In today's society, printing, photography, design and image communication are playing an increasingly important role, and the development of this non-verbal communication has the competitiveness to compete with language communication. Signs are a unique way of communication.
When people see smoke rising, they will think that there is a fire below. Smoke is a natural sign of fire. In the era of underdeveloped communication, people use smoke (wolf smoke) as a special means to transmit information related to the meaning of fire (such as emergency, emergency, alarm for help, etc.). This kind of artificial smoke is both a signal and a sign. It rises high, spreads slowly, has vivid images and remarkable characteristics, and people can see it quickly from a distance. The speed and effect of this non-verbal communication were beyond the reach of language and writing communication at that time.
Today, with the development of language and writing means, an intuitive means of communication, such as "logo", can make the public see at a glance and get quick results. It is not bound by nationality, country and language, and can better meet the needs of the accelerating pace of life. Its special role is still irreplaceable by any means of communication.
Logo is a sign that shows the characteristics of things-it uses simple, obvious and easily recognized images, graphics or text symbols as intuitive language, which not only shows what to replace, but also has the functions of expressing meaning, emotion and indicating action. As a special way of human intuitive contact, signs are not only ubiquitous in social activities and production activities, but also play an extremely important and unique role in the fundamental interests of the country, social groups and even individuals.
For example, the national flag and national emblem, as symbols of a country's image, have special functions that are difficult to express accurately in any language or writing. Signs, traffic signs, safety signs, operation signs, etc. It plays an intuitive and quick role in guiding people to carry out orderly and normal activities and ensuring the safety of life and property. Trademark, store logo, factory logo and other special signs have practical value and legal protection for developing economy, creating economic benefits and safeguarding the rights and interests of enterprises and consumers. Almost all major events, conferences, sports meetings at home and abroad, as well as postal transportation, financial trade, institutions, groups and even individuals (stamps, signatures) have their own distinctive signs. These signs play the role of communication, exchange and publicity from all angles, promote the progress of social economy, politics, science and technology and culture, and safeguard their respective rights and interests. Logo is intuitive and vivid, without language barriers, which is very conducive to international exchanges and communication. Therefore, international signs have been rapidly promoted and developed, and become one of the most effective visual communication means and an intuitive contact tool for human communication.
Origin of signs
The origin of signs can be traced back to the ancient "totem". At that time, every clan and tribe had an animal or natural image that had some mysterious relationship with itself as a special symbol (totem) of their clan or tribe. For example, Nuwa people take snakes as their totems, Yu Xia's ancestors take yellow bears as their totems, and others take crows from the sun and the moon as their totems. At first, people carved totems on caves and labor tools where they lived. Later, they were used as symbols of war and sacrifice, and became national flags and national emblems. After the birth of the country, it evolved into a national flag and national emblem.
In production, labor and social life, ancient people constantly created and widely used various signs, such as road signs, village signs, steles and seals. , in order to facilitate contact, mark meaning, distinguish the types, characteristics and ownership of things. Broadly speaking, these are logos. Vessels with logo patterns were found in ancient Egyptian tombs, mostly the manufacturer's logo and name, and later changed to patterns. In ancient Greece, symbols were widely used. In ancient buildings in Rome and Pompeii, as well as in Palestine, special signs of carving, such as crescent-shaped wheels, grape leaves and similar simple patterns, have been found. The armor worn by European soldiers in the Middle Ages had invisible marks on their skulls to identify their ownership, and aristocratic families also had family emblems. In ancient China, owned workshops and shops were equipped with signs and covers. In the Tang Dynasty, there were dark signs in the paper. By the Song Dynasty, the use of trademarks had become quite common. ...
In this century, public signs and international signs have become popular all over the world. With the rapid development of social economy, politics, science and technology, and culture, carefully designed signs with high practicality and artistry have been widely used in all fields of society, which has had a great effect and influence on the development and progress of human society. A new science-"semiology" came into being.
Characteristics of signs
1. Functionality: The essence of logo is functionality. Although the logo of artistic design has ornamental value, the logo is mainly not for people to see, but for practical purposes. 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. , has an irreplaceable unique role. Signs with legal effect have a special mission of safeguarding rights and interests.
2. Identifiability: The most prominent feature of the logo is that it has its own unique function and is easy to identify. It shows the characteristics of things and marks the different meanings between things. The main function of signs is to distinguish and belong. All kinds of signs are directly related to the fundamental interests of the country, groups and even individuals, and must not be identical or confused with each other to avoid creating an illusion. Therefore, the logo must be distinctive, clear at a glance and unforgettable.
3. Salience: Salience is another important feature of a sign. Except for the invisible logo, most logos are set to attract people's attention. Therefore, strong and eye-catching colors and simple and clear graphics are the usual characteristics of signs.
4. Diversity: There are many kinds and uses of signs, which are extremely rich and diverse in terms of their application forms, composition forms and means of expression. Its application forms are not only flat (almost any substance can be used), but also three-dimensional (such as relief, garden carving, any three-dimensional object or the use of special style packaging, containers, etc.). Its forms include direct use of objects, writing symbols, concreteness, images or abstract figures and colors. Most signs 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.
5. Artistic: All unnatural signs designed are artistic to some extent. It conforms to both practical requirements and aesthetic principles. Giving people a sense of beauty 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 symbol of high artistry 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: No matter what the logo explains or represents, 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. It makes people understand it clearly and accurately in a very short time, which is the advantage of logo over language and faster than language.
7. Persistence: Unlike advertisements or other promotional materials, logos generally have long-term use value and are not easy to be changed.
Logo design principle
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. To give full play to its functions, it is necessary to embody the above characteristics. Because of the strict requirements for simplicity, generalization and perfection, that is, perfection is almost impossible to find a better substitute, which is much more difficult than any other graphic art design.
1, the creativity of logo
Expression: Use images with typical characteristics directly related to the logo object to directly state the purpose of the logo. This technique is direct, clear, clear at a glance, easy to understand and remember quickly. For example, the image of the publishing industry as a book, the image of the railway transportation industry as a locomotive, and the image of the banking industry as a symbol graphic.
Symbolism: the abstract connotation of the logo object is symbolized by means of metaphor and description, with the help of graphics, characters, symbols and colors. These are all related to the content of the logo in a sense. For example, the alliance of workers and peasants is symbolized by sickles and axes. Symbolic signs 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.
Implication: By means of innuendo, suggestion and illustration, the content and characteristics of the logo are expressed with images similar to the logo meaning or moral meaning. For example, the image of an umbrella means moistureproof, the image of glass means fragile, and the image of an arrow indicates the direction.
Analog summation method: a method of imitating or comparing the characteristics or meaning of a sign object with images of things with similar characteristics. For example, Japan's All Nippon Airways uses the image of cranes spreading their wings to describe flying and auspiciousness, and Japan's Sagawa Express Bus uses the image of running characters to describe express mail.
Visual sense technique: The use of simple and unique abstract graphics, characters or symbols has no special meaning, giving people a strong sense of modernity, visual impact or comfort, attracting people's attention and making them unforgettable. This technique does not mean the meaning of graphics, but mainly means the "visual" power of graphics, words or symbols to express signs. For example, Japan's Isuzu Company uses two prisms as the logo, while Li Ning brand sportswear exaggerates the pinyin letter L horizontally as the logo. In order to make people recognize the marked things, this sign is often accompanied by a small number of small words. Once people agree with this sign, they can recognize it by removing the small print.
2. Graphical expression of signs
Specific form: the natural form that is basically faithful to the objective image, after refining, summarizing and changing, highlights and exaggerates its essential characteristics as a sign figure. This form is easy to recognize.
Image form: a form based on the form of an object and expressed by decorative and abstract graphics or text symbols. For example, the logo graphics of China Civil Aviation are expressed in the form of phoenix and abstract graphics. This form often has a high artistic style and modernity.
Abstract form: a form represented by completely abstract geometric figures, words or symbols. This kind of graphics often has profound abstract meaning, symbolic meaning or mysterious color. For example, the logo of Lenovo Group uses the geometric figure of the circle in the square to symbolize the vast and far-reaching Lenovo space. It can also be a representation that has no deeper meaning, such as exaggerating the prefix (or phonetic words) of English names. This form is often more modern and symbolic, and easy to remember.
3. Expression of signs
Sorting skills: orderly, regular, rhythmic and rhythmic graphic forms such as balance, uniformity, symmetry, radiation, enlargement or reduction, parallel or up-and-down movement and dislocation give people a sense of regularity.
Contrast technique: color contrast, such as black, white, gray, red, yellow and blue; The contrast between large, medium and small, thick and thin, square and round, curved and straight, horizontal and vertical gives people a distinct feeling.
Point-line-surface method: it can be composed of all large, medium and small points, with yin-yang modulation; It can also be composed of all lines, and the thickness of Fiona Fang is uneven; It can also be a pure block; It can also be composed of points, lines and surfaces, giving people a sexy and rich feeling.
Contradiction space's technique: the graphic position is up and down, left and right, upside down and misplaced to form a special space, giving people a sense of novelty.
* * * Shaping technique: When two figures are fused together, use the mutual edge lines, as if you have me and I have you, thus forming a complete figure, such as the edge lines of Yin and Yang of Tai Chi diagram, which gives people a sense of strangeness.
The front row is just a common technique, and new techniques need to be constantly discovered and created in the design.