Commercial Logo Design Instruction Theory

(3) Combinations of Latin alphabets and figurative figures and Latin characters

The Latin alphabet is commonly used in the international community. Domestic and foreign trademark signs are mainly composed of Latin letters. Latin letters combined with graphics usually use full or full abbreviation letters. The trademark of Japan Aviation Review Corporation (Figure 180) is a modern trademark with a strong national identity in Japan. The crane is a kind of Japanese jaguar. It uses the wings of a crane flying and the Japanese aviation company's Latin abbreviation “JAL”. It is a combination of imaginary and actual, positive and negative shapes, a stable center of gravity, a rich pattern beauty, and good fortune and safety. Blessings reflect the intrinsic characteristics of the aviation business.

China's famous old brand “Butterfly brand” cosmetics trademark (Figure 92), the “Butterfly” Latin phonetic alphabet “H., changed into a beautiful butterfly image. Designers grasp the intrinsic characteristics of brand names and commodities. Grabbing the rough, powerful and skillful fluent tone of Chinese folk blue and white porcelain patterns, drawing with a stroke of air, concise, generalized, free and easy, it has successfully shaped the beautiful image features of the butterfly, and is also gentle and graceful. The characteristics of women's beauty are closely related to the connotation of commodities, and the matching of letters and images is seamless. Both the Chinese national style and the modern form aesthetics are examples of graphical design of the Latin alphabet.

The trademark of Bulgaria's "KODOPA" Meat Products Company (Figure 181) changes the initial letter K into the shape of a sheep. The combination of graphics and letters is organically integrated. The language of the design is uniform, smooth, and has a sense of rhythm and rhythm.

(D), the combination of Latin letters and abstract shapes

The logo of the Chinese-Kodak Kodak Photographic Equipment Co. (Figure 182), which uses the "KoDAK" alphabet and the "K" with the initial "Z", changes into an abstract geometric shape, the size of the image is contrasted, and the color is black and white. Concise and eye-catching. Huge and powerful, impressive. A symbol of a Swiss hostel (Figure 183), the letters “A” were negatively shaped in three abstract circles, making the original inorganic shape organic. The overall shape of the virtual reality is rich and varied. The logo of the Beijing Enlighten Computer Company (Figure 184), the letter "S" consists of abstract shapes such as square, fan and triangle positive and negative shapes, orderly, rigid and flexible combination, stable and generous. Taiwan Yuan Fu Aluminum Company logo (Figure 185), English name and abstract circular pattern combination, there are static, elegant and elegant.

(5) Combination of Latin letters, Chinese characters, and graphics

China Eastern Airlines sign (Figure 186), Swallows flying wings represent flight. Located in the visual center of the entire logo; the above characters combined with the Latin below form a round logo. In terms of color processing, the upper circle is red, the lower circle is blue, and the magnificent scenes of the rising sun, sea and sky, and glory are created, and the connotations of China, the East, and aviation are fully expressed. The combination of Chinese characters and Latin characters makes Chinese and foreign travelers aware and very clear. This method is widely used in the design of badges and medals.

The logo of Nanjing Jinling Hotel (Figure 187), the visual center is composed of four variants of "King" words into a diamond, is the homonym of Jinling, innovative and unique, reasonable shape. The upper part is a Chinese character in the form of a book, and the lower part is a black body in Latin letters. The three are combined into a circular sign. The design techniques are diverse and unified, with dignified and varied shapes.

The logo of the White Swan Hotel in Guangzhou (Figure 188) has a beautiful image of a white swan in the upper part of the circle, creating an artistic conception of the rising moon of the Swan Lake. The middle part is the Song-style Chinese characters. The following is a combination of the three lines of the Latin alphabet. The logo is a combination of movements and statics, asking questions about each other; the idea is novel, elegant and elegant, full of high aesthetic appeal.

(f), the combination of figures and graphics

China's 11th Asian Games logo (Figure 189). The main part uses the image of the Great Wall to form the Latin number “XI”. Above the figure is the Asian symbol “Sun.” The whole shape has rich Chinese characteristics, unique and original ideas, beautiful images, and a sense of movement. The commemorative sign of the United Kingdom’s celebration of the 200th anniversary of the founding of the United States (Figure 190) inlaid the national flag of the two countries in two round circles of 200, which not only fits the questions but also expresses the inseparable relations between the United Kingdom and the United States in terms of ideology and so on. 81, FIG. 83, FIG. 84, FIG. 85, and FIG. It is also an example of a combination of figures and graphics.