Logo fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, which makes people naturally associate with logo when they see it, thus generating a sense of identity with the enterprise. Signs are closely related to the operation of enterprises. Logo is an essential element in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark". Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of the enterprise, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. After the Bank of China changed its logo, the replaced outdoor media was taken off the shelves nationwide, with a loss of 20 million.
Function of symbol
1. Identification
Recognition is one of the important functions of corporate logo. Under the market economy system, the competition is intensified, and the information faced by the public is complicated, and there are countless logo trademark symbols. Only symbols with distinctive features, easy recognition and memory, profound meanings and beautiful shapes can stand out among peers. It can be different from other enterprises, products or services, so that the audience can leave a deep impression on the enterprise, thus enhancing the importance of logo design.
2. Leadership
Logo is the core of enterprise visual communication elements, and it is also the leading force for enterprises to spread information. In the visual recognition system, the shape, color and application of the logo directly determine the form of other recognition elements, and the establishment of other elements is all around the logo. The dominant position of the logo is the concentrated expression of the business philosophy and activities of the enterprise, which runs through all business activities of the enterprise and has an authoritative leading role.
3. Identity
The logo represents the business philosophy, cultural characteristics and value orientation of the enterprise, reflects the industry characteristics and business philosophy of the enterprise, and is a concrete symbol of the enterprise spirit. Public recognition of the corporate logo is equivalent to recognition of the enterprise. Logo can not be divorced from the reality of the enterprise, contrary to the purpose of the enterprise, only a superficial form, lose the meaning of the logo itself, and even have a negative impact on the corporate image.
4. Most of them
With the operation of enterprises and the continuous dissemination of enterprise information, the connotation represented by signs is becoming more and more abundant. Business activities, advertising, cultural construction and public welfare activities of enterprises will be accepted by the public and portrayed in their minds through the memory of signs. After a long time, when the public sees the logo again, they will think of the products they have bought and the services they have received, thus connecting the enterprise with the public and becoming a bridge connecting the enterprise with the audience.
5。 After the innovative logo is determined, it is not static. With the changes of the times, historical trends and social background, the original logo may not be suitable for the present environment. Such as "Shell Oil" and "Pepsi Cola" are vivid examples. Changes in business direction and acceptance groups will also make it necessary to innovate logo. In short, signs are always suitable for enterprises and closely combined with important elements of business activities.
Logo design process
1. Investigation and analysis
Logo Logo is not only a combination of graphics or words, but also a standard visual symbol formulated by enterprises according to their structure, industry category and business philosophy, and taking full account of the objects and application environment contacted by logo. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of the logo. Knowing your competitors is also an important step. The important role of the logo, that is, identification, is based on a full grasp of the competitive environment.
2. Factor mining
Factor mining is the further preparation for design and development. Through the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics of the logo are listed, the relevant graphic elements are excavated, and the direction of logo design is found, so that the design work is targeted, rather than the combination of aimless words and graphics.
3. Design and development
With a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or features. After discussion, analysis or modification, find out the logo suitable for the enterprise.
4. Mark correction
The logo determined in the proposal stage may not be perfect in detail. After revising the standard drawing, size correction, black and white application and line application of the logo, the use of the logo will be more standardized, and the characteristics and structure of the logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication.
Characteristics of signs
1.
The essence of logo lies in its functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to see, but for practicality. Signs are indispensable intuitive tools for people to carry out production activities and social activities. Signs are used by human beings, such as public place signs, traffic signs, safety signs and operation signs. Having flags and badges unique to countries, regions, cities, races and families; Used in social organizations, enterprises, charities and activities, such as emblem, logo, factory logo, social logo, etc. ; There are special trademarks for commodities; There are also articles dedicated to collectives or individuals, such as seals, signatures, flower pledges, signatures, branding, etc. , all have irreplaceable unique functions. Signs with legal effect have a special mission of safeguarding rights and interests.
2. Recognition
The most prominent feature of the logo is that it has its own unique function and is easy to identify. The main function of signs is to show the characteristics of things themselves and mark the different meanings, differences and ownership between things. All kinds of signs are directly related to the fundamental interests of the country, the group and even the individual, and must not be identical or confused with each other, so as not to create an illusion. Therefore, the logo must be distinctive, clear at a glance and unforgettable.
3. Significance
Significantness is another important feature of the constellation. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong eye-catching colors and concise and clear graphics are the characteristics of the logo.
4. Diversity
There are many kinds of signs with a wide range of uses, which are extremely rich and diverse in terms of their application types, forms and means of expression. Its application forms are not only plane (almost any substance can be used), but also three-dimensional (such as relief, garden carving, packaging and containers with any three-dimensional objects or special patterns, etc.). Its forms include direct use of objects, writing symbols, figuration, imagery or abstract graphics and colors. Most symbols consist of several basic forms. As far as the means of expression are concerned, its richness and diversity are almost hard to describe, and it is always innovating with the development of science, technology, culture and art.
Have an artistic sense
All the unnatural signs designed have a certain degree of artistry. It conforms to both practical requirements and aesthetic principles, giving people a sense of beauty, which is the basic requirement for its artistry. Generally speaking, art signs can attract and infect people more, giving people a strong and deep impression. The high artistry of signs is the need of the times and the progress of civilization, the embodiment of people's higher and higher cultural literacy and the need of aesthetic psychology.
6. Accuracy (sex)
No matter what a symbol says or represents, no matter whether it is a meaning or a symbol, its meaning must be accurate. First of all, it should be easy to understand and conform to people's cognitive psychology and cognitive ability. Secondly, we should be accurate, avoid unexpected explanations or misunderstandings, and pay special attention to taboos. People can see clearly and accurately in a very short time, which is the advantage that sign language is better than language and faster than language.
Step 7 stick to it
Signboards are different from advertisements or other promotional materials, and generally have long-term use value and are not easy to be changed.
Design principles of signs
Logo design is not only a practical design, but also a graphic art design. It not only has similarities with other graphic arts, but also has its own artistic laws. It must embody the above characteristics in order to better play its functions.
Because of the strict requirements for its simplicity, generality and perfection, it is difficult to find a better substitute than success.
Any other graphic art design is much bigger.
1. The design shall be carried out on the premise of clearly understanding the purpose of use, scope of application and relevant laws and regulations of the design object and deeply understanding its functional requirements.
2. The design must fully consider the feasibility of its realization and adopt corresponding design means according to its application type, material and production conditions. At the same time, we should also consider the visual effect when it is applied to other visual communication modes (such as printing, advertising, imaging, etc.). ) or zoom in and out.
3. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target object.
4. The idea must be carefully pushed naughty, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning and stand the test of time.
5. The composition should be concise, beautiful and conformable (suitable for its application form).
6. Graphics and symbols should be concise, general and artistic.
7. Colors should be simple, strong and eye-catching.
8. Following the law of logo art, creatively exploring appropriate artistic expression forms and techniques, tempering precise artistic language, and making the designed logo have a high overall aesthetic feeling and obtain the best visual effect are the criteria pursued by logo design art..
Expression of symbols
1. Expression: Use typical images directly related to the logo object to tell the logo that you are dumbfounded. This technique is direct, clear, clear at a glance, easy to understand and remember quickly. For example, books in publishing industry, locomotives in railway transportation industry and coins in banking industry are displayed.
2. Symbolism: The abstract connotation of the logo object is symbolized by means of metaphor and description, using things related to the logo content in a certain sense, such as graphics, characters, symbols, colors, etc. For example, the cross sickle axe symbolizes the alliance of workers and peasants, and the tall and straight seedlings symbolize the healthy growth of children. Symbolic symbols often use related images that have been recognized as effective representatives by social customs. For example, pigeons symbolize peace, lions and eagles symbolize heroism, the sun and the moon symbolize eternity, cranes symbolize longevity, white symbolizes purity, and green symbolizes life. This method has profound implications, adapts to social psychology and is deeply loved by people.
3. Implication refers to expressing the content and characteristics of the logo with images similar to or similar to the logo through innuendo, suggestion and instruction. For example, the image of an umbrella means moistureproof, the image of glass means fragile, and the image of an arrow indicates the direction.
4. Simulation method: Imitate or compare signs with images of things with similar characteristics.