MonthMarch 2022

Week 4

  Golden ratio:The golden section refers to dividing the whole into two parts. The ratio of the larger part to the whole part is equal to the ratio of the smaller part to the larger part, and its ratio is about 0.618. This proportion is recognized as the most aesthetic proportion, so it is called the golden section.

  Originate from: In ancient Greece, one day Pythagoras was walking in the street. Before passing the blacksmith’s shop, he heard the blacksmith’s sound of striking iron very good, so he stopped to listen. He found that the blacksmith’s beating rhythm was very regular, and the proportion of this sound was expressed mathematically by Pythagoras.


The rule of thirds: The rule of thirds is a composition method often used in photography, painting, design and other arts. Sometimes it is also called well composition. Trisection composition refers to the horizontal division of the picture into three parts, and the main form can be placed in the center of each sub part. This composition is suitable for subjects with multiple forms and parallel focus.


Principles of Gestalt: Seven basic principles of Gestalt: Proximity principle, Similarity principle, Continuity principle, Closure principle, Subject / background principle, Simple symmetry principle, Principle of common destiny.


Negative Space: The negative space in graphic design is transformed from the original figure ground. As early as 1915, it was named after Rubin, so it is also called Rubin inversion figure.


Grid design: The grid gives shape and hierarchy to the design, guides users to browse the page and find the required content. By using the grid correctly, we can accurately know where all kinds of elements should be placed, rather than randomly placing elements on the page, which also helps to speed up the design process.


Visual hierarchy: Whether it is poster design or page design, there will always be strong and weak, primary and secondary from the overall point of view, because there are visual changes, which makes the whole more hierarchical. Generally speaking: when users browse web pages with a lot of information, as designers, they should have visual elements that can form a memory in the user’s mind even if the user just browses.


Alignment or consistency: I think alignment or consistency is close to grid design and visual hierarchy.



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 Monica Galvan.(2021.4.3).什么是网格设计?网格设计的5个类型. 视觉设计.什么是网格设计?网格设计的5个类型 | 设计达人 (

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 印迹.(2020.9.2).近万字干货!带你全面了解格式塔原则 .优设.近万字干货!带你全面了解格式塔原则 – 优设网 – UISDC.

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Logo Visual Analysis

This analysis is divided into three parts, they are introduction, Unilever`s competitors and my thoughts.

  Introduction of the logo:

The logo I chose is Unilever. Unilever’s logo was designed by Wolff Olins, a brand consulting firm(Is a well-known brand consulting company established in 1965, it`s work Including the London 2012 Olympic Games logo, the New York taxi logo, and the new logo of (red) and wacom…). Its original design was to use more than 100 small patterns from African rock paintings to put together a “U”. This idea was affirmed by Unilever, but it has too many patterns would make it difficult to identify. Therefore, after several months of revision, the new Unilever logo of today’s style was born. The new logo contains 25 small patterns, each with its own unique meaning.

Sun / the symbol of vitality, the natural resources on which human beings depend for survival, and the origin of all life.

DNA / represents the origin of life and biochemical science, and is the key to a healthy life.

Bee / creativity, communication, hard work, and species diversity symbolize the opportunities and challenges brought by the environment.

Hand / symbolizes sensibility, care and demand.

Flower/ fragrance, when combined with the “hand” pattern, represents moisturizing lotion or cream.

Hair / a symbol of beauty, when combined with the “flower” pattern, it is reminiscent of cleanliness and fragrance; When combined with the pattern of “hand”, it represents softness

Palm tree / diverse natural resources, also a symbol of heaven

Sauces or speeches / stands for mixing and stirring to express the meaning of mixing fragrance and adding taste

Spoon / symbolizing nutrition, taste and cooking

Bowl / a bowl full of flavored food, also stands for ready to eat food, hot drinks or soups

Spice and flavors / for chili or fresh ingredients

Fish / symbolizes food, sea water or fresh water

Sparkle / bright and healthy

Bird / symbolizes freedom, free from trifles and enjoy the fun of life

Recycle / realize the commitment of continuously doing a good job in environmental protection

Lips / symbolizes beauty, beauty and taste

Ice cream / leisure, pleasure and enjoyment

Tea is also a symbol of plant growth, such as tea and tea

Particles/ stands for science, bubble and activity.

Frozen / frozen is a symbol of freshness, representing snowflakes

Wave / clean, fresh and energetic, representing personal cleanliness. When used with “clothing” pattern, it represents clothing washing and care

Liquid / stands for clean water and purity

Container/ stands for packaging, a bottle of personal emulsion.

Clothes / stands for beautiful and clean clothes.

Heart / symbolizes love, care and health.

The old logo:

Unilever executives once commented on the old logo that “the old logo conveys a strong and steady meaning, but we think it is not enough to reflect the company’s ambition, and it is not harmonious with our brand”.

  Unilever`s competitor:

Unilever and P & G are the world’s two largest commodity production and sales groups and the world’s top 500 enterprises. Since July 1, 2004, all subsidiaries of Unilever worldwide have used the new logo at the same time, and the last time P & G changed its logo was in 2003. With an interval of more than a year, the change of logo will have an impact on the turnover.

  In my opinion:

  I like this logo very much because it is concise and contains rich content. Although I don’t know the meaning of complex graphics in the logo at first sight, I can feel that its original design intention is beautiful and warm, rather than cold and rational sans serif letters.

The designer harmoniously combines irrelevant small elements (such as DNA, palm trees, sparks…), It gives them new meaning. At the same time, each small element can also be independent of the whole and have its own meaning. This has a great inspiration for me.

Because I chose the logo of tea in my last assignment. The first idea about the logo of tea is to combine horses, camels, boats, tea cups, mountains and water, and add a sense of history at the same time. However, due to limited ability, the sketch drawn is not ideal, and finally can only give up. Unilever’s logo solves this problem well – I can abstract the image, unify the color, shrink it and put it in a suitable shape.

More Logo:

McDonald’s takes “m” as its logo. The color is golden yellow. It looks like two open golden double arches, representing joy and delicious food. It symbolizes that McDonald’s continues to suck customers into this happy door like a magnet. McDonald’s logo is also known as “golden arch”. This golden Jumping Double Parabolic golden arch has long become synonymous with McDonald’s. Its pure, simple and modern design makes this “golden arch” timeless.

 Disney is named after its founder Walt Disney. The imaginative font design implies the classical and interesting of Disney animation.

In 1967, Marcello minale and Brian tattersfield were invited to design a unified logo for the store. They designed the logo according to the signature of shopkeeper Charles Harrod, which perfectly embodies the simple tradition and the brand tenet of friendship and inclusiveness.

Since then, the brand logo has not changed. Now it not only decorates the store, but also decorates many products from shopping bags to clothing. Therefore, the logo itself has high monetary value.

The cartoon handwritten logo was first introduced at the New York Toy show in 1959. Later, it has undergone many revisions, but the current version is almost the same as the original version. This design has a real charm, which can reflect the core of Barbie’s playful childlike innocence.


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Week 2 Restyling Logo

I browsed week3’s homework and hoped that the later homework could give me some inspiration. Unilever’s logo attracted me. It harmoniously combines many completely different elements, and that idea is similar to mine — put tea, tea cup, water, car, boat, history…together.

Using Unilever’s design method for reference, leave space between different elements, and then combine them into a shape, like a jigsaw puzzle.

The base of the tea cup is a hand, symbolizing the hard-working and diligent tea farmers’ planting, picking and making tea, holding a tea trees ; above the tea tree is the mountain, because tea trees grows in the mountain; above the mountain are horse, oceans and ship, symbolizing transporting the tea to the world. These are unified in a teacup shape.

I don`t know how to draw horse before so copy few from Internet

But it now looks more like the logo of a company that specializes in transporting tea than the brand that makes tea. So I removed the horse, the ocean and the boat. Enlarge the part of farmers’ hands and use them to form the shape of a tea cup. Teas are on the hand, mountain are on the teas. At the lip of the cup mouth is converged by water droplets and gradually becomes arm and hand, symbolizing the water injected into the tea cup.

That is all about tea logo design, maybe I`ll change it a little bit when making at software 🙂

Redesign logo craft

The logo I chose to redesign is ZhongCha(中茶) company. It is a Chinese tea company founded in 1949. member enterprise of COFCO, It is one of the important enterprises in China’s tea industry.

This is the original logo of the company. I don’t think the logo is can reflect the characteristics of the company. People can’t connect it with tea when they see this sign.

Tea has a long history in the world, especially in China. Tea, porcelain and silk were once the most popular commodities in China’s foreign trade. China’s ancient tea horse road and silk road are important records of ancient foreign trade. Tea is also necessary for every family,and have important role in social.

I passivate the sharp corners on the edge of tea, because tea doesn’t give people a sharp feeling in terms of taste, color or appearance.

Tea, tea cup and water are inseparable, so I want to add the elements of tea cup and water on the logo. Tea grows mostly in southern China. Tea of northern and Western mostly comes from transportation, which requires horses and camels. I also tried to add horses and camels as elements to the logo, too.

But this idea failed. I can`t integrate these four elements harmoniously and aesthetically.

After scan a series of logos on the Internet, the lip of the tea cup reminds me of the Chinese stamp, it also can express the sense of history very well. The irregular edge of the stamp can be understood as a trace of time.

I also want to make the top of the stamp into the shape of a mountain. But it looks too complex.

The circle outside the seal is Chinese characters 中, which is part of the company name and can be used as decoration.