Flexible visual identity : logos for a stronger brand / edited by Chen Jinming and Wang Xiangliang.  (Text) (Text)

Chen, Jinming | Wang, Xiangliang
Call no.: NC1002.L63 F54 2018Publication: Mulgrave, Victoria, Australia : Images Publishing, 2018Description: 351 p. : col. illISBN: 9781864707779 (paperback); 1864707771 (paperback)Subject(s): Logos (Symbols)Branding (Marketing)Commercial artTrademarksLOC classification: NC1002.L63 | F54 2018
Contents:Introduction -- The background of flexible logos : Globalization and diversification of logo communication space ; The internet and intellectualization of logo communication media ; Branding and symbolization in logo promotion ; Induction and instant characteristics of the communication of logo information -- Creativity and design of flexible logos : Aesthetic characteristics and design principles of flexible logos ; Creative design methods of flexible logos : Filling up; Outlining; Background; Formula; Deduction; Substitution; Garnishing; Scrawling; Styling ; Basic types of flexible logos : Several variables generated by one quantitative and several variables; Several variables generated by several quantitative and several variables; Several new variables generated by several variables and the other several variables ; Design performance of flexible logos : Components of flexible logos; Forms of flexible logos; Expression of flexible logos -- Application of flexible logos : Specific applications of flexible logos : Websites; Brand-related companies ; Comprehensive application of flexible logos ; Experimental application of flexible logos : Artistic creation; App development and related medical treatment ; Summary -- Case studies : Filling up ; Outlining ; Background ; Formula ; Deduction ; Substitution ; Garnishing ; Scrawling ; Styling.
Summary: In the internet age, the means of communication keep changing along with the increasing formation. It becomes more difficult to catch the public's attention and the monotonous and invariable logos can't meet the needs of current and future commercial society any more. Designers need to seek new design language to express a brand. Flexible logos are a kind of design form with more variability, stronger adaptability, wider coverage, and fresh visual effect. This new form perfectly follows the development trend of globalized, diversified, and internet integration of online and offline operations in the new commercial society. However, the birth of flexible logos is not only to adapt to new media - and new means of communication - but also a breakthrough of logo design itself that creates new possibilities for the innovation of logo form and breaks the fixed, monotonous, and invariable characteristics of the traditional static logos. This book explores the creation and methods of the flexible logo design process, and analyzes its application across dozens of international projects. Each project explores the notion of broader brand extension stability, as well as the stability of consumers' psychological recognition.
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Includes bibliographical references and index.

Introduction -- The background of flexible logos : Globalization and diversification of logo communication space ; The internet and intellectualization of logo communication media ; Branding and symbolization in logo promotion ; Induction and instant characteristics of the communication of logo information -- Creativity and design of flexible logos : Aesthetic characteristics and design principles of flexible logos ; Creative design methods of flexible logos : Filling up; Outlining; Background; Formula; Deduction; Substitution; Garnishing; Scrawling; Styling ; Basic types of flexible logos : Several variables generated by one quantitative and several variables; Several variables generated by several quantitative and several variables; Several new variables generated by several variables and the other several variables ; Design performance of flexible logos : Components of flexible logos; Forms of flexible logos; Expression of flexible logos -- Application of flexible logos : Specific applications of flexible logos : Websites; Brand-related companies ; Comprehensive application of flexible logos ; Experimental application of flexible logos : Artistic creation; App development and related medical treatment ; Summary -- Case studies : Filling up ; Outlining ; Background ; Formula ; Deduction ; Substitution ; Garnishing ; Scrawling ; Styling.

In the internet age, the means of communication keep changing along with the increasing formation. It becomes more difficult to catch the public's attention and the monotonous and invariable logos can't meet the needs of current and future commercial society any more. Designers need to seek new design language to express a brand. Flexible logos are a kind of design form with more variability, stronger adaptability, wider coverage, and fresh visual effect. This new form perfectly follows the development trend of globalized, diversified, and internet integration of online and offline operations in the new commercial society. However, the birth of flexible logos is not only to adapt to new media - and new means of communication - but also a breakthrough of logo design itself that creates new possibilities for the innovation of logo form and breaks the fixed, monotonous, and invariable characteristics of the traditional static logos. This book explores the creation and methods of the flexible logo design process, and analyzes its application across dozens of international projects. Each project explores the notion of broader brand extension stability, as well as the stability of consumers' psychological recognition.

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