Logo is a very visual symbol. Because of the simplicity of graphic symbols, it is decided that it must be symbolic in order to fully show the individual image of the logo.
in this paper, Zhonghui design discusses the principles and standards that need to be paid attention to and observed in the process of logo design from three aspects: meaning, form and innovation. In terms of expression and implication, logo design should follow the principles of accuracy, simplification and directness; Good logo design is based on easy understanding, easy identification, easy memory, strong visual impact and beautiful form. On the basis of making the logo accurate, reasonable and beautiful, innovation and change are opportunities and challenges for logo design in by going up one flight of stairs.
any work of art will lose its charm if it lacks a sense of form. Because logo design expresses its creativity between square inches, it requires that the logo has a strong sense of form, which can attract people's attention, arouse people's interest and leave a deep impression. Furthermore, logo design brings people a strong visual impact with its sense of form, and achieves the ability to publicize corporate image, disseminate product information and improve economic benefits.
first, the ideographic principle of logo design
logo is a kind of symbol with strong visual sense. Because of the simplicity of graphic symbols, it is decided that it must be symbolic in order to fully show the individual image of the logo. Therefore, symbolism is the primary factor of logo design. Symbol occupies an important position in human social life. In a broad sense, symbol refers to expressing some abstract concepts or thoughts and feelings with concrete things. In terms of logo design, it is a major expression method, which refers to expressing similar or similar concepts, ideas and feelings through a specific concrete and abstract words and graphics. Symbol is a bridge between symbolic graphics and abstract thinking. It connects the hearts of the creator and the receiver, promotes the communication between the sender and the receiver, and causes * * *.
second, the principle of symbolic accuracy
through the observation and research on the logo modeling of enterprises in various industries in China, it can be concluded that many logo designs have design problems that seem to be "serious" but are actually "vague". Often a sign looks gorgeous and modern at first glance, but after careful scrutiny, it is found that the symbolic elements in the sign have nothing to do with the theme of the sign. These problems all stem from the inaccuracy of symbolic elements and logo patterns. In other words, the symbolic patterns selected by such signs can not convey the information in the logo proposition most accurately. Therefore, it is an important principle to identify symbols and elements accurately and ensure that the symbolic patterns of signs are closely related to the information to be transmitted and complement each other. The wrong use of symbols and patterns must be avoided in the design of signs.
Third, the principle of simplification of information transmission
Many enterprises and institutions hope that the final logo will convey as much information related to the enterprise name and concept as possible at the beginning of seeking logo design; This has caused many signs to look very complicated, and the modeling structure is bloated and complicated. However, the human brain does not have the ability to process and decompose complex patterns and information quickly in a short time. When a pattern is too complicated, our brains need a long time to disassemble it one by one and distinguish what individual elements in the pattern mean.
If a sign is too complicated and conveys too much information, our brain will automatically classify the sign as "incomprehensible" in a short time, so the symbolic function of the sign is completely lost. The visual image of the enterprise or institution will not be disseminated. As the saying goes, haste makes waste, less is more-logo design must pay attention to simplifying the information transmitted and expressed as much as possible, and only take one or two of the most important information to express.
Fourth, the principle of semantic directness and generality
As can be seen from the logo design of China Bank, the "copper coin" in the logo of China Bank implies the concept of "wealth". In China, all people can understand and agree that money and wealth are symbolized by copper coins. The copper coin pattern has the directness and generality of implication, which will not lead to people's wrong association. Therefore, in the use of signs and symbols, we should pay attention to choosing graphic patterns that most people can understand and accept, and avoid using incomprehensible patterns to convey information.
V. Design standard of logo appearance form
The appearance shape and form of a logo directly affect the function, communication power and goodwill in people's eyes. To judge whether the design of a sign is qualified, we should not only examine whether the meaning and symbol of the sign are accurate, but also consider whether the shape and form of the sign are standardized and appropriate. There are the following reference standards to judge the rationality of logo modeling form.
six, easy to understand
in the process of logo design, it is important to choose the right symbol to express the concepts in the logo proposition, but at the same time, we should also pay attention to how to rationalize and popularize the modeling form of the symbol itself. In principle, in the design of symbolic form, designers should pay attention to keeping the structure, color and style of the form consistent with the concept that the sign wants to express, so that people can associate the meaning that the sign wants to express with the help of the form at the first time. Therefore, the logo design should be as simple and popular as possible; Avoid "ambiguity" or incomprehensible phenomena in the shaping of forms, thus affecting the establishment and dissemination of corporate visual image.
VII. Easy to identify
The recognition degree of the logo is closely related to the structure and color of the logo. In the sign structure, the simpler the shape, the easier it is to be captured and discovered by observers, and the more complex the shape, the less easy it is to be absorbed, digested and understood. Therefore, how to make the logo not only have unique aesthetic interest, but also be clear at any scale will test whether the designer can effectively summarize, simplify and organize the shape of the logo. At the same time, the color choice of the logo also affects the recognition of the logo.
VIII. Having visual impact
Visual impact is an indispensable quality for all works of art.. Especially in graphic design, because the theme can't be expressed by three-dimensional visual effect or sound effect, the visual impact of static graphics is particularly challenging. The logo itself usually appears in a plane with a small volume in the process of application, so a strong visual impact is one of the indispensable standards for logo shape shaping. However, visual impact can not be generated only by noisy colors or flamboyant shapes; A sign with stable shape, quiet temperament, unique structure and simple color can also promote the emergence of visual impact. Therefore, the most important thing in logo design is to be able to use a certain visual effect to the extreme, so that it can produce better visual tension.
IX. Possessing formal aesthetic feeling (temperament)
The shaping and grasping of formal aesthetic feeling is the most test part of the designer's inner cultivation and aesthetic taste in the whole logo design process, and it is also the most difficult part to create and control. Generally speaking, if you want to create a logo with high formal aesthetic feeling, you can start from three aspects-the harmony of form and color, the modernity of style and temperament and the artistry of overall design.
In grasping the form of signs, the correct application of the law of formal beauty in plane composition is one of the ways to achieve the aesthetic feeling of signs. Repetition, rhythm and rhythm, contrast and harmony and other formal beauty rules can ensure that the logo modeling has a beautiful and harmonious visual effect. In addition, logo design should also pay attention to closely following the aesthetic pace of the times. It is difficult for an old-fashioned and conservative symbol to keep up with the ever-changing aesthetic standards of modern society; It will also affect the goodwill and acceptance of the whole visual image recognition system in the eyes of the public.
it is also an imperative trend for logo design to sensitively grasp the aesthetic standards of the times and apply them to logo design to a certain extent. In addition, artistry is an important factor that cannot be ignored in logo design. The artistry of logo design needs to be demonstrated through ingenious ideas and techniques, which is to embody the meaning of the logo in a beautiful form. Of course, this beautiful form is not invented out of thin air, but needs to combine the relevant culture, concept and spirit of the brand in the design process, and combine artistry with certain meanings.
X. Innovation and Breakthrough of Logo Design
On the basis of the accuracy and rationality of logo implication and the harmony and beauty of modeling form, innovation and change are opportunities and challenges for logo design in by going up one flight of stairs. It breaks the traditional simple and unitary thinking pattern of logo design. It not only inherits the connotation of traditional logo design, but also creates new external manifestations. It is the highest principle and standard of logo design to create innovation in logo design and make a breakthrough in moral expression or modeling form.