Towards a framework for synthesis of visual language for computational brand mark design

Abstract

This thesis proposes a visual language model and a computational method for generating designs to signify information and expression. As the scope of a universal visual language is rather broad, this study is confined to brand mark design which is deemed to be "one of the most difficult to perfect" (Zhang, Yu, Zhang, Zheng, & Zhang, 2017) in graphic design. According to Saussure (1916 /1959), language is only a part of the semiotic system. Nevertheless, Lakoff and Johnson (1980) address that our thoughts are based on conceptual metaphor rather than language. Under these principles, the study of visual language should not be bounded by linguistic theory but probe into the very nature of the visual representations and their interaction with our cognitive system. Based on the findings of the corpus analysis of around 8000 brand marks and the integration of the theories from different domains, this study proposed the Generative Gestalt Theory (GGT), Generative Gestalt Factor (GGF), and Graphic Element Schema (GES). These theories explain how visual stimuli are perceived as Gestalten and image schemas, which affect the basic structure of our visual perception. Besides, they explain how the point, line, and plane are fundamental and how a complete visual language model can be built on them. Such a model consists of two parts: 1. The semantic model deals with cognitive structures. The Cognitive Object (CO) is the primary object for representing our cognition. The CO is a label only; it refers to a series of Cognitive Types (CT) and Metaphorical Properties (MP), which record the concepts and precepts associated with a particular CO. An MP appears as a conceptual metaphor and suggests various Metaphorical Expressions (ME), thus, facilitating all sorts of visual communication. 2. The synthetic model concerns the synthesis of visual form for representing information and expression. The Metaphorical Parametric Model (MPM) is a computational model composed of objects and relations based on conceptual metaphor and sign theory. It signifies the concept of CO but not the appearance of such an object. There is no definite form or distinctive part, but the placeholders are connected by Metaphorical Relation (MR) for generating visual configuration for signifying meanings. Design Schema (DS) is for the synthesis of design based on a schematic design concept and synthetic visual structure to represent a typical design pattern. For making elaborate visual expressions, the Visual Rhetorical Operation (VRO) is defined for generating design by managing the interaction between the synthetic operation and semantic relation among visual objects. This study also suggests the methods to develop the Cognitive Object Library (COL) and Visual Vocabulary Dictionary (VVD) for enriching the linguistic resources. By proposing new theories to explain the fundamentals of visual language and defining a conceptual framework for visual representation and communication, this study hopes to improve the understanding and communication among people and things.