1. Functionality: The essence of logo lies in functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to see, but practical. Signs are indispensable intuitive tools for people to carry out production activities and social activities. Signs are used by human beings, such as public places, 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 identification marks is that they have their own unique characteristics, are easy to identify, show their own characteristics, and express different meanings between things. Discrimination and attribution are the main functions of recognition. 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 identification mark must be distinctive, clear and unforgettable.
3. Salience: Salience is another important feature of a sign. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong and eye-catching colors and simple and clear graphics are the characteristics of the logo.
4. Diversity: There are many kinds and uses of identification marks, which are extremely rich in diversity in terms of their application forms, composition 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.
5. Artistic: All unnatural signs of design 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 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: No matter what the identification mark is to explain or express, 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 understand clearly and accurately in a very short time, which is the advantage that logo is better than language and faster than language.
7. Persistence: Unlike advertisements or other promotional materials, identification marks generally have long-term use value and are not easily changed.