Now that we've identified the effects of
dimension and transparency, I'd like to look
at some examples of how these techniques
have been used by some truly amazing designers.
And more importantly I'll show you how to
incorporate these same techniques into your own design arsenal.
Imagine picking up a clear flat piece of colored plastic and
starting to twist it to see just how light travels through it.
Or better yet, you could actually do just that and see what really occurs.
By twisting, it's no longer flat it starts to take on dimension.
And because light travels through it, color
intensifies when it passes through multiple layers.
All of these marks demonstrate that the client is flexible in their process.
Because the company's logos are twisting.
You can tell that they're holding tension and that
they're prepared to spring forward into action at any moment.
Both the intense chroma and the flexing, suggest these are high energy companies.
And most important, they have nothing to hide and are open to complete scrutiny.
With these festoons, that flow with ease,
we once again see colorful light and clarity.
What makes these marks unique is the
demonstrate how companies respond to their environment.
So these transparent elements are surviving two primary purposes.
First, they are defining a surface area like this
one that shows a head or this a bird.
But secondly, they are defining your conditions of the environment.
It helps to define action for your logo.
How you design these mark will also
tell the consumer something special about your product.
This wind generator is obviously static, so the colorful
transparencies indicate the wind passing through to make energy.
But what about the head?
Are the streamers flowing because the wind is blowing steady, or because the
hair belongs to a driver an open top coup head down the outer bond.
Either way, there's plenty of speed to be had.
Some of the most beautiful uses of
transparency, have been to help define space.
And maybe the word define should actually be confine space.
Consider this.
Space is all around you.
When you're outdoors, it may be infinite.
Or when you're in a small room, it may seem claustrophobic.
Leave it to designers to place walls and
boundaries around it to demonstrate what lies inside.
To keep from being too confined we build our walls
with glass so what lies within can be admired by all.
You'll see that art techs love to utilize transparencies when defening themselves.
Sometimes, there are just enough walls to find a queue and no more.
Or maybe we should think of this as windows.
Either way, this technique allows a company to show with
tremendous clarity the power of their most valuable commodity, space.
One of the greatest advantages of designing with
transparency, is it allows us to describe complex dimensionality.
If we can see through it, we no longer need
to actually hold an object or view it from diverse angles.
This allows you as a designer to explain unique special
concepts or materials that may be central to your client's business.
Because we are using X-ray vision to achieve
this, it also helps to define your client
as having extraordinary capabilities or a pinging for
tackling and rising victorious after attempting the impossible.
There's a magical engaging quality to
identities that are assembled from geometric
glass tiles that make consumers want to take a stab at it themselves.
It could be a cross between the desire to solve a puzzle or the
sense that if they could just reach in and play with the same pieces.
They too could create an identity as stunning as yours.
The term for a repetitive pattern created by a
series of shapes pressed edge to edge is tessellation.
And that's exactly what these remind me of.
There's value to building in repetition because pattern is one of
the first things we see in an identity from a distance.
The trick here is to make sure the detail is used sparingly.
To much and you are just creating a pattern not a logo.
What better way to demonstrate your clients
ability to craft intricate solutions from basic components.
It shows the value of many working together to create a greater whole.
And finally, this reminds the consumer that there is
beauty and transparency in even the most complex process