There is a complex balance system in nature, in which different elements are interrelated, and the intricate information exchange interweaves to form laws and processes, which work together to form professional and purposeful results. Nature, like a superb economist, can always get the maximum output with the minimum input. In this ingenious system, everything will not be wasted, and everything will be used. And all this was done in a subtle moment. In part of this series of articles, we talked about the power of conformity, symbolism and intuition, and this time we will talk about the role of natural laws.
The core of the law lies in its repeatability. Laws are continuous like stories. In order to survive, human beings must learn natural language. The regular migration of animal populations, the movement of stars in the sky and the characteristics of different landforms are typical and predictable natural laws. As designers, we need to rely on this stable natural law. Bionics is not only useful for product and industrial design. If we can combine logo with the innate natural laws of human beings, we can make the graphics with biological blueprints have stronger information transmission ability.
The relationship between natural laws and design
The laws of nature will establish relationships between forces that are dynamically opposed, seemingly unrelated or invisible to the naked eye. It can be said that everything in the world has communication. Designers can bring their own understanding of this phenomenon into logo? Genes? Among them, it has the ability to contact all things, thus forming a broader extension. Intuition has been imprinted in our minds long before the emergence of civilization, so it will not be limited by culture and language. Therefore, intuition is the most direct way to establish contact with the audience.
Understanding the laws of nature can help designers choose the most suitable visual elements to express the unique characteristics of customers, and at the same time, reasonably use the common and easy-to-understand concepts. As long as we can let the audience connect the design with the relevant visual information of the brain at first sight, it is very likely that they will further accept the information we want to convey from the details later.
Different core natural laws can be combined with each other stably and efficiently, so they have sufficient practical operation value in three-dimensional space. These basic and core natural laws constitute various processes that exist universally in the universe from micro to macro. Then, considering that exercise is the foundation of life, let's start with the law of exercise.
Law of motion: bifurcation and twists and turns
Exercise can transfer energy from one place to another and exists in various scenes. Branches and roots, rivers, blood vessels and nerve centers, and streams meander through grasslands, brain and intestinal circuits, which is a typical energy transfer process.
The natural law of bifurcation can transfer energy from leaves to trees, from pulse to nervous system, and the soothing tributaries of rivers will roll like brains or intestines and transport energy to the vast land.
The purpose of bifurcation and meandering is as shown in its form: connecting the starting point and the ending point in a straight line. Our body fluids can send air, water and nutrients into and out of the body through an extremely complicated pipeline system; Plants can convert sunlight into energy through leaves, and then transmit it to all parts of the tree through branches, stems, stems and roots; Waterways meander all over the earth's surface through continuous bifurcation and winding, bringing water and nutrition to animals and plants; Lightning can convert carbon and nitrogen into nutrients for plants to absorb through the soil.
Although the two basic laws of motion are different from each other, they are also very efficient. Bifurcation is a direct and rude rule, while winding runs to the end in a gentle way. Cause (everything in nature has a cause) The purpose of bifurcation is to transfer energy to the next destination quickly and efficiently, while the purpose of winding is to reach the end point slowly and evenly in a curved way, distribute energy along the way, and increase the coverage area as much as possible (can we use it like this? Horn? Or? Curve? As a reference for the main shape).
Bifurcation pattern in logo
The logo of ISTEC contains rich cultural and technical connotations, and shows the company's information in a very direct way. ISTEC is a non-profit organization, whose main responsibility is to purchase technical software, hardware and training services through large American science and technology enterprises, and then provide them to universities in Central America, South America, Spain and Portugal. This company, which mainly provides technical services, has come into contact with many outstanding graduates to participate in its non-profit projects, and the two sides can exchange interests to a certain extent.
The potential bifurcation pattern in its logo directly shows the movement pattern, and then explains the exchange process. Considering that the main job of this technology transfer company is to transfer mainstream (or urgently needed) technologies in different regions, this symbolic technology is very suitable. The whole logo is square, which further emphasizes the stability and reliability of the client company, which is very important in representing new technologies and establishing cross-cultural ties.
The conceptual process of this logo is closely related to customers from the perspective of culture and technology. At the same time, it also contains a forked pattern that echoes the theme of technology transfer, providing further support for the design.
The zigzag pattern in the logo
Winding can transfer energy like a bifurcation, but there is a big difference: it is not urgent, it has mobility and freedom. Duffy+Partners' Bahamas brand building project adopted different dynamic shapes and colors. Generally speaking, the winding pattern structure is relatively loose, so it is not common in logo design, but this case (combined with its background of tourism, entertainment and free shuttle between islands) is very suitable.
The designer's design process shows the conceptual development of integrating island chains with typical bright plant systems in the Caribbean to form logo visual clues.
At first glance, this sign doesn't look like a zigzag, but we need to look deeper through the surface. Island chains are essentially interconnected below sea level (the designer also considered the elements of the map in the draft concept). Bright colors, messy shapes and potential winding patterns are all in line with the brand concept of this relaxing and entertaining tropical resort.
Stacking and combining rules: hexagon and other embedded shapes
Stacking and filling shapes have two main purposes in essence: to store and stabilize energy for future use. Air-dried mud, bubbles and cracked cement are generally mixed with 120? The left and right corners are broken. There is a reason for this. Nature is composed of spherical atoms, molecules, germs, viruses and cells. When they are attached to their own kind (that is, by 120? Hexagon).
Spherical objects constitute most of the physical space, and the form of six circles and one can achieve the closest fit. When an object is squeezed by heat, gravity and pressure in physical space, it will form a hexagon. This professional rule is called mosaic, which will not produce any blank or redundant overlap, just like a jigsaw puzzle. This professional cooperation makes it the most efficient and stable form of capacity storage. Besides hexagons, there are two shapes that can be connected: quadrilateral and triangle.
Typical accumulation and bonding: cracks in cement floor will rise from molecular level to 120? Angle, and then expand, forming the law of self-similarity. The professional shape of honeycomb has high strength and space utilization efficiency, and architect BuckminsterFuller adopted this shape in his super energy-saving grid dome design.
Stacking and fitting mode in Logo
Stacking and assembly mode is very suitable for companies that need to convey security and space to store information. In fact, all kinds of angular shapes can be classified into this category (triangles, rectangles and squares will be discussed in the third section). Angled shapes can be placed with edges as the bottom, and each angle constitutes an accurate measuring point. This form shows stability and accuracy, and can be used to reflect transparency and integrity. For things that can be measured accurately, we often think of them as? Real? Or? Is it reliable? .
Banks and other financial companies like angular shapes, and many contractors and other companies that want to express reliable information often use this model. It should be noted that today's technology makes it easy for us to deal with decimals: therefore, we must strengthen the concept of security, especially in digital currency. )
HSBC, Chase Bank, new york Stock Exchange and many other financial institutions have adopted the angle shape in their designs to strengthen the concept of security and stability.
Law of linkage and derivation: spiral and spiral
Spiral and spiral are similar in shape, but different in function, much like meandering and bifurcation. The diameter of the spiral does not expand or contract, and always keeps a constant distance from the center, so that it can penetrate solid structures or resist strong forces. The motion path of the spiral will continue to expand in the geometric space, forming a self-similar curve. Of course, their functions are different, but they are interrelated.
spirality
Spirals can collect energy and then use it for various purposes. In nature, single spiral can be seen in funnel clouds, tornadoes and other energy convergence phenomena. Humans have applied this principle to tool design, creating electric drills that penetrate hard structures, screwdrivers that pull plugs, and so on. If two spiral structures are used together for reciprocating motion, a complementary relationship can be formed to combine two opposite objects. You can see the double helix in DNA, which can integrate the necessary information into the genetic blueprint to create the next generation.
Spiral can convey the message of unity of opposites, concentrate on one point and strengthen the connection between different generations. Next, I choose an example of acupuncture clinic to illustrate this model. After fully understanding the principle of this model, you can confirm whether your intuitive choice is correct. Intuition is the most mysterious of our senses, which can help us make correct judgments. (see section? The power of symbols, symbols and intuition. Knowing this information will also help you explain your ideas to your customers. We can explain the logo in the form of telling stories, which will be easier.
A few years ago, I designed this logo for a health clinic focusing on Chinese medicine. The founder of the clinic was originally a western doctor, and later expanded its business scope to acupuncture. I just used the form of mercury scepter, combining the energy balance emphasized by traditional western medicine and oriental medicine. This logo doesn't need much conceptual thinking. As you can see, the final plan is basically set in my first draft (reminding everyone to explore their inner creativity through intuition from time to time). This logo of integrated traditional Chinese and western medicine represents two medical forms, and the spiral structure also shows the effect of acupuncture to stimulate the body's energy burst through puncture.
spiral
The creative and derivative significance of spiral lies in its ability to connect different energies. The construction of logarithmic spiral in mathematics fully illustrates this point in geometry: a spiral that grows at a gradual rate through geometric forms. The interconnected circle that creates phi spiral expounds its formation in form.
Phi spiral is composed of a series of circles that spread out and advance on the geometric plane, and are connected with each other at the intersection. This structure comes from Fibonacci sequence.
The advancing spiral represents natural growth, and it is the only form that can be regarded as shape and natural pattern (for more information about spiral, please see Section III: How does geometry affect logo design? This model can show how new life is gradually presented to the world. This pattern is very common in the study of embryos and germinated seeds.
ValleEncantado's logo contains spirals and spirals. In logo, the spiral guarded by a curled shovel represents the high-intensity work needed for digging and planting, and at the same time, the logarithmic gradual spiral points to the creativity of food production. Other graphic elements in the design meet other requirements of customers (see? The power of conformity, symbolism and intuition. )
The process of purifying general information to obtain targeted information can bring great value to the audience. When you cultivate awareness of various basic patterns of nature, you can integrate them into the strategy of logo design.
Can merging different forms strengthen your message at all levels? Sort out the audience's intuition and interest step by step from a glance. Through the combination of symbols and symbols, various forms can bring a higher level of information transmission depth to your logo.