It has a certian Value

Value is the play of shadow.

Value is the relative degree of lightness and darkness in a design element. Value is relative to the background color and other items on the page.

The value of colour increase or decreases to give extra dimension to an image, but in this case, value also refers to the creation of shadows.

Value can give an image a shinny veneer or a dark tone. It can create a feel of distance or movement. And is used in the creation of textures

Dark areas tend to denote gloom, mystery, drama or menac. Light areas tend to denote happiness, fun, gaiety, warmth and closeness

The three logos below demonstrate how other people have used value;

The use of Shadow

The illusion of form

Almost seems reflective

Value is little discussed as an element of design, but here are few sites that do just that;

• The Alphabet of Art
• 2D Design Notes
• Sitepoint

Space the final frontier

MC Escher's 'Another World II"

Space is the distance or area between, around, above, below, or within lines, colours and shapes. It can be positive or negative, two dimensional or three dimensional.

Space, often referred to as “white space,” but it doesn’t have to be white. It can be blue, yellow or even pink. White space is really referring to a place for the eyes to rest, for the design to breathe. It relieves tension.

Space is at a premium with business cards because of their size, so how it is used must be carefully considered. Don’t feel the need to fill all the space on a design. Look at the Google web site, it’s practically a blank page. The fact that the search bar appears to be the only thing on the page make you focus on it.

Once again, I have post three logos from other people with a good use of space.

Space makes two

There is no shape

The space is the shape

For more on space and design, try these sites;

• 35 Logos brilliantly using Negative Space
• Art Lessons
• 15 brilliant portfolios

re-Form-ed

Form – three-dimensional geometrical figure as opposed to a shape, which is two-dimensional, or flat. This does not require the production of a 3-dimensional object, the composition need only create the feel of existing in 3-dimensional space.

Forms are also recognisable shapes that provoke significant relationships in the minds of the viewer. It brings to mind something they can relate to, or envision existing in 3-dimensional space.

I’ve uploaded three logo, (none created by me), that I believe show three very different ways of creating with form.

3D Object

3D Space

3D by Tone

Ruskin's 'The Grand Canal

“Sculpture is not the mere cutting of the form of anything in stone; it is the cutting of the effect of it.” – John Ruskin

For more on Form and Design;

• Digital Web Magazine
• FORM Gallery
• Art, Design, and Digital Thinking

The Shape of Things to Come

Shapes are a basic element of design. They are made up of closed contours and three-dimensional objects placed in the design. Shapes are used to convey meaning and organize information. The varied use of shapes can create patterns, space, contrast, emphasis and balance.

There are three types of shapes, geometric, organic, and abstract.

• Geometric shapes are structured, often symmetrical shapes. These include squares, circles, and triangles but also octagons, hexagons, and cones.
• Organic shapes are representation of recognisable shapes found in nature including, but not limited to flora and fauna.
• Abstract shapes are stylized or simplified versions of natural shapes. Symbols found on signs, such as the stylized wheelchair shape for handicapped access, is one example.

The logos below show shape used in three different ways.

A geometric Shape

An organic shape

Repeated shape creates a pattern

Here are a few links for further discussion on shape.

• Sitepoint
• Symynet
• Visual Literacy