(1) Simplex. As shown in Figure 9, 10, a single geometric figure is used as the whole trademark. This kind of example is rare, mostly the deformation of the basic figure.
(2) Fractal. Divide a basic geometric figure into several parts as shown in Figure 3 (equilateral triangle is divided into three parts), Figure 5 (pentagon is divided into triangles) and Figure 12 (circle is divided into upper and lower parts).
(3) Similar (identical) combinations. It consists of several similar or identical basic geometric figures, such as 1 (composed of three isosceles trapeziums), Figure 2 (composed of three equilateral diamonds) and Figure 1 1 (composed of five perforated circles).
(4) Deformation is derived from a basic geometric figure, as shown in Figure 8 (derived from rhombic variation), Figure 9 (derived from parallelogram variation) and Figure 10 (derived from rectangular variation).
(5) group morphology. It consists of two or more different basic geometric figures. This situation is more common, as shown in Figure 4 (consisting of a circle and a square) and Figure 7 (consisting of an isosceles right triangle and a rectangle).
(6) Modeling imitation. Use geometric figures or their combinations to simulate objects and characters in order to achieve vivid and vivid effects. There are many such examples, as shown in Figure 5 (superposition of two V's), Figure 13 (imitation of a "person" and a little red circle), Figure 14 (appearance of the sun) and Figure 664.
(7) mixed type. A variety of technologies are mixed. As shown in figure 6, it can be regarded as a cube and its shadow, and the effect is the same from four directions. The author has done an experiment: among students of different ages (from junior high school students to college students), let them name a few trademarks they saw on the street or on TV, and draw one or two. The results are almost all said.
This gives us an inspiration: among many types of trademarks, geometric graphics trademarks have obvious advertising advantages and deserve the attention of mathematics workers, especially middle school mathematics teachers. The basic geometric figures in middle school mathematics-triangle, rectangle, square, trapezoid, diamond, circle and ellipse-have entered the trademark design and played an increasingly important role, opening up an effective way to combine geometry knowledge with practice in middle school and serve the market economy.
Characteristics and advantages of 1 geometric graphics trademark
1 Thus, the geometric figure trademark has the following obvious characteristics:
The composition of (1) is concise and vivid, with strong three-dimensional sense, which is determined by the laws of basic geometric figures, so it gives people a clear and outstanding overall impression.
(2) They are significantly different from each other, which is convenient for people to identify and identify. Because different kinds of geometric figures have different essential attributes, the visual effects of people are very different. Even if they are all linear figures, they will show great differences because of the different combinations and colors of basic geometric figures, so they are not easy to be confused.
(3) standardized and easy to manufacture. The drawing of geometric figures, especially the drawing of basic geometric figures, has established standards and practices, and can be completed only with compasses and rulers. This brings great convenience to the manufacture of geometric figure trademarks. Once the drawing specifications are determined, geometric graphic trademarks of various sizes can be made uniformly.
1.2 thus bringing a good advertising effect to the geometric trademark (this is the main value of the trademark);
(1) strength and beauty. Linear, thick and strong; Arc shape, beautiful and full of aesthetic feeling. Symmetrical modeling, showing the beauty of symmetry; Asymmetric modeling shows the beauty of harmony. Black and white graphics, solemn and powerful; Color graphics are bright and pleasing to the eye.
(2) It is easy to cause association and imagination. Rough geometric trademarks (as shown in figure 1, 2, 3) remind people that the product quality is solid and reliable; Elegance reminds people of the beauty and dexterity of products. Some products are so closely combined with the names of commodities or manufacturers that their names can be known at a glance (as shown in Figure 4-"Red Square"). Some products are thought-provoking, while others are ingenious and intriguing.
1.3 Because of this, many famous trademarks at home and abroad use geometric figures. Sino-American "SmithKline", Meiling Electric, Founder Computer of Peking University, Lenovo Group and so on.
2 Types of geometric figure trademarks
3 geometric graphic trademark design
3. The creativity of1geometric trademarks can usually be in the following ways:
(1) Select or construct appropriate geometric figures to symbolize the product name, shape and attributes, or the name of the manufacturer and the scenery where the factory is located, so as to achieve the effect of integrating shape with things. As shown in Figure 2, Figure 4 and Figure 6, the factory (group) name is symbolized.
(2) Construct geometric figures to express the performance and quality of products or the ambitions and desires of manufacturers, so as to achieve the advertising effect. As shown in figure 1, the solid line indicates that the quality of construction machinery is reliable; Figure 4 is a metaphor of the connection between brain thinking and the outside world, thus achieving the meaning of "association"; Figure 10 shows that all directions are eating the medicine of this factory, and the manufacturer has the ambition to develop in all directions. Figure 13 means "people take medicine".
(3) Body now formally embeds beauty into geometric graphic trademarks with clever ideas and beautiful coloring, which makes people feel beauty and thus attracts customers. Clever combination and bright colors make consumers feel pleasing to the eye and have a sense of identity with their products.
3.2 Problems that should be paid attention to in design
(1) Handle the dialectical relationship between circle and square, curve and straight line, cleverness and clumsiness, symmetry and asymmetry, and motion and stillness.
Because geometric figures are always associated with concrete things in real life, they are also emotional. For example, circular and curved graphics are beautiful and flexible; Square figure, solid and steady. Symmetric figures have symmetrical beauty, while asymmetrical figures have singular beauty. We should make full use of this point in trademark design and handle these dialectical relations well.
(2) Give clear drawing specifications, especially non-basic geometric figures or combined geometric figures.
It is best to give this drawing specification in mathematical language, or give analytical expressions (such as line segment ratio, joint point coordinates, curve function relationship, etc.). ).
(3) Geometric trademark graphics, using as little or no characters as possible (Chinese, English or pinyin abbreviations); Even if it is used, it should be visualized and modeled.
In short, the use of geometric figures in trademark design can add vivid content to middle school mathematics teaching, improve students' interest in learning geometry (one of the difficulties in junior high school mathematics) and cultivate students' creative ability.
refer to
Leaves, 1. Collection and creation of geometric figure trademarks. Mathematics teaching, 1994, (4).
2 strict. China's mathematics education reform facing 2 1 century. Journal of Mathematics Education, 1996 (1).