same in the international world. Both are linear and rectangular, which is internationalized. However, the logo uses these international elements to form the “electricity” character of Chinese characters. This can only be understood and understood by Chinese language audiences. From this perspective, it is also national. At the same time, there is no nationality in internationalization. For example, the sign of “Nike” has absolutely no national things. It only shows a state, a kind of fast and quick movement state. This kind of language is something that all people can feel and read and understand. Therefore, there is no nationality in internationalization.

In a sense, nationality is historical, and it is a form in the international family.

(26) Style is the natural expression of object temperament

People all say that designers need styles. I think that this is just to say that the designers are showing their temperament, preferences, techniques, aesthetics, and taste. Things are dialectical. The so-called style will seriously hinder the designer's creativity. The style should be discussed after the designer died.

I think the reason why a designer produces a style is because its design accords with the object of the designer's marketing - the temperament, soul and ideal of the object (business, product).

At this level, the attributes and industry characteristics of objects, companies, and products should determine the design style. Taking the logo and VI as examples, different industrial styles are different. For example, China Southern Power Grid, the original power is a, and later the separation of electricity, power generation, transmission, electricity sales separately, which requires their own image. China Southern Power Grid is the concept of the network, but also has the function of transmission, but it must be distinguished from power generation companies and energy companies. So I designed the main figure with the word "electric" to remove the two vertical signs. This shows that the content and the needs of the object determine the style.

When we serve our customers, we must have decision makers of enterprises fill in the questionnaires of the marks, because they know the characteristics of the industry best. In fact, designers sometimes just express their opinions and ideas in a design approach. There is no design that is out of nothing.

Accurately express the object you design, and the desired temperament of the object produces a style. This kind of performance should not be the designer's personal style, it should be the object's own style.

The same is true of painting. The Tibetan paintings drawn by Chen Danqing accurately expressed Tibet he understood. Tones, like everyone's understanding, have resonated. In the previous section, I looked at the oil painting exhibition in the Art Museum. Most of the works were bleak in performance. Only Chen Danqing's Tibetan group paintings had a strong sense of tone from the tone, strokes, and colors. That is what Tibetans feel. “Impressive” is a word that I do not know whether it is accurate or not. It is the object that the painter has strengthened his performance. It is the temperament of the objective object.

For the product, the product content is more and more strong, and their difference is identification, which is style. The so-called Picasso style is to constantly deny itself, so that they do not form a style. Therefore, in a sense, the style is the natural expression of the temperament of the object. The designer only found it and found it, but it can never be said that it is the designer's own style.

If the designers form the style prematurely, the thinking will be settled and difficult to innovate. There are many factors that affect the design. For example, you design with people as the basis. Different people have different needs. Whether your design is suitable for manufacturers, marketers, managers, users, and maintainers. These reasons, backgrounds, conditions, structures, positioning Both define the style you describe and describe. In a further step, materials and manufacturing processes will also exist in other forms.

Pure art, such as painting, is mostly the existence of personality. The existence of design is a common existence.

Style is often symbiotic with form and structure. The main factor in determining the form is its constituent factors, its constituent methods, and not its constituent elements. If the elements are limited, the way is infinite. For example, the points, lines, faces and colors in the composition, 1, 2, 3, 4, 5, 6, and 7 in the music are unlimited.

Style is also a kind of symbol, suitable for designing the symbol of the object, so that people have a sense of expectation. The child longs to see the McDonald's logo and environment; overseas Chinese want to see the national flag of their country. Style is similarity. (to be continued)