Abstract: The continuous development of modern society puts forward higher requirements for logo design. The performance of three-dimensional effects has been continuously applied as a trend in the development of logo design. In this era of personalization, the designers must pay attention to every step of the logo design. In order to meet the visual and psychological needs of the audience, the logo design should apply the three-dimensional effect in its design so that both Reach harmony and unity.
Keywords: logo design 3D performance 1 Introduction
Along with the development of the times, the logo design has not only satisfied the communication of information to the audience and the recognition of information by the audience, but has also increased the visual and modern requirements of logo design on this basis. We often see stereoscopic designs with three-dimensional effects in today's lives. This is because three-dimensional three-dimensional effects have more intense visual impact and more novel visual experience than two-dimensional plane effects.
2 Development Trends of Logo Design
The logo is a symbol of the company's business philosophy, production technology, and product content. It is also the same thing for consumers and brands in the minds of consumers. As a sign, the sign also reflects many different characteristics such as time, nation, country, and region. It is functional, recognizable, distinctive, diverse, artistic, accurate, and persistent. We can see the changes in the style and characteristics of the logo art from the evolution of the logo. At present, the informatization, visualization and modernization of logo design are the current trends in the world.
Logo design is a kind of special message or image composed of the mass of information dissemination symbols, its basic function is to convey information in graphics, to express its internal meaning, characteristics, and use it as a medium of communication. It learns from and uses symbols and gives symbols a higher artistic height. Logo design can be said to be the carrier of high capacity of human civilization and the epitome of human culture. Throughout history, from the marking of primitive society to totems, from the pictographic symbols of Shang and Zhou to the seals of Qin and Han Dynasties, and from the nephew of Tang and Song Dynasties to the symbol of Westernization in the Ming and Qing Dynasties, these historical evolutions of the emblems all reflected the entire social culture at that time. The historical situation.
At present, the design of logos in various parts of the world and in various fields is constantly developing, but in general, the following rules are followed:
(1) In the form of complication, it gradually tends to simplicity, and gradually becomes simple from heavy. Such as: Nike (NIKE) logo (2) from the two-dimensional space of the plane to the three-dimensional effect of three-dimensional space.
(3) from static to dynamic, from rational patterns to perceptual graphics, from dull to full of vitality and vitality of humanity. For example, the logo of the automobile manufacturing industry has shifted from the traditional and complex patterns to simple and simple geometric abstract shapes, which fully expresses the sense of the times in the automotive manufacturing industry.
3 Application of 3D Effect in Logo Design
Three-dimensional space is the space where the position of the point is determined by three coordinates. The objective reality space is the three-dimensional space, which has three measures: length, width, and height. The three-dimensional representation we are talking about here is not a three-dimensional space in actual sense, but a visual three-dimensional effect expressed by a two-dimensional plane. Through the perspective principle, the effects of shadows and projections, and based on the variety of changes in light and darkness, color, depth, and coolness and warmth of the logo, the relationship between distance and level is achieved, so that the audience can get a three-dimensional sense within the two-dimensional plane. Deep three-dimensional effect.
In recent years, the design community has unremittingly explored and practiced how to combine the design of logos with the performance of three-dimensional effects, and developed modern logo designs. They focused on strengthening the organic combination of three-dimensional effect expressions and logos in their works. Which emerged a lot of excellent design works. These works not only reflect the concept and fashion of modern logo design, but also reflect the pursuit of visual aesthetics, showing the artistic charm of the three-dimensional effect expressed in the two-dimensional plane.
After the marriage between Sony and Ericsson, the logo of the new company (Figure 2) is also drawing attention. The "flowing image" and "another self" are two key elements that this new symbol should embody. This new logo achieved a three-dimensional spatial effect through changes in light, shadow, and color. At the same time, the sphere of highlights and shadows contains the letters "S" of SONY and "E" of ERICSSON. It means a vibrant green, perfect interpretation of the effect of three-dimensional space through a gradual transition in color. Under the strong contrast of light and shadow, a sense of space with strong visual impact was created. And it is this strong visual impact that has left a deep first impression on the audience. Then, this has made a multiplier effect on the memory and recognition of the winning audience.
3.1 Three-dimensional effect becomes the fashion of logo design
The logo design with three-dimensional effect is easy to cause people's association and imagination, conforms to modern audiences' perceptions and feelings about aesthetics, and thus makes the logo more accurate and vivid to convey information and enhances the recognition. Therefore, to increase the reasonable three-dimensional performance, this will have more visual impact, which will greatly benefit the work. In the era of rapid development of information, the audience is no longer in an information-poor environment. In the process of actively and passively accepting all kinds of information, aesthetic fatigue has appeared. The design of traditional two-dimensional plane signs can no longer stimulate people's Aesthetic interests, but the performance of three-dimensional effects is more abundant, real and image. Therefore, the performance of three-dimensional effects has become a new fashion of logo design. Through the application of three-dimensional effects in the design of logos, it can create a sign that the audience is satisfied and can remember and associate. Only such a logo design will have vitality and long-lasting vitality, and it will express a new trend in the era of modern information dissemination. 3.2 Three-dimensional effect is the audience's visual requirements for logo design
Logo graphics have a strong symbolic and allegorical. The symbolism is to express the concept of complicated things simply, accurately and quickly. With the help of relevant figures to express its meaning, it is not only a symbol, but also has its special spirit and emotional characteristics. With the development of society and the constant change of people's aesthetic concepts, the purely flat logo graphics can no longer be used to interpret more profound connotations. Only the three-dimensional effects of the spatial sense logo graphics can satisfy the modern people's aesthetic ideology and visual experience. The release of self, the pursuit of individuality, the change of space in fashion, and the enjoyment of rich information have become an extremely strong psychological and visual need for modern people. Therefore, people began to seek more varied forms of graphic expressions to meet these needs and rewrite fossilization. The mind set the trend, hoping to have a three-dimensional effect of the performance of the logo to stimulate the vision, inject fresh blood for the logo design, to achieve a visual experience different from the two-dimensional plane effect.
3.3 Technical Support for 3D Performance
Logo design can be said to be a kind of embarrassing art, which is limited by technology and the information it wants to express. In fact, the design of the logo is also the characteristics of its creativity. Good logo design transforms practical, utilitarian, and technical constraints into individual and unique performance starting points. Combining the designer's literacy skills, knowledge accumulation, and thinking space, the ingenious design conforms to constraints and perfectly embodies the requirements of the logo. The visual meaning of the expression makes it an independent living entity that distinguishes it from other symbols.
In spite of this, good technical support is the basis for a good logo design, which can bring more creative creation and imagination to logo design. As Professor Li Zhengdao put it: “The relationship between technology and art is like two sides of a coin, and it is inseparable.†The following describes the development of technology from three aspects: the printing technology, the network, and the development of computer software. Significant support for the three-dimensional effect of logo design.
Printing technology has undergone tremendous changes in the late 20th century. When human beings entered the era of information where various kinds of communication media coexisted, the development of science and technology not only promoted the progress of printing technology, updated the printing process, but also expanded the space for printing research. This change also provides strong technical support for the three-dimensional effect of logo design. The digital workflow of printing improves the color details of the three-dimensional effects of logo design, while also meeting the requirements for high-speed and high-efficiency processing of data. It also strives to maintain consistent color output from multiple devices (such as scanners, color monitors, digital proofers, and printers) in the print reproduction process through color management. Compared with traditional printing technologies, direct imaging, free printing of printing plates, and complete loss of network points can be achieved. 1% to 99% of screen dots can be completely and clearly reproduced on the printing plate, with richer and more continuous layers and sharp edges. The faster inking and the smaller dot gain rate can make the printed product more dense, with more vivid colors and more contrast. These changes paved the way for the application of 3D effects for logo design.
The use of the network as a carrier breaks the barriers to the transmission of part of the information in the traditional print, making the three-dimensional effect of the logo design more mature, perfect and active than before. It also makes the information dissemination of logo design more accurate, rapid, large and attractive, and also includes aesthetic and targeted factors. In the rapidly developing information age, everything is required to be accurate and fast. The network's support of this media also makes it possible for three-dimensional effects that could not be achieved through other channels and media to be delivered directly to the audience. The color is more realistic and the information is more accurate. It is also easy for the audience to appreciate and use.
In 1984, Apple Computer introduced the first Mackintosh computer (Macintosh) capable of graphic design. It includes software specially designed for graphic design. It provides unprecedented information from both layout and font selection. Convenient and quick. As a result, many graphic designers immediately gave up brushes, palettes, drawing papers, scissors, and glue to use Apple Computer. And through the use of powerful graphics image processing software, any graphics, photos and other images can be modified, processed, the effect is significant and amazing, not only very convenient and easy to use, but also easy for designers to design a more colorful 3D performance. In short, the continuous development and improvement of numerous graphics and image processing and design software have contributed to the development of the three-dimensional effect of logo design.
4 Conclusion
The common value orientation of logo design makes people's communication in information become pleasant and relaxed. The beauty of the logo also tends to be diverse and individualized, and forms the performance characteristic of the so-called “symbolization†of information. The coincidence of the revival of design innovations in the scope also reflects the future development of the logo design in a global and digital environment. Three-dimensional effect performance as a development trend of the logo design, will make the logo design has a broader space for development. Any design is a human-centered design from beginning to end, and logo design is certainly not an exception. With the rapid development of modernization and the changing needs of the audience for the diversity of logos, designers should pay attention to every step of the logo design.
Source: Xi'an Peihua College