The visual space of logo graphics

In order to record their thoughts, activities and achievements, humans began to use graphic symbols as a means as early as 5,000 years ago. For example, pottery imprints, patterns, markings, etc., these symbols depict vivid, concise image, which may be a sign of early human design. In the long history of mankind, the logo design is also changing along with the development of society. In this development process, the signs are mostly expressed in the form of planes. Up to now, it is still represented in the form of a plane to dominate the mainstream.

Modern symbols are visual symbols and figures with symbolic meaning and connotation. It serves as a vehicle for the communication of information or as a bridge between people and society, and helps to establish the image of a company or organization. According to the compositional factors, signs can be divided into three types: text signs, graphic signs and graphic combined signs.

Due to the rapid development of society, cultural information is continuously developing toward more depth, more extensiveness, and more diversified direction. Coupled with the transformation of people's modern aesthetic concepts, people are no longer content with the flat representation of signs. In the modern design process, designers also incorporated more spatial thinking into their own design work, began to try to explore a plane logo work from the perspective of space, or try to use the plane to sum up the multi-dimensional world.

What is discussed here is the visual space, not the actual three-dimensional space. Space determines all human knowledge. The scope of space determines the period of human activity and the world in which it lives. Therefore, people's aesthetics relies heavily on works with a multidimensional space. When it comes to visual space, two concepts are mentioned - spatial perception and spatial perception. Spatial perception is a perception of humans' understanding of the spatial characteristics of external objects. For example, the shape, size, distance, depth, and direction of objects all affect the perception of space. Spatial perception is the ability of human beings. In the historical process of depicting forms, human beings mostly express their feelings about space perception. From cave paintings of primitive people, it can be seen that they hope to reflect various objects in three-dimensional space on a two-dimensional plane. The pursuit. In the Renaissance period, the use of natural science to sculpt plastic arts produced perspective studies, which is the focus perspective. Since then, it has become a method of European expression of a sense of space. The sense of space is the use of perspective theory, according to the light and shade of the visual object, the depth of color and the difference between cold and warm, showing the distance between the objects of the level, so that people get a three-dimensional, deep sense of space within the plane.

Modern logo works should not only reflect excellent visual effects on the plane, but also a kind of three-dimensional emptiness, a leap of space, and a space impact. We should not only think about design from the perspective of formal beauty, but also need to interpret the new meaning of a logo graphic from a multidimensional and spatial standpoint. Ignoring the existence of space, blind pursuit of the visual effects of the plane will only cause the works to be as illusory as castles in the air. Logo graphics have a strong symbolic and allegorical. The symbol is to express the concept of complex things simply and accurately, and to express its meaning with the help of related objects. It is not only a symbol, but also has its special spiritual and emotional characteristics. With the development of society and the change of people's aesthetic concepts, purely flat logos can no longer be interpreted with more profound connotations; only multidimensional and spatial logos can satisfy modern people's aesthetic ideology. The release of human nature, the pursuit of fashion, the feeling of space change, and the enjoyment of nature have become an extremely strong psychological demand for modern people. People are beginning to seek more graphical expressions to meet this demand.

The creation of the visual space for signage is mainly based on the human understanding of spatial perception and spatial awareness. It contains many subjective spatial concepts of people in modeling activities. It is complex and novel, and shows the brilliant points of human thinking. The way in which the visual space of a logo graphic is represented is usually the following:

First, the use of shape and size changes in the sense of space

The most important condition for generating spatial sensation is the front-to-back distance relationship of the object shape. In the visual range, the same object shape is different in distance and looks different in size. Therefore, due to the visual relationship in the plane, the larger The object shape has a forward sense, and the smaller object shape has a sense of retreat. This method of making use of size changes to form spatial effects is relatively easy to grasp, but the size of objects must have dimensions. Otherwise, the relationship between shape and shape is disassociated, but the purpose of form space is not achieved.

Second, the shape of the contradictory performance of space

Violating the combination of different forms of normal spatial concepts can produce ambiguous and contradictory spatial impressions. New forms and concepts are also produced. This is the purpose of creating new spaces by using visual differences, and is also to create logos with a sense of space. One of the effective methods.

Using the understanding of normal spatial perspective methods, with a certain constructive means, it is possible to express the coexistence of different spatial concepts in the same visual space, thus showing a visually contradictory space. The coexistence of different spatial concepts can also be produced by the use of alternate changes in visual cognition. Through the lines, light and dark, and through stacking techniques, the performance of either front or back, or convex or concave double emphasis magic effect. Such visual effects are most easily expressed in a geometrical image because the simplicity and simplification of the geometric image facilitates the transformation of visual states and produces visual dynamics and psychological impact. In addition, consciously transforming the plane and three-dimensional, two-dimensional and three-dimensional space, transition and combination, can also make the coexistence of different spatial concepts in the same graphic space.

Third, the use of light and shadow performance space

Light has all the characteristics that affect the appearance of all visual objects. Light can not only increase content, but also compress content. It can not only visualize the appearance of a visual object, but also mask the appearance of a thing. In this looming process, it will create a sense of visual space.

There will be shadows in the presence of light and form. Under the strong contrast of light and shadow, the form will have a sense of space with strong visual impact.

Fourth, use the curvature of the surface to show a sense of space.

After the rotation, bending deformation, due to the change in direction of different parts of the same surface, will make the image in the visual sense of space.

Fifth, the use of line changes in the performance of a sense of space

Changing the length, thickness, density, zigzag, etc. of the line will produce a spatial effect on the screen.

Six, color changes produce a sense of space

The characteristics of color brightness, purity, and a sense of warmth and coldness. High-bright colors have a sense of forwardness, low-bright colors have a sense of retreat, high-purity colors have a sense of front, low-purity colors have a sense of back, cold colors have a sense of distance, and warm colors have a sense of proximity. This visual misplacement creates a sense of space. In addition, the gradual transition of color also creates a sense of space.

VII. A sense of space created by mutual exchanges

The shared image is a special way of constructing new spatial feelings. Using images of similar shapes, mutual borrowing, and mutual enrichment, image objects form an indispensable part of each other, forming an organic whole shared by two or more shapes. The creation of a shared image is the result of spatial association. Utilizing the illusion of visual space and the coherent configuration of the image, the association and transformation between the images are caused, and the original spatial image in reality is transformed into a new image of imagination.

Through the above methods, you can create a logo with a sense of space. The logo graphics with multi-dimensional and spatial sense can easily lead to people's imagination and imagination, in line with the modern people's aesthetic concepts, so that the logo more accurately and vividly convey information and enhance the recognition. In the era of information explosion, people have been numb in the process of accepting various kinds of information. The traditional form of plane signs can no longer stimulate people's aesthetic interests. Therefore, when modern designers are engaged in the creation of logos, they should think more about multidimensional and spatial aspects, and create symbolic graphics that enable people to have infinite imagination. Only such logo graphics can have vitality, and only such logo graphics are the new trend of modern information dissemination.
Author: Chen Ji was