Trademark Design Knowledge Collection--Text Marks (2)

Normal align=left> Section II Latin alphabet trademark logo

Normal align=left> Latin is a common form of writing in the international community. Many countries in the world use the Latin alphabet as an element of their own writing, and many languages ​​derive from it. The Latin trademark logo can be accepted by most countries in the world and is therefore very popular and universal.

Normal align=left> Just like the law of development of Latin and Chinese characters, long-term historical development and evolution has formed a variety of font forms and writing patterns. Such as Roman, Gothic, free body and so on. Various fonts have their unique aesthetic value and artistic interest. The use of the Latin alphabet for the design of trademark marks should also be considered in terms of fonts, pronunciation, and meaning. From the perspective of the glyphs, the strokes of the Latin alphabet are simple and geometric shapes. In the design of the trademark mark, it is beneficial to exert the organizational factors such as plane composition. According to the requirements of content and form, the forms and structures of letters are processed or reorganized (see Figure 24). From the perspective of word pronunciation, the Latin alphabet should constitute the whole word according to strict rules. Reading these words is in order. of. It can be read horizontally or vertically, but it cannot be read backwards (Figure 25). Therefore, in the trademark mark, the design of the letter and the design of the upper and lower letters should be designed in strict accordance with the order inherent in the word. In particular, abbreviations or acronyms can not be designed to look from many directions like the graphic trademark (see Figure 26). The combination and change of letters or words can in turn produce a variety of trademark logo forms.

Normal align=left> First, the single-letter trademark mark

Normal align=left> This form is generally designed from the first letter change of the product's brand name or company abbreviation. Although its shape is relatively abstract, after the designer's design and production, the single-letter trademark and logo will show its unique charm: concise, prominent, easy to use and produce the media; with a strong stimulation of identification, introduction Attention, easy to identify and remember. Therefore, most Latin trademark marks use this form.

Normal align=left> The flag of Italy's world airline (see Figure 27) was designed for the famous American Randall packaging design company. Using AliTALIA's initial letter "A" as a design object, the shape and horizontal strokes of A are changed as triangles to make them fit each other and form a positive triangle; the acute angles of the triangles are upwards and there is a meaning of galloping rise. The overall shape is the shape of the airplane's tail, so it is decorated on the tail of the aircraft. The logo and tail shape are perfectly integrated and are very suitable and eye-catching.

Normal align=left> The logo of the Japanese Art Association Asocl AcloN (Figure 28) also uses the initial "A" letter, which is unique in design. The designer will change the strokes on the right side of the printed "A" letter of the Roman body into a thick, random stroke, like a stroke in the painting, expressing the inherent traits of freedom and innovation of the art association. The style is lively and yet dignified, giving people a visual sense of beauty and never forgetting.

Normal align=left> The trademark of the Swiss textile company METILER (figure 29). The strokes of the initial letter “M” are geometrically processed in stripes. The styling looks like a folded stripe cloth, and the interweaving of the stripes in different directions gives people the feeling of latitude and longitude weaving. Design meets company and product connotation.

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Normal align=left> 2. Trademarks made up of modular letters

Normal align=left> When the abbreviation of a company name or product name is two or more, the design of the trademark logo is more varied and varied. Generally, there are the following types of design:

Normal align=left>1. Share shape

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