Study on Logotype Design Based on Target Impression

Abstract

This paper proposes a support system for logotype design based on impression of a target logotype. The presented system has the impression estimate part, the logotype generation part and the logotype modification part. Especially, this paper describes the roles of the impression estimate part and the logotype generation part, and the procedure of generating an initial logotype design. Impression of a target logotype, which is expressed using an adjective, and a character string are inputted to the system. In the impression estimate part, the inputted adjective is analyzed by the concept of co-occurrence of adjectives and its impression value is obtained. The logotype generation part has an impression space that expresses a factor structure of the impression of a logotype, which is obtained by Factor Analysis of data in the pre-experiment. This part generates logotype candidate that has the lowest non- similarity measure of the impression value among the impression values of logotype samples in the impression space comparing with the impression value of the inputted adjective. The results of the subject experiment show that the initial logotype design generated by the presented method reflects impression expressed by an adjective well.