Art rules and design principles of signs

(a) The art of signage

In addition to the general design art rules (such as decorative beauty, order beauty, etc.), the logo art has unique artistic rules.

1. Symbolic beauty

Logo art is a unique graphic design art. It abstracts the shapes, symbols (including words), colors, etc. of things, which are derived from nature, society, and people's concepts, and then refines and processes them through art. It is structured into a complete artistic graphic symbol, which distinguishes it from decorative drawings and other art. design. To some extent, logo graphic symbols have the symbolism of simplicity, aggregability and abstraction, and sometimes even directly use ready-made text symbols, but they are completely different from text symbols. It is embodied in a graphical form (ready-to-use text symbols must be graphically modified), with more distinctive visual, artistic and consensus symbols. Symbolism is the most important art rule in logo design. Logo art is a graphic symbol art.

2. Characteristic beauty

Characteristic beauty is also a unique artistic feature of logo art. What symbolic graphics embody is not the individual characteristics (individuality) of individual things, but the intrinsic characteristics (commonness) of the same kind of things, or the category characteristics. Through artistic enhancement and exaggeration of these features, consensus artistic effects are achieved. This is quite different from other plastic arts that have achieved impressive artistic effects through their flesh and blood.

However, its performance on the common characteristics of things is not stereotyped and conceptualized. The same general characteristics can and must have different personality styles in different designs, so each has unique artistic charm.

3. Concise beauty

Compact composition and concise graphics are the structural beauty principles that sign art must follow. The logo is not only used alone, but is often used in various kinds of documents, promotional materials, advertising, video and other visual communication. With the symbol of concise beauty, not only in any visual propaganda (regardless of how much or how much shrink) can show its own independent symbolic beauty, but also a strong decorative beauty of visual communication. Conciseness is not simple, and the concise structural beauty can only be obtained through refined art refinement and generalization.

4. Simple beauty

The language of sign art must be simple and simple, and it must be made redundant. Everything is optional, available but not necessary graphics, symbols, text, and colors are not used; details of all non-essential features are resolutely removed; there is no need to express them in an artistic manner; they can be expressed in a little bit by bit. Never add a little bit of color. Highly simple and highly aesthetic, it is the difficulty of the art of logo design.

(II) Principles of Logo Design

Logo design is not only the design of practical objects, but also a graphic art design. It has both the same features as other graphic arts expression methods and its own art rules. It must embody the aforementioned characteristics in order to better perform its functions.

Due to the demanding requirements for its conciseness, generalization, and perfection, that is, the degree to which success can hardly be found in a better alternative, the difficulty is much greater than any other graphic art design.

1. The design shall be carried out on the premise of detailed understanding of the purpose of use of the design object, its applicable scope, and relevant laws and regulations, as well as a deep understanding of its functional requirements.

2. The design must fully consider the feasibility of its implementation, and take corresponding design measures for its application type, materials and production conditions. At the same time, we must also consider the visual effects when applied to other forms of visual communication (such as printing, advertising, imaging, etc.) or zooming in and out.

3. The design should meet the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the affected objects.

4. The concept must be carefully tuned, and strive to be profound, ingenious, novel, unique, accurate, and able to stand the test of time.

5. The composition must be concise, beautiful, and conformal (adapt to the shape of its application).

6. Graphics and symbols should be concise, general, and artistic.

7. Colors should be simple, strong and eye-catching.

8. Following the rules of logo art, creatively exploring proper art expressions and techniques, and refining the fine art language to make the logo of the design highly aesthetically pleasing and obtain the best visual effects are the criteria for the pursuit of logo design art.