(3) the form of trademark identification. When the modeling elements of trademark logo design are determined, the next step is to choose the appropriate composition form, seek unity in change and seek change in unity, so as to make trademark logo concise, lively, unified and perfect in visual language expression. There are contrast, symmetry, balance, harmony, repetition, addition, gradual change, emission, breakthrough, three-dimensional, rhythm and so on. (V) Refined operation of trademark logo When the trademark logo shape is determined, it must be refined and corrected to ensure the accuracy and completeness of the trademark logo shape, and at the same time, the corresponding operation to be applied in the overall communication system in the future is planned in advance. Its projects are: (1) Visual correction of the trademark logo shape; (2) Digitization of trademark logo modeling (drawing method); (3) the provisions of the size of trademark signs and the corresponding reduction; (4) Variant design of trademark logo; (5) Provisions on the combination of trademark marks and basic requirements. A There are three kinds of drawing methods for general trademark signs: (a) grid marking method (b) numerical scale marking method; b The corresponding application size and reduction of trademark signs should be set according to the application scope, and can be made according to the standard for normal use; When used in business cards, envelopes, stationery, labels, etc., the strokes can be reduced to ensure that they are clear and easy to read. C the provisions of the variant design of trademark signs should be based on the scope of application, as well as technological limitations and visual effects. Such as exhibition places, printing media, advertisements, etc. However, in this kind of design process, on the principle of not losing the design concept of the original trademark logo and the standard form of the logo, it can receive a high degree of flexibility in application, and the general manifestations are: (a) the expression form of line thickness change; (b) Color and black and white expressions, positive and negative expressions; (c) hollow body, screening, repetition and gradual change. D the combination of trademark logo and basic elements stipulates that the combination system can analyze and set the required unit combination according to the specifications, dimensions, arrangement position and direction of the application design project. There are several kinds of trademark signs and basic combination systems: (a) the combination unit of trademark signs and standard words of company name and brand name; (b) the unit combination of the trademark symbol and the standard word of the company's full name; (c) The unit combination of the trademark symbol and the company name, brand name, standard words, corporate slogan and publicity slogan; (d) The combination unit of the trademark mark, the standard words of the company name and brand name, and the full name, address and telephone number of the company. (II) Representation methods of trademark marks can be roughly summarized into four types: (1) pictographic; (2) symbol; (3) Abstract generalization (4) Composition of characters (1) The representation method of pictographs is to use natural forms as design elements, and to highly generalize and refine them to form patterns, and to convey certain information and ideological content directly (or through association) with perceptual images. (2) Symbolism is to express similar abstract concepts with internal relations by using a specific imagination, or to express another thing that is not easy or suitable for direct expression by using something. This kind of expression is a way to express another thing in a roundabout way by using the recognized assumed meaning given to it by people. (3) Abstract generalization can be divided into two categories. One is abstract art graphics, which are based on natural objects, such as dragons and phoenixes, or are deformed, exaggerated, dissected and abstracted. The other kind is purely abstract symbols, such as points, lines, surfaces, characters and geometric shapes. They are arranged and combined to form abstract figures, which arouse people's psychological and logical association, express certain artistic conception and embody specific content. This kind of trademark logo has a strong sense of modernity and formal beauty, as well as its clear personality characteristics, good visual effect and easy to remember. (4) Characters constitute a trademark mark, which consists of variations of a single font and combinations of phrases, and can also be combined with graphics. The implementation of Chinese characters or Latin letters has a long evolution process from figuration to abstraction. As far as the characters themselves are concerned, they already have the beauty of patterns. As long as they are beautified, decorated, deformed, exaggerated and organized in the strokes and institutions of the characters, they can create trademark logo graphics with strong formal beauty and distinctive personality. (IV) Color representation of trademark marks It is not appropriate to use complex color representation of trademark marks, which are generally monochrome-based. If you want to use color representation, you should not exceed three sets of colors, and the colors should be simple and bright. Color also has its personality characteristics and emotional symbols, and people have different associations because of the "constant" experience of color. Therefore, the color choice of trademark logo must be linked with the main content and personality characteristics, and the design intention of trademark logo can be accurately expressed by color. (VI) The development and application of the trademark logo has become an integral part of the CI strategic system. It is not only a reference symbol for the image of goods and enterprises, but also undertakes the propaganda and advertising of enterprises and commodity management concepts and entrepreneurial spirit, and develops its image from multiple perspectives and levels. The specific application scope includes the following contents: (1) business supplies (business cards, stationery, envelopes, bills, bills, etc.); (2) Advertising media and format; (3) signs, signboards and displays; (4) means of transportation, design; (5) Office room, environmental design; (6) packaging design; (7) gifts; (8) employee clothing; (9) Office objects (ashtrays, pencils, tables and chairs, guest house supplies, cups and plates, etc.) are the basic common sense of modern trademark logo design. In specific creative design, we should use them flexibly, and constantly study and study the trends and development trends of trademark logo design at home and abroad in the practice process, so as to continuously improve our own ability of contingency design. I. Creative design and artistic law of trademark logo The basic function of trademark design is its identifiability. Creative design is to find novel and unique modeling symbols through overall planning, and to convey and communicate ideas through such modeling symbols. (I) Elements of Trademark Logo 1 The naming of trademark logo is the primary consideration. A perfect and distinctive trademark symbol and its brand name must have internal relations with commodities and enterprises, and be loud, beautiful, catchy, easy to remember, impressive and contemporary. A good naming has a great influence on graphic creative design. The naming of trademark marks of export commodities must also be correctly compared with the phonetic meanings of Chinese and foreign languages. The modeling of trademark signs can be divided into two categories. The first is the modeling elements, that is, the expression of five modeling elements: point, line, surface, body and synthesis. Each element has its unique modeling significance and characteristics. In the design, only by choosing a certain modeling element as the vertical development basis of the trademark symbol can we get the timely composition principle. The second is the idea development of modeling elements, that is, according to the meaning of enterprise brand name, choose patterning, cartoonization, personification, geometrization, combination, illustration, photography, font, dynamic, etc. as modeling elements, and choose one of them or comprehensive modelling technique for horizontal development. The organic combination of the above two types can not only generate creative graphics of trademark logo design. Take the company design of GILLETTE in the United States as an example: (1) Its logo theme is mainly determined by the company name. (2) The design idea focuses on the prefix of the enterprise name, so as to launch numerous horizontal development. (3) The modeling elements adopt lines as the vertical development of fixed-point depth. The design direction always revolves around the change of the "G" shape. To sum up, the following key points of graphic creativity are obtained. First, look for and develop modeling elements from product characteristics and business philosophy of enterprise spirit, and carry out horizontal development of idea development. Second, determine the modeling elements of trademark logo design, and choose the appropriate composition principle to carry out in-depth fixed-point vertical development.