Composition Techniques for Graphic Design 9
Certain shapes, particularly symmetrical ones, are naturally disposed to building structural patterns. Once our little modular man meets his friends they cannot help but demonstrate their acrobatic skills in this creative technique.
Welding is another technique used for building structures. 'Welding' in graphic design, as illustrated in our visual equation above, is when you take two or more images and combine them to create a single form. Due to their combined nature, 'welded' images often suggest conceptual ideas with layers of meaning.
Building a Concept
When developing a logo you are trying to build up a strong concept that communicates information on various levels.
In order to build up a concept around our image we have added the title 'Refrigeration Plant' to create a logo idea for a cold storage company. The layers of meaning that arise from linking the image to this title take the form of a visual and verbal pun. The man/snowflake resembles a 'plant'. The word 'plant' not only describes a living organism but is also another name for a factory. The former is a symbol of nature while the latter is a symbol of technology. Like the stem supporting its flower, the figure holds the snowflake aloft - a reference to man's technology harnessing of the forces of nature and an appropriate symbol for the subject.
Frames are not always rectangles
To develop our concept further we have added a backdrop. Remember that a frame or backdrop does not have to be rectangular. It can be any shape. Here we use a triangular backdrop to frame the image and link to the title. The triangular backdrop also suggests the shape of an icicle, adding some extra chill to the design.
Use Counterchanges to create Contrast
Next the design was colored ice blue to further amplify the coldness of the concept. Tonal counterchanges of graduated color were added to both the image and its backdrop in order to contrast and balance these elements of the design
Outlines are not always black
Finally, all the outlines in the logo were changed from black to white. This adds a 'frostiness' to the concept, more in keeping with the subject. A subtle drop shadow was also applied to restore the legibility of the lettering and the overall tonal contrast of the design was increased to maximise its impact.