As a visual graphic that identifies and conveys information, logo embodies the characteristics of the brand and the image of the company with its simple and beautiful modeling language.

Characteristics

LOGO is a variation of Greek logos

Some well-known LOGOs (33 photos)

It is a product of modern economy , it is different from ancient imprints. Modern logos carry the intangible assets of the enterprise and are the medium 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.

Edit this paragraph International Standards

International Standards for LOGO In order to facilitate the dissemination of information on the INTERNET, a unified international standard is needed. In fact, there is already a whole set of standards like this. Regarding website LOGO, there are currently four specifications:

LOGO Specifications Remarks

1 88×31 The most common LOGO specifications on the Internet

2 120× 60 is used for general-sized LOGO specifications

3 120×90 is used for large-scale LOGO specifications

4 200×70 LOGOs of this specification have also appeared

Design classification

A Concrete expression B Literal expression C Abstract logo

1 Circular logo graphics 1 Chinese character logo graphics 1 Human figure graphics

2 Four Square logo graphics 2 Latin letter logo graphics 2 Animal-shaped graphics

3 Triangular logo graphics 3 Number logo graphics 3 Plant-shaped graphics

4 Polygon logo graphics

4 Utensil-shaped graphics

5 Directional sign graphics

5 Natural-shaped graphics

Edit the expression of this paragraph

As a LOGO with media characteristics, in order to realize all visual recognition functions in the most effective space, it is generally through a combination of special patterns and special text to achieve the presentation, explanation, communication, and exchange of the marked object to guide the audience. interest, to enhance reputation, memory and other purposes.

The combination of expression forms is generally divided into special patterns, special fonts, and synthetic fonts.

1． Special pattern:

It is a representational symbol that is unique, eye-catching, and easy to distinguish and remember. It expresses the marked object through allusion, association, generalization, abstraction and other painting expression methods, and expresses its concept. It is general and vivid, but the connection with the marked object is not direct enough. The audience can easily remember the pattern itself, but the recognition of the relationship between the marked object requires a relatively tortuous process. However, once the connection is established, the impression is deep and the audience is more familiar with the marked object. Memories are relatively long-lasting.

2. Special characters: Ideographic symbols. In communication and dissemination activities, the name of the identified object or its product name that is used repeatedly is unified with a text form. The meaning is clear and direct, closely related to the object being marked, easy to be understood and recognized, and it also has an illustrative effect on the concept expressed. However, because of the similarity of the text itself, it is easy to blur the audience's memory of the logo itself, thus affecting the being. The long-term memory of the logo is weakened.

Therefore, special text is generally used as a supplement to special graphics. It is required that the selected font should be consistent with the overall style, and new and distinctive creations should be made as much as possible.

A complete LOGO design, especially a LOGO design with Chinese characteristics, under the requirements of internationalization, should generally consider at least bilingual forms in Chinese and English. The proportion of Chinese and English words, collocation, and Generally, there should be patterns in Chinese, patterns in English, patterns in Chinese and English, and separate combinations of patterns, Chinese, and English. Some also consider Traditional Chinese and other specific language versions.

In addition, it is also necessary to consider whether the application of the logo or text after expansion is beautiful. This is very necessary for the production of backgrounds, etc., and is conducive to pursuing the effect of symbol expansion.

3. Synthetic text:

It is a kind of synthesis of representational meaning, which refers to the design that combines text and pattern. It has the attributes of text and pattern, but it results in the relative weakening of the influence of related attributes. For different object orientations , making a LOGO that is more graphic or more text-based will make a big difference in expression. For example, just make simple modifications to the printed fonts, or turn the text into a decorative shape for everyone to guess. Its comprehensive functions are:

a. It can directly convey the impression of the marked object and let readers understand it through text modeling.

b. The shaped text is easier for the viewer to retain. Leave a deep impression and memory.

Edit the nature of this paragraph

1. Recognizability

Regarding the requirement of recognizability, it must be easy to recognize and remember. This requires simplicity in both color and composition.

2. Specificity

The so-called specificity means that it must be different from other LOGOs and have its own characteristics. Otherwise, the designed LOGOs will be the same.

3. Connotation

The design of a LOGO must have its own meaning, otherwise no matter how beautiful or perfect it is, it will only be beautiful in form but meaningless. This requires that the LOGO must have its own symbolic meaning.

4. Legal Awareness

Regarding the legal awareness of LOGO, you must pay attention to sensitive words, shapes and language.

5. Overall image planning (structural)

Different structures of LOGO will give people different psychological consciousness, just like horizontal lines give people the feeling of smoothness, stability, continuity and calmness, and vertical lines give people the feeling of height. , straightforward, light and impetuous, the dots give people the feeling of expansion or contraction, which can easily attract people's attention.

6. Colorality

Color is one of the three basic elements of form (shape, color, and quality). The commonly used colors for LOGO are the three primary colors (red, yellow, and blue). These three colors have relatively high purity, are brighter, and are more eye-catching. Color is a basic topic that must be studied in the discipline of industrial design. Color research involves many disciplines such as physics, physiology, psychology, aesthetics and art theory.

Edit this design process

1. Research and analysis - A logo is not just a combination of graphics or words. It is a standard visual symbol formulated for the enterprise based on the enterprise's structure, industry category, business philosophy, and fully considering the objects and application environments that the logo comes into contact with. 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 recognition of a logo is based on a full grasp of the competitive environment. So we first ask our clients to fill out a logo design questionnaire.

2. Element mining--Element mining is to further prepare for the design and development work. Based on the analysis of the survey results, we will refine the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, dig out relevant graphic elements, and find out the design direction of the logo, so that the design work is targeted, not against the target. A purposeless combination of text and graphics.

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 and 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. We have revised the logo in different forms such as standard drawing, size correction, black and white application, line application, etc. to make 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.

Edit this paragraph's color matching skills

[1] The charm of color is infinite, it can make boring things beautiful and beautiful instantly. With the rapid arrival of the information age, the Internet has begun to become more colorful. People are no longer limited to simple text and pictures. They not only want to get what they need through the Internet, but also hope to enjoy life and feel beauty in the process; they not only need web pages to be practical, but also need web pages to look comfortable and pleasing to the eye. Therefore, contemporary designers not only need to master basic website production technology, but also need to master the design arts such as website style and color matching. This specifically includes web page layout design, brand design, artistic text design, and color matching design. Among them, color matching design occupies a very important position in website design.

If you don’t use words to communicate, color is the fastest way to convey information and express meaning. For example: when identifying plants, minerals, animals and other objects, color can easily help people distinguish them; the goods in the supermarket can leave a deep impression on everyone, and color is necessary. In people's daily lives, the importance of color effects exceeds our imagination.

Color can be called a quiet salesperson, that is, it uses color to attract consumers' attention. Conveying information to consumers about what product this is is more important to marketing than anything else. Especially in the online world, consumers hope to fully understand the properties of products through vision, so we must fully satisfy this psychology. In order to better apply color to design web pages, you should first understand the basic concepts of color.

There are many colors in nature, for example: roses are red, the sea is blue, oranges are orange... but there are only three basic colors: red, yellow and blue. Other colors can be made by mixing these three colors. These three colors are called the three primary colors of pigments.

Colors in reality can be divided into achromatic and chromatic colors. White and black, black and all the gray segments between them become achromatic, which has no types of hues, only changes in light and shade. [1] Achromatic colors can only be distinguished by differences in brightness. White is the brightest and black is the darkest. Colored refers to all colors except achromatic.

The colored colors (i.e., colors) in the objective world are ever-changing and different, but any color has three properties: hue, brightness, and purity, also known as the three elements of color, and when colors occur, When acting, in addition to the above three basic conditions, various colors form hues with each other and show their own characteristics. Therefore, five elements such as hue, lightness, purity, tone and color constitute the elements of color.

Hue refers to the appearance of a color and is the name that distinguishes color types. Value (the degree of lightness or darkness of a color) is the difference in shades of color. The difference in brightness refers to the change in shades of the same color, and also refers to the difference in brightness between different hues. Purity (the purity of a color) is also called chroma or saturation. Adding white or black to a pure color can reduce its purity, making it softer or heavier. Hue refers to the fact that various colors with certain internal connections in the picture always form a complete and unified whole, forming the general trend of the color of the picture. Color nature refers to the warm or cold tendency of a color.

[2] After understanding the basic concepts and elements of color, you can have a deeper understanding of the impression of color.

Color is the first visual language of the human body. It has the effect of influencing people's psychology and arousing people's emotions. It can also influence people's emotions and actions. This is related to the experience and association of most people. People interact with the natural world through The contact with society gradually formed the concept and association of color. Therefore, the symbolic meaning and impression of color are universal, and there is little difference among different ethnic groups.

Here, by analyzing several main colors in daily life, we will explore the impression and effect of design colors in web page production.

Red, the most eye-catching color, has a strong appeal. It is the color of fire and blood. Symbolizes enthusiasm, jubilation and happiness. On the other hand, it symbolizes alertness and danger. Red has a strong sense of stimulation and often plays the main color and important harmonious and contrasting role in the color matching of web pages. It is the most used color. Consumers easily associate red with the color of tasteful, valuable and sweet-tasting wine. Therefore, it is mostly used in cars and similar high-priced products.

Yellow is the color of sunshine, symbolizing brightness, hope, nobility and happiness. Light yellow represents weakness, and grayish yellow represents illness. Yellow has the highest brightness among pure colors. When combined with red colors, it produces a brilliant, gorgeous, warm and festive effect. When combined with blue colors, it produces an elegant, tranquil, soft and refreshing effect. In the color matching of web pages, yellow is generally related to holiday gifts, and its use is also a color that designers are more careful about.

Blue is the color of the sky, symbolizing peace, quietness, purity and reason. On the other hand, it also means negative, cold, conservative and so on. Proper use of blue, red, yellow and other colors can form a harmonious contrast and harmony relationship. There is disharmony between diet and the color blue, and characters usually cannot accept seeing blue in their diet, such as blue milk and blue steak. That's because eating blue can make people feel disgusted. On the contrary, when it appears in children's food, it will have an unexpected effect - like it. Therefore, in most web designs, blue is the main color for children's sections and cleaning products.

Green is a plant color, symbolizing calm and security, while grayish-brown color symbolizes aging and termination. The combination of green and blue looks soft and tranquil, and the combination of green and yellow looks bright and fresh. In the color matching of web pages, because green is not highly visible, it is mostly used as a medium-sized color as a foil.

Orange is the color of autumn harvest. Bright orange is warmer and more gorgeous than red. It is the warmest color among all colors. Orange symbolizes happiness, health and bravery. Goethe, who studied psychology and life, once said: "Orange can be seen in the highest energy. Healthy and simple people especially like orange, and the more ethnic they are, the less they will like orange." (Goethe: Saemtliche Werke 10, die Farbenlehre, Muenchner Ausgabe)

[3] Purple symbolizes beauty, nobility, dignity, and on the other hand, it also means loneliness and mystery. The raw material of lavender is shellfish, so it is expensive. For this reason, purple symbolizes wealth and strength, with a feeling of elegance and magic, while deep purple has a feeling of heaviness and solemnity. In the web color design, the combination of purple and red looks gorgeous and harmonious, the combination with blue looks luxurious and low-key, and the combination with green looks passionate and mature. Properly used, it can create novel and unique effects.

Black is a dark color, the lowest brightness non-color, which symbolizes power, and sometimes means unlucky and evil. It can form a good contrast and harmonious relationship with many colors in web design, and has a wide range of applications. Among them, home appliances using black hues are all expensive products. White represents purity and whiteness, symbolizing purity, simplicity, elegance, etc. As the polar color of non-color, white, like black, forms a bright contrast and harmonious relationship with all colors. When matched with black, it forms a simple, clear, simple and powerful effect, giving people a sense of weight and stability, and has a good effect. Visual communication skills.

A well-designed website must not only have an overall trend of tonal composition, but also have a harmonious and unified color trend. Just like people's clothing, the structure of the information space also needs appropriate packaging and expression.

Usually when designers start to create web pages, they first decide the color trend of the entire website, which determines the first impression the website gives to viewers. The color of the page can be lively or solemn, elegant or warm. For example, Disney's page design is colorful, such as choosing plain colors.

It may not be able to create a cheerful atmosphere; while the color tone of Apple's corporate page is mainly plain, and details such as crystal clear buttons highlight the noble, elegant and otherworldly image of the product and the company itself.

[4] There are also differences in the use of colors, traditional and simple, and websites of different natures will differ in this aspect. Some art websites will go to great lengths to use a variety of techniques to showcase their creativity, and even pursue a "chaotic" style to flaunt anti-traditional design concepts.

[5] Next, it is also very important for designers to use color application psychology in web color matching design. After determining the style and color tone of this title web page, starting from the web content and products, in order to attract and shock consumers, starting from the perspective of people in daily life, the psychological effect of color application is very important, which is also the web color design The most critical step is also the last step.

The direct psychological effect of color comes from the direct impact of physical light stimulation of color on human physiology. Psychologists have done many experiments on this. They found that in a red environment, people's pulse speeds up, blood pressure increases, and people are excited and impulsive. In a blue environment, the pulse will slow down and the mood will be calmer. Some scientists have discovered that color can affect brain waves. Brain waves respond to red with alertness and blue with relaxation. Since the mid-19th century, psychology has shifted from philosophy to science, and psychologists have focused on the effects of color psychology verified by experiments. Many color theories have made special introductions to this, and these experiences have clearly affirmed to us the impact of color on human psychology.

Cold colors and warm colors are physical classifications of colors based on psychological illusions. The material impression of colors is roughly produced by the two color systems of cold and warm. Red light, orange light, and yellow light with long wavelengths have a warm feeling in themselves, so any color that the light shines on will feel warm. On the contrary, purple light, blue light, and green light with short wavelengths have a cold feeling. In summer, when we turn off the incandescent lights in the room and turn on the fluorescent lights, we will feel cooler. The same is true for pigments. Using cold colors on cold food or cold beverage packaging will visually cause you to feel cold about these foods. In winter, changing the curtains in the bedroom to warm colors will increase the warmth indoors.

The above cold and warm feelings do not come from the actual physical temperature, but are related to our visual and psychological associations. In general, people need both warm and cool colors in their daily lives, and the same is true for the color performance of web pages.

Through the exploration of web color matching design, it is not difficult to find that the important task of design is to grasp the connotation of the theme scientifically and accurately, pursue excellent design creativity, and at the same time constantly explore new art forms in order to Improve the expressiveness of design works and enhance their power to impress people.

[6] The aesthetic trends of modern and contemporary art are mainly determined by the following aspects

1. Fierce market competition promotes constant competition in expression techniques. In order to make web pages more attractive to consumers and leave a deep impression on viewers, thereby achieving the purpose of increasing traffic and promoting products, the page design, including color matching, is very strict and challenging. Designers need to constantly acquire new knowledge and development trends from the fields of color science, psychology, and even art design.

2. In order to adapt to the development and changes of contemporary aesthetic psychological trends. Design, as a purposeful artistic creation activity, has very clear subordinate attributes and must adapt to the material life needs of social development. In addition, it must also adapt to the development and changes of social aesthetic culture throughout the era. Therefore, the use of color expression techniques in web design works must not only obey the expression of the web page style, but also must be adapted to the aesthetic concepts and aesthetic interests of the specific consumer groups accepted by the web page in order to effectively complete its communication process.

3. The content of artistic expression is integrated with other arts. This is reflected in the application of artistic colors in web design and the overall layout and structure design.

By understanding the above color principles, color matching technology and artistic aesthetic requirements, we can find that the requirements for color matching design in web page production are very important. We must be good at using the harmonious functions of color and non-color on the page. Establish a clear tone while paying attention to the spatial hierarchy that enriches the composition of the page.

Only when colors can be used naturally and harmoniously in web design will the web page gain the power of life, like a vibrant and green tree that transmits the breath of life through its infinitely extending branches. For people on the journey, they have to stop and marvel! However, it is not difficult to master the color matching. Nature is undoubtedly the best teacher for designers. She shows us such harmonious and beautiful color combinations for free day after day. Since ancient times, people have been familiar with this kind of harmony and are more likely to accept it.

Edit this paragraph positioning

Nature positioning

That is, the nature of the enterprise or institution is used as the positioning point. This positioning method is widely used and is characterized by being appropriate, natural and easy to understand. For example, the logos of the People's Bank of my country and the Agricultural Bank of China designed by Mr. Chen Hanmin, a famous Chinese designer, respectively use ancient coins, the character "人" and wheat ears, and the RMB symbol "￥" to highlight the nature of financial institutions.

Content positioning

Consistent with product or name content. The characteristics are clear, easy to remember, and clear at a glance. For example, the permanent brand bicycle uses the word "forever" to form a bicycle shape, and the White Swan Hotel uses a swan pattern.

Artistic positioning

It is mostly used by various groups and institutions related to culture and art. Such as cultural centers, art galleries, cultural exchange associations, etc. It is characterized by an emphasis on artistry and a sense of humor.

National positioning

Mostly used for companies or institutions with a long history. It is characterized by the use of traditional patterns or symbols of traditional culture, such as dragons, phoenixes, etc. For example, the Chinese tea export trademark uses the word "中" to form a continuous pattern with Chinese characteristics. The original logo of Beijing Zhaolong Hotel designed by Mr. Chen Hanmin adopted the image of the dragon, the traditional Chinese mascot.

International positioning

Mostly used for product trademarks of foreign trade companies, multinational companies or those preparing to enter the international market. It is characterized by the multi-purpose letter type, such as Coca-Cola, Kodak trademarks, etc.

Concept positioning

It is widely used in various enterprises or institutions. It is characterized by abstract patterns, expressed in symbolic or allegorical ways.

Different companies or institutions have different positionings, and companies or institutions of the same type may also have different positionings. How to find the most ideal positioning is related to the designer's cultural quality, artistic accomplishment and comprehensive judgment ability. It should be understood that positioning is only a focus and cannot be treated in isolation. The above positioning methods are more intertwined in the actual design process. You have me, and I have you, infiltrating each other and complementing each other. The author believes that as long as through careful thinking, repeated practical exploration, and summary of rules, we will be able to achieve accurate positioning, achieve twice the result with half the effort, take fewer detours, and produce more quality products.

Edit this section of design skills

There are many logo design skills. In summary, you should pay attention to the following points:

① Maintain visual balance and pay attention to smooth lines. , to make the overall shape beautiful

②Use contrast, contrast or borders to emphasize the theme

③Choose appropriate fonts;

④Pay attention to the white space to give people imagination Space

⑤Use color. Because people's reflection of color is more sensitive and direct than that of shape, and it can stimulate emotions more.

Here I will focus on the color application skills in logo design.

①The base color should be relatively stable

②Emphasis on the formal sense of color: such as the combination of heavy color blocks and lines

③Emphasis on the memory and emotional regularity of color : For example, ** represents richness and brightness; orange-red gives people a sense of warmth and enthusiasm; blue, purple, and green make people cool and calm; brown and ripe brown are reminiscent of rich fragrances (Have you seen the advertisements of fast food restaurants?)

④ Reasonably use the contrast relationship of colors. The contrast of colors can produce strong visual effects, while the harmony of colors constitutes the spatial hierarchy.

⑤ Pay attention to the eye-catching nature of colors: The following table lists the accessories with high and low attention levels, which can be used as a reference when designing.