Logos, logos, and trademarks are products of the modern economy. They are different from ancient imprints. Modern logos carry the intangible assets of the enterprise and are the media for the company's comprehensive information transmission. As the most important part of a company's CIS strategy, the logo is the most widely used, the most frequent, and the most critical element in the process of corporate image transmission. The company's strong overall strength, perfect management mechanism, high-quality products and services are all embodied in the logo. Through constant stimulation and repeated portrayal, it remains deeply in the hearts of the audience.

Logo fixes specific things, events, scenes and abstract spirits, ideas and directions through special graphics, so that when people see the logo, they will naturally associate it with each other, thus having an impact on the enterprise. Agree. The logo is closely related to the operation of the enterprise. The logo is an indispensable element of the enterprise's daily business activities, advertising, cultural construction, and external communication. As the enterprise grows, its value continues to grow. Someone once asserted: "Even if a fire burns down all the assets of Coca-Cola, Coca-Cola can get back on its feet with its trademark." Therefore, companies with a long-term vision attach great importance to logo design and understand the role of logos. In the early stages of enterprise establishment, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If it cannot objectively reflect the corporate spirit, industry characteristics, and scientific modeling A beautiful logo will cause unnecessary waste and losses to the company as it develops and undergoes changes and adjustments. After the Bank of China changed its logo, only the outdoor media removed and replaced nationwide caused a loss of 20 million yuan.

The role of the logo

1. Recognition

Recognition is one of the important functions of a corporate logo. Under the market economy system, competition continues to intensify, the public is faced with complicated information, and there are countless logos and trademark symbols. Only logos with distinctive characteristics, easy to recognize and remember, profound meanings, and beautiful shapes can stand out among peers. It can distinguish it from other companies, products or services and leave a deep impression on the audience, thus increasing the importance of logo design.

2. Leadership

Logo is the core of corporate visual communication elements and the leading force for corporate information dissemination. In the visual identification system, the shape, color and application method of the logo , directly determines the form of other identification elements, and the establishment of other elements is centered around the logo. The leadership position of the logo is a concentrated expression of the company's business philosophy and activities, which runs through all business activities of the company and has an authoritative leadership role.

3. Identity

The logo represents the company's business philosophy, cultural characteristics, and value orientation, reflects the company's industrial characteristics and business ideas, and is a specific symbol of the corporate spirit. The public's recognition of a company's logo is equivalent to its recognition of the company. The logo cannot be divorced from the actual situation of the company. It goes against the purpose of the company and only does superficial work. It loses the meaning of the logo itself and even has a negative impact on the corporate image.

4. Connotation

With the operation of enterprises and the continuous dissemination of corporate information, the connotations represented by logos are becoming increasingly rich, and the business activities, advertising, cultural construction, Public welfare activities will be accepted by the public and engraved in their minds through the memory of the logo. Over time, when the public sees the logo again, they will think of the products they have purchased and the services they have received, thus connecting the company with the public. Get up and become a bridge connecting enterprises and audiences.

5. Innovation After a logo is determined, it is not static. With the changes of the times, the evolution of historical trends, and changes in social background, the original logo may no longer be suitable for the current environment. For example, the evolution of the logos of "Shell Oil" and "Pepsi-Cola" are vivid examples. Changes in the business direction of the enterprise and changes in the receiving group will also make it necessary to innovate the logo. In short, the logo is always suitable for the enterprise and closely integrated with the important elements of the enterprise's business activities.

Logo design process

1. Research and analysis

A logo is not just a combination of graphics or text, it is based on the company’s structure and industry category. , business philosophy, and fully consider the objects that the logo comes into contact with and the application environment, and formulate standard visual symbols for enterprises. Before designing, you must first have a comprehensive and in-depth understanding of the company, including business strategy, market analysis, and the basic wishes of the top leaders of the company. These are important basis for logo design and development. Understanding competitors is also an important step. The important role of logos, namely identification, is based on a full grasp of the competitive environment.

2. Element mining

Element mining is to further prepare for the design and development work. Based on the analysis of the survey results, extract the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, explore relevant graphic elements, and find out the direction of logo design, so that the design work is targeted, rather than text and graphics. A purposeless combination.

3. Design and development

With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development work can be carried out from different angles and directions.

Through the designer's understanding of the logo, they give full play to their imagination and use different expression methods to integrate design elements into the design. The logo must have profound meaning, obvious features, grand shape, stable structure, and color matching that is suitable for the enterprise, and avoid becoming cliché. or popularization. Different logos will reflect different emphasis or appearance. After discussion, analysis or modification, a logo suitable for the enterprise will be found.

4. Logo modification

The logo determined in the proposal stage may not be perfect in details. After standard drawing, size correction, black and white application, line application, etc. of the logo, it will be different. The modification of the form of expression makes the use of the logo more standardized. At the same time, the characteristics and structure of the logo will not be lost when used in different environments, achieving unified, orderly, and standardized communication.

Characteristics of the logo

1. Functionality

The essence of a logo lies in its functionality. Although artistically designed logos have ornamental value, the logo is not primarily for viewing, but for practicality. Logos are an indispensable intuitive tool for people to carry out production activities and social activities. There are signs for human use, such as public place signs, traffic signs, safety signs, operation signs, etc.; there are flags and emblems for countries, regions, cities, nations, and families; there are signs for social groups. , enterprises, benevolence and activities, such as emblems, monograms, factory logos, social logos, etc.; there are trademarks dedicated to certain commodities and products; there are also trademarks dedicated to collective or personal belongings, such as seals, signatures, monograms, etc. Signatures, branding, etc. all have unique and irreplaceable functions. Signs with legal effect have a special mission to safeguard rights and interests.

2. Recognition

The most prominent feature of logos is that each has a unique appearance and is easy to identify. Showing the characteristics of things and marking the different meanings, distinctions and attributions between things are the main functions of logos. Various signs are directly related to the fundamental interests of the country, groups and even individuals, and must not be similar or confused with each other to avoid misunderstandings. Therefore, the logo must be distinctive, recognizable at a glance, and unforgettable.

3． Conspicuousness

Significance is another important feature of signs. Except for invisible signs, most signs are set up to attract people's attention. Therefore, strong and eye-catching colors and concise and clear graphics are the common characteristics of logos.

4． Diversity

There are many types of signs and a wide range of uses. Regardless of their application types, composition forms, and expression methods, they are extremely diverse. Its application forms are not only flat (almost any flat surface of material can be used), but also three-dimensional (such as reliefs, garden sculptures, arbitrary-shaped three-dimensional objects, or special styles of packaging, containers, etc. used to make signs, etc.). Some of its forms of composition directly use objects, some are composed of text symbols, some are composed of concrete images, images or abstract graphics, and some are composed of colors. Most logos are composed of a combination of several basic forms. In terms of means of expression, its richness and diversity are almost difficult to summarize, and with the development of science and technology, culture, and art, there is always innovation.

5. Artistry

Every designed unnatural symbol has some degree of artistry. It meets both practical requirements and aesthetic principles, and gives people a sense of beauty, which is the basic requirement for its artistry. Generally speaking, artistic logos are more attractive and infective, giving people a strong and deep impression. The high degree of artistry of logos is the need of the times and the progress of civilization. It is the embodiment of people's increasingly higher cultural literacy and the needs of aesthetic psychology.

6． Accuracy

No matter what the logo is intended to illustrate or indicate, whether it is a moral or a symbol, its meaning must be accurate. First of all, it must be easy to understand and consistent with people's cognitive psychology and cognitive abilities. Secondly, it must be accurate to avoid unexpected interpretations or misunderstandings, and special attention should be paid to taboos. It allows people to understand clearly and accurately in a very short time. This is the advantage of logos over language and faster than language.

7． Persistence

Logos, unlike advertisements or other promotional materials, generally have a long-term use value and cannot be easily changed.

Logo design principles

Logo design is not only the design of practical objects, but also a graphic art design. It has similarities with other means of graphic art expression, but also has its own artistic rules. It must embody the aforementioned characteristics in order to better perform its functions.

Because the requirements for its conciseness, generalization, and perfection are very strict, that is, to succeed to the point where it is almost impossible to find a better alternative, it is more difficult than any other graphics

The art and design are much bigger.

1． The design should be carried out with a detailed understanding of the purpose of use, scope of application, relevant regulations and other relevant circumstances of the design object, and a deep understanding of its functional requirements.

2. The design must fully consider the feasibility of its implementation, and adopt corresponding design methods according to its application type, materials and production conditions. At the same time, the visual effects when used in other visual communication methods (such as printing, advertising, images, etc.) or when zooming in or out should also be taken into consideration.

3． The design must conform to the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the target.

4． The idea must be carefully developed and naughty, and strive to be profound, ingenious, novel and unique, with accurate meaning and able to withstand the test of time.

5. The composition should be concise, beautiful, and adaptable to the shape of the object to which it is applied.

6． Graphics and symbols should be concise and summarized, but also should be artistic.

7． Colors should be simple, strong, and eye-catching.

8． Following the laws of logo art, creatively exploring appropriate artistic expression forms and techniques, and hammering out precise artistic language so that the designed logo has a high degree of overall beauty and obtains the best visual effect are the principles pursued in the art of logo design.

Means of expression of the logo

1. Representational technique: Use an image with typical characteristics that is directly related to the logo object, and directly describe the stunned meaning of the logo. This method is direct, clear, clear at a glance, and easy to understand and remember quickly. For example, the publishing industry uses the image of a book, the railway transportation industry uses the image of a locomotive, the banking industry uses the image of coins as its logo, and so on.

2. Symbolic techniques: Use graphics, words, symbols, colors, etc. that are connected in some sense with the content of the logo to symbolize the abstract connotation of the logo object in metaphors, descriptions, etc. For example, crossed sickles and axes are used to symbolize the alliance of workers and peasants, and tall seedlings are used to symbolize the healthy growth of children. Symbolic signs often use related objects that have been recognized by society as effective representatives. For example, doves are used to symbolize peace, lions and eagles are used to symbolize bravery, sun and moon are used to symbolize eternity, pine cranes are used to symbolize longevity, white is used to symbolize purity, green is used to symbolize life, etc. This method is profound, adapts to social psychology, and is popular among people.

3. Allegorical techniques: Use images that are similar to the meaning of the logo or have allegorical qualities to express the content and characteristics of the logo in a way that alludes, suggests, and indicates. For example, use the image of an umbrella to indicate moisture resistance, use the image of a glass to indicate that it is easily broken, and use the image of an arrow to indicate direction.

4. Simulation and method: use the image of something with similar characteristics to imitate or compare the symbol