According to the principle of statistics, symbols are the names used to describe the characteristics of the whole unit.

1, quality mark

2. Quantity marking.

3. Signs of attributes and characteristics. For example, Deng's new definition of information: information is a collection of attribute signs (symbols) of things; Inverse Wiener information definition, information is information, and information is the symbol of matter, energy, information and its attributes.

Symbolic variation

1, invariant symbol

2. Variable symbols

According to the basic components

1. Character symbol: The character symbol is directly composed of characters in Chinese, foreign languages or hanyu pinyin, combined with the prefix of hanyu pinyin or foreign languages.

2. Graphical symbols: symbols represented by geometric or pictographic patterns. Graphical symbols can be divided into three types, namely concrete graphical symbols, abstract graphical symbols and concrete abstract symbols.

3. Graphic logo: Graphic logo combines the advantages of text logo and graphic logo, and overcomes their shortcomings.

Marks and trademarks

1, the logo is both two-dimensional (plane) and three-dimensional (three-dimensional).

2. About the relationship between marks and trademarks: According to the Trademark Law.

2. 1. Visible signs (including words, graphics, letters, numbers, three-dimensional signs and color combinations, and combinations of these elements) that can distinguish their own goods (including services) from others' goods can apply for registration as trademarks. The logo of the trademark applied for registration shall have distinctive features and be easy to identify, and shall not conflict with the legal rights previously obtained by others.

2.2 However, the following marks shall not be used as trademarks:

(1) identical with or similar to the national name, national flag, national emblem, military flag and medal of People's Republic of China (PRC), and identical with the names and graphics of specific place names or landmark buildings where the central state organs are located;

(2) identical with or similar to the name, national flag, national emblem or military flag of a foreign country, except as agreed by the government of that country;

(3) identical with or similar to the name, flag and emblem of an intergovernmental international organization, except with the consent of the organization or not easily misleading the public;

(4) identical with or similar to the official marks and inspection marks indicating the implementation of control and guarantee, unless authorized;

(5) identical with or similar to the names and symbols of the Red Cross and Red Crescent;

(six) with ethnic discrimination;

(seven) exaggerated propaganda and deception;

(eight) harmful to socialist morality or other adverse effects.

Geographical names of administrative divisions at or above the county level or foreign geographical names well known to the public shall not be used as trademarks. However, unless the place name has other meaning or is part of a collective trademark or certification trademark; Registered trademarks using geographical names shall remain valid.

2.3. The following marks shall not be registered as trademarks unless they have been marked and can be easily identified after use:

(a) only refers to the common name, figure and model of the commodity;

(two) directly indicating the quality, main raw materials, functions, uses, weight, quantity and other characteristics of the goods;

(3) Lack of distinctive features;

(4) Where an application for trademark registration is made with a three-dimensional mark, the shape produced only by the nature of the commodity itself, the shape of the commodity necessary for obtaining a technical effect or the shape that makes the commodity have substantial value shall not be registered.

The color information of the first patent trademark in China spreads faster than the visual impact of points, lines and people. It is introduced into people's eyes at the speed of 300 thousand kilometers per second, and it is a voice advertising language. Its "fast" function is used in some cars that indicate "emergency" and "danger", such as red fire engines and white ambulances, and it has the function of highly reminding people to be vigilant and pay attention.

In the process of name design, it is particularly important to stimulate consumers' psychological association and desire and create their own brand personality by using color feeling and association information. For this reason, brand designers must seriously study and study the feeling of color, the warmth and coldness of color, and the lightness, softness, area, space and taste of color.

The feeling of color refers to the different psychological hints brought by the hue, chroma and lightness of different colors. Brand designers need to master colors, feelings and feelings of colors.

Red-warm, exciting and warm.

Yellow-neutral, noble and quiet.

Green-neutral, energetic, young, peaceful and quiet.

Blue-gives people a cold, quiet and far-reaching feeling.

White-gives people a sense of purity, cleanliness and desolation.

Black-gives people a sense of solemnity, simplicity and sadness.

Cold and warm feeling of color

Red, orange and yellow are warm colors; The middle color between purple, blue and warm colors gives people a cold feeling. Cyan is cool; Green is a cool color.

Brightness and lightness of color

The color with strong lightness feels light, and the color with weak lightness feels heavy, that is to say, it feels light and dark feels heavy.

Soft and hard feeling of color

Warm and bright colors feel soft, while cool and dark colors feel hard and firm.

Regional sense of color

Dark color gives people a feeling of small area.

Spatial sense of color

The color with stronger lightness feels far away, and the color with weaker lightness feels close.

Taste and color sense

Yellow, blue and green give people a sour feeling, white, milky yellow and pink give people a sweet feeling, brown, dark green and black give people a bitter feeling, and red gives people a spicy feeling. Warm color series gives people a warm and happy feeling; The cool color series gives people a cold and quiet feeling. If cool colors and warm colors are used together, it gives people the impression that warm colors expand outward and move forward, while cool colors contract inward and backward. Understanding the color law is of great practical value for choosing brand names with outstanding colors.

Color association refers to what consumers think when they come into contact with a certain color, including thoughts, feelings and forms of things. 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.

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.

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.

Mark correction

The logo determined in the proposal stage may not be perfect in detail. After the standard drawing, size correction, black and white application and line application of the logo are modified, the logo will be used 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. identifiability

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.

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.

identify

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.

contain

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. function

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.

identifiability

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.

meaning

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.

diversification

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.

artistry

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.

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.

insist on

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 simplicity, generalization and perfection, it is much more difficult to succeed than any other graphic art design to the point where there is almost no better substitute.

1. The design shall be carried out on the premise of clearly understanding the purpose, scope of application and relevant laws and regulations of the design object and deeply understanding the 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, creativity must be carefully pushed naughty, and strive to be profound, ingenious, novel, unique and accurate, and stand the test of time.

5. The composition should be concise, beautiful and conformable (suitable for its application form).

6, graphics, symbols should be concise, but also pay attention to artistry.

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..

Sensory quality

Logo design is not just a symbol, the real meaning of logo is to express a complicated little thing in a corresponding way and in a concise form. Logo is a "sketch" in design, but it is also the most difficult in design. It has the selective characteristics of seeing the big from the small, winning more with less, and taking one as ten. Logo design creates a polysemous form through the clever combination of words and graphics, which is more concentrated, stronger and more representative than other design requirements. The outstanding performance is the visualization of design generalization, which is characterized by simplicity, conciseness and distinctiveness, making people clear at a glance; Concise, accurate, vivid and interesting, with the effect of conveying ideas immediately.

1, beautiful graphic shape

Logo design must have a harmonious and pleasing image in order to embody artistic characteristics in a small scope and give people a beautiful and moving image. Graphics is an important part of the logo, but also a part that can not be ignored in the design, which is the key to the ultimate success of the logo. Just like music pays attention to rhythm, melody and sound before it has sound quality. Poetry is poetic only when it pays attention to rhythm, rhyme and poetry. The same is true of signs, which must pay attention to organizational forms and movement changes to have graphic beauty. The so-called graphic beauty is not only the external beauty, but also the internal beauty of the image. From design conception to organizational form, he is good at using the movement changes that constitute the law and exerting the pure beauty of harmony. The beauty of graphics is not like the filling technique of adding branches and leaves in general patterns, but skillfully uses the simplification of structure and the purification of images, emphasizing the artistic treatment of strengthening and streamlining. Produce unique beauty of logo modeling.

2. Comprehensive beauty of meaning and form

Logo is expressed through a complete image, and image is an important condition for graphic beauty. The artistic image of logo can be summarized into two parts.

(1) Beautiful image. From imagination, artistic conception, metaphor, color and other aspects, it is combined into meaningful image beauty.

(2) formal beauty. The formal beauty of organizational structure consists of change, movement, contrast and balance.

The former is based on the core of image, and the latter is based on the composition of image, both of which are indispensable, otherwise it is not a good symbol. On the beauty of non-graphics. Without the former, there is no poetic realm. Can't make people feel carefree. Without the latter, there is no organized order, which is not pleasing to the eye. There is no doubt that the beauty of boredom is internal and provides universal practical significance, while the beauty of form is external and provides specific features of the sense of form. Both of them are expressions that combine emotion with scenery and organizational forms.

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.

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 and so on. For example, the crossed sickle and axe symbolize the alliance of workers and peasants, and the tall and straight seedlings symbolize the vigorous 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.

Implication technology

Use images with similar or implied meanings to express the content and characteristics of the logo through innuendo, suggestion and indication. 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 technique to imitate or compare the features or meanings of marked objects with images of similar features. 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 operation

The use of concise and unique abstract graphics, characters or symbols has no special meaning, giving people a strong sense of modernity, visual impact or comfort, which is eye-catching and unforgettable. This technique does not rely on graphic meaning, but mainly relies on the visual power of graphics, words or symbols to express symbols. For example, Isuzu Company in Japan takes two prisms as the symbol, and Li Ning brand sportswear exaggerates the phonetic letter L horizontally as the symbol. In order to make people recognize the marked things, this sign is often accompanied by a small amount of fine print. Once people agree with this sign, they can recognize it by removing the small print. With the rapid development of science and technology, printing, photography, design and image transmission are playing an increasingly important role. The development of nonverbal communication has the ability to compete with verbal 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 communication means, visual communication methods, such as signs, which make the public clear at a glance, get quick results and are not bound by different nationalities and countries' languages and writing, are more suitable for the needs of the accelerating pace of life, and their special functions are still irreplaceable by any communication methods. Signs are symbols that show the characteristics of things. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language, which not only indicates what to replace, but also has the functions of expressing meaning, emotion and indicating action.

As a special way of human intuitive contact, symbols are not only ubiquitous in social activities and production activities, but also for the fundamental interests of the country, social groups and even individuals. It is increasingly showing its extremely important and unique role. For example, the national flag and national emblem, as symbols of a country's image, have special meanings that are difficult to express accurately in any language or writing. Public place 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. Trademarks, store logos, factory logos, etc.

Signs have important 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, postal services, finance and trade, institutions, organizations and even individuals (seals and signatures) at home and abroad have signs showing their own characteristics. These signs play the role of communication, exchange and publicity from all angles, promoting social, economic, political, scientific and cultural progress and protecting their respective rights and interests. With the increasing frequency of international communication, the characteristics of intuitive, no image and no language are extremely beneficial to international communication and application. Therefore, the international logo has been rapidly promoted and developed, becoming one of the most effective means of visual communication and an intuitive communication tool for human beings. The method of logo design and planning

Logo design import plan is a program, which works according to the theory and predetermined time sequence to achieve the expected results. Therefore, if you want to get a good logo design effect, you must make an ideal plan. So, how to make an import scheme suitable for company logo design? On this issue, the logo design committee must fully review and formulate procedures that are in line with enterprise goals and policies. Generally speaking, the logo design program is usually expressed in the form of logo design import plan.

Each company's logo design import scheme will be different according to the characteristics and problems of the enterprise, but its principle flow is basically the same, which can be divided into three steps: research, planning and implementation. The investigation must grasp the present situation, observe the facts and analyze the facts. Many companies have not done enough investigation in advance when importing logo design, so they can't grasp the current situation and often make unfounded plans. This kind of planning content is unreasonable and can't achieve good results at all.

Planning must be based on the survey results, with basic ideas, and put forward ideas according to the policy direction and performance priorities. At the same time, in order to facilitate the implementation of the operation, the most ideal planning is to clearly point out the specific and feasible ways. The implementation stage of logo design is to develop a new identification system according to the planned content and new ideas, and release this new system to the company and the outside.

Logo design process

Logo design import plan has its scheduled implementation cycle, and includes many complex projects, which must be step by step in order to get reasonable conclusions and excellent visual system. In addition, in order to meet the purpose of the enterprise, the following matters should be paid attention to in the planning stage:

1, the period before entering the implementation result stage should not be rushed.

As the saying goes, the first move is the best, so is the enterprise activity. However, after the company determines the introduction policy of logo design, it will have negative effects if it is forced to schedule the time hastily and mechanically. The general managers or senior executives of some companies don't understand this. In order to cooperate with the celebration of the company's anniversary, it is necessary to make a reluctant process plan according to the predetermined time limit. In fact, there are many things that must be dealt with within the time limit to match the design of the logo for the anniversary celebration. Including "determination of policy", "determination of company name", "determination of enterprise logo", "determination of basic design system", "release to the outside world" and "related matters of applicable design come to an end". In order to save time, it is easy to turn so much work into an unrealistic logo design schedule.

2, the design and development work time should not be too urgent.

In the design and development of logo design, the most important thing is to be fully tested by the participating designers in the process of basic design and development. In the early stage of design and development, in order to let everyone put forward excellent ideas and explore design modeling, it is necessary to arrange sufficient inspection time; After that, when entering the actual operation, we should also have enough time, and we should not make unreasonable mechanical plans, forcing the staff to rush to work, which makes the operation difficult to implement.

3. Pay attention to logic and promote logo design in an orderly manner.

The planning process, background, inevitability and result of the launch of logo design, as well as the process of logo design and development, must be repeatedly explained through the opportunities of domestic and international release. It is absolutely forbidden to promote logo design hastily, which will lose the company's own persuasiveness to employees and outsiders. Especially in the promotion of logo design, if the exploration and investigation of enterprise problems and the process of making judgments based on the investigation results are not satisfactory, it will be difficult to explain clearly to internal employees or outsiders in the future, and the effectiveness of logo design will be ineffective. Therefore, no matter how executives demand to catch up with work and time, logo design and operation must be carried out in a down-to-earth manner, paying attention to logical integration and step by step.

4. When changing the company name and brand, you must go through legal procedures.

Set aside enough working hours. The change of company name must be passed by the resolution of the shareholders' meeting, and the brand renewal must also go through legal procedures related to trademark rights. In particular, trademark rights are not handled smoothly, and it often takes two or three years. This time-consuming work must be carefully considered in advance to make a feasible logo design scheme.

5, found that the logo design scheme is unreasonable, should be re-established as soon as possible.

In the process arrangement of logo design scheme, the correlation between the previous operation and the next operation must be considered, because the result of the previous operation will inevitably affect the next operation. According to the survey results, it is sometimes necessary to arrange additional surveys. The comprehensive inspection results sometimes lead to the need to change the company name; The planning of identification system will also affect the conditions of design and development; Some designs need to be tested or redeveloped. Therefore, if necessary, the flow chart should be re-compiled. If you want to make a perfect flowchart from the beginning, it can be said that it is impossible. Therefore, the relevant responsible personnel should always consider the actual situation, and when there are important operations that must be added or deleted, they should not hesitate to re-plan and make the most suitable plan. This is the correct management concept.