When we usually study color to understand the emotion of color, we want to arouse various emotions of the viewer through color, a visual factor with strong expressive force, and express the emotions that designers want to respond through color. However, designers seldom pay attention to the techniques and ways of color expression. This paper mainly introduces the application of color superposition in brand design through some excellent brand design cases.
The so-called superposition refers to the process or method that our pre-generated graphs, attribute features and so on are called to be superimposed on a basic graph. The overlay mode mixes the "primary color" and "mixed color" of the image to produce an intermediate color. The color in the "base color" that is darker than the "mixed color" doubles the "mixed color", and the color that is brighter than the "mixed color" will cover the "mixed color", while the highlights and shadows in the image remain unchanged, so the overlay mode will not work when coloring black or white pixels.
The cartoon girl created by Qiu Ji in Kitaoka has a layer of red on the left side of the image, but her eyes are not covered. Because of the reddish background, the girl's right eye is the same as the blue color of the hairpin, but in fact, both eyes are gray. This "antagonistic process" proves that you cheated in front of your eyes, but in essence the color is affected by brightness. Just like the blue age created by Picasso, the whole painting feels only blue, but it is clever to distinguish the characters and the environment through the brightness relationship. So when we talk about the superposition of colors, we have to talk about the brightness relationship of colors.
The following is a case about the application of color superposition in brand design:
EDP EDP Energias)
EDP Energias is the largest energy company in Portugal (http://www.edp.pt/en), and its new image was designed by Stefan Sagmeister in new york. Logo is designed to change dynamically. In practical application, the colors are bright red and dark red, and the reds with different brightness relationships overlap with each other with the transformation of the shape, forming interesting graphics. The new logo consists of seven basic forms, and the designer has also designed a series of icons. Like the new logo, these icons use basic geometric shapes and form interesting images by superimposing red with different lightness.
The Great Catering Company
the art of food
as a food company, the great catering company not only brings food and services to consumers, but also locates catering and depicts it through artistic forms. This attempt is innovative and modern. Through a creative process to understand food, let consumers participate in the art of cooking. Designers use painting and different foods to create interesting visual language. This kind of original color, which is superimposed in the form of watercolor with great affinity, boldly takes color illustrations as the main visual device, and its unique brand expression is unforgettable.
Mikhailov & Partners public relations strategy consulting firm
Mikhailov &; Partners is one of the earliest Russian public relations consulting companies (http://m-p.ru/eng/). The new logo is superimposed with five colors of yellow, orange, light blue, purple and coral to create six different recognizable images, representing wisdom, strength, success, development and growth, faith and commitment. Bright colors also appear in other video devices and are compared with gray images. ? The project was designed by Russian design company IVR.
cloud storage service provider CX(MovingBrands)
to stand out in the nearly saturated cloud storage market, designing a unique brand image for CX is undoubtedly the primary problem to be solved by MovingBrands. Taking CX as the letter element of logo, the letters "C" and "X" are superimposed with eye-catching colors. In practical application, the derived image is more flexible, not only in color transformation and superposition, but also in graphic elements, which is ever-changing and full of infinite energy. MovingBrands interprets it as "Cloud to the Power of X", which is intended to convey the infinite power from the cloud ("X" stands for infinity).
British Columbia Film and Media Bureau
It is exactly what BCFM should do to find a unique identity, establish a suitable visual image and better embrace change. smashLAB Design Company uses solid words to represent the stability of the organization. Then, the colors superimposed like halo and haze are placed on a light background by using rich color spots and applied to the whole recognition system, which feels like exploring something, exciting but visually consistent. The result is very unique, flexible and visual, and effectively conveys the advanced and forward-looking thinking nature of BCFM. The new identification system combines the energy conveyed by a wide range of colors with the relatively tough logo, expressing their professionalism and robustness.
Through the above examples, we should have some understanding of the application of color superposition in the brand:
In brand design, the use of color superposition should be based on the actual properties of color and the laws of chromatics, to avoid messy situations, and to seek differentiation in form and color, which can make the brand stand out in the highly competitive market and be unique. In the application of color superposition, we hold a rigorous and professional attitude, and each different form of superposition can have completely different visual effects. For example, in the case, the food company used watercolor superposition technique, showing an original ecological brand image, which is different from others and appears ecological and organic.
In the overlapping application of colors, we should master the rhythm according to the composition of each color, and adjust and modify it according to the brightness, tone and area. Different colors give people a great difference in lightness, purity, tone and shape. The cold tone is lighter than the warm tone, and the high brightness is lighter than the low brightness. We should pay attention to these basic color rules in the composition, so as to make it appear harmonious and integrated in the application process.
any color block should not appear in isolation in the composition, it needs the direction of up and down, front and back, left and right of the same or similar color block to echo each other. And in the form of points, lines and surfaces, it makes rich changes in density, reality and size.