Logo conveys information with its unique visual art language. It can not only get rid of the barrier between words and language, but also play the role of being concise and clear at a glance that words cannot.

Faced with the characteristics and limitations of the logo itself, designers must further study and research to master the appropriate art forms and general rules of artistic processing.

Any artistic law has its uniqueness, but each also has its own characteristics. The most important thing in trademark design is expressiveness. A trademark cannot be both similar in shape and expressive like painting. It can only form an image with simple shapes that use ink as much as gold. It powerfully expresses the spiritual temperament of the objective object, seizes the morphological characteristics of the image, and uses simple, bright, and harmonious patterns to create visual characteristics as concise as symbols. No matter what kind of trademark, it must be approved and registered by the trademark management department before it can enter the market. Therefore, the trademark design requirements cannot be the same. The key to an original and innovative trademark is innovation, that is, creating a new trademark that has never been done before and has never been seen in the market, so that it can leave a deep impression on people and transform non-imagery goods and meanings into tangible visuals. Image transforms intangible thoughts into perceptual concrete forms, creates a creative hint, and uses its symbolic or abstract form to express. Art forms explore novel and unique expressions. Only by designing images with new artistic conception and characteristics of the times can consumers understand and appreciate them.

Any artistic creation requires artistic processing, but it has its own different forms of reflection and expression methods. The rich imagination is based on real life, and the fictional techniques are full of romance. Artistic exaggeration is based on the development of objective reality and strives to conform to the logical development and changes in natural phenomena. In artistic creation, artistic exaggeration is often used to strengthen the characteristics of the image.

1. Symmetric form

The so-called symmetry refers to a line as the central axis, with the same or similar images on both sides. This is an ancient and popular form of composition, which is deeply It is deeply rooted in people's aesthetic consciousness. In our country, from ancient times to the present, the application of this form of composition can be seen everywhere, from palaces and houses to small life accessories. This form has its own specific personality, which gives people a sense of solemnity, stability, generosity and solemnity in the visual psychology, but it also feels monotonous and dull.

Symmetry can be divided into four forms: complete symmetry, relative symmetry, inversion symmetry, and radial symmetry.

(1) Complete symmetry

The shapes on both sides of the finger shaft are exactly the same. No matter how messy the natural form is, as long as it adopts symmetrical form, the composition effect will be orderly. It is a simple form. There are two types of completely symmetrical compositions: upper and lower symmetry and left and right symmetry, which have harmonious, concise and stable effects.

(2) Relative symmetry

Refers to a symmetry of the overall effect. The shapes on both sides of the axis have local changes. If there are dislocation and isomorphic changes, they remain unchanged. Seeking change and seeking vitality in change can break the rigid impression inherent in symmetry.

(3) Inversion symmetry

It is a variation of complete symmetry. The forms on both sides of the axis can use cross symmetry to obtain a sense of movement in a unified form. It is a breakthrough in completely symmetrical form.

(4) Radial symmetry

It is a form with a "point" as the central axis and radiating around. The same radiating form is repeated. It is the development and development of a completely symmetrical form. Transformation. This composition creates a rhythm and rhythm while maintaining a complete and unified visual effect.

2. Balanced form

Balance refers to maintaining a visually balanced relationship between shapes within a certain spatial range. In nature, all relatively stationary objects exist in a stable state according to the principles of mechanics. People have developed a kind of aesthetic visual balance psychology in their long-term social experience. This factor must be taken into consideration in the design composition of image thinking. Balance means average, and balance means no deviation in weight. As a spatial modeling form of visual art, balanced form uses static unequal qualities and unequal quantities to achieve the balance of asymmetric forms. Compared with the concept of symmetry, balanced form emphasizes dryness, flexibility and lightness. The modeling design and space processing of balanced forms rely on viewing to feel. It is not a concept of balance in natural science.

The balanced form of the trademark logo provides designers with a broad space for imagination, and its composition forms are diverse.

Balanced form can give the picture a smart and lively effect. Its application is like the principle of gravity lever. The gravity of images in different positions is different, the gravity of images of different colors is different, and the gravity of images of different textures is also different. To achieve equilibrium based on the principle of balance is to use an invisible gravity lever to determine the equal weight of the left and right, up and down.

In specific design, which form of symmetry or balance is adopted depends on the content and functional requirements of the trademark mark. Both forms have their own advantages and complement each other. With the advancement of human wisdom, the form of composition will also develop and innovate.

3. Dynamic form

After the 1990s, Internet technology has developed rapidly and been promoted to the ranks of mass media. From early dial-up Internet access to high-speed broadband, one-line communication, and now popular wireless Internet technology, the Internet has become more convenient and faster. According to statistics, there were nearly 100 million wireless broadband Internet users worldwide in 2006. Search engine ranking promotion has become an important content and means of Internet marketing, such as Google, Yahoo, Baidu, etc. Facing this media with strong development momentum, businesses and enterprises are rushing to use the Internet to promote their own image. As a core component of VI (corporate identification system), logos are highly malleable. Moving from traditional print media, film and television media, and spatial physical media to virtual online media will inevitably form its own unique style.

In recent years, corporate image developers have paid great attention to the standardization and development of various forms of logos. At the same time, we have also noticed that more and more dynamic logos are appearing in the field of graphic design. The reason is that, on the one hand, dynamic logos can express more corporate image connotations, making logos more vivid and appealing; on the other hand, with the increasingly common use of videos, web pages, multimedia and LEDs, dynamic logos The realization is possible.

The logo finally presented to the public seems to be quite concise and general. In fact, the conception of the logo is a complicated process. The logo is concise but not simple. What it represents behind it is the culture, business philosophy, business content of the entire enterprise, the appearance of the company's products, the personality of the brand, etc. A successful logo design must be a symbol of the image of the institution or enterprise it represents. This is actually the minimum requirement for logo design. As the core link in VI, the logo is related to every aspect of VI, especially the application part. The concept of logo has changed from static to dynamic, from visual to audio-visual combination, which makes up for the acceptance of information by the visually impaired. In other words, with the change of the media used, logos not only serve static media, but also must have traditional characteristics. In addition to the universal requirements of logo design, there are also higher requirements.

The concept of modern logo design is more complete, mature and proactive than before, and the promotion and application of logos has become very systematic. This is why logo design needs to be considered in conjunction with all aspects of the entire system. . The logo itself must have good expansibility and flexibility in use.

Specifically refers to the following aspects

1. Elements are suitable for breaking up and reorganizing

The constituent elements of the logo are the main body of the logo animation, and the settings of these elements are directly related to the success or failure of the logo animation.

When designing a logo, you need to consider whether these elements are dispersible. Many logo animations use the logo itself as the theme, dynamic splitting, overlapping of multiple forms, etc. .

2. The overall form interacts with related elements

The objects and images use their similar shapes, borrow from each other, and integrate into each other's image structure. They become an indispensable part of each other, forming two or more shapes** *Used organic whole.

3. Pay attention to the dynamics of logos

In logo design, some techniques in two-dimensional composition are often used to express dynamics, such as the length, thickness, density, twists and turns of lines, the warmth and coldness of colors, the contrast of size, etc. Flash transforms flat, static things into motion. If the logo itself is dynamic (here we are talking about visual dynamics or moving trends), it will bring more inspiration and convenience to future logo animations.

4. Space has continuity

In a static state, the logo must be single-angle, that is, two-dimensional. Once it becomes a dynamic effect, the logo can be multi-dimensional across space. What is referred to here is not actual. space in the sense of an optical illusion.

Therefore, when conceiving the logo, you need to consider the form of the logo from another angle, such as imagining whether there is continuity from the side, back, bevel, etc., and pay special attention to the flexibility of the logo.