If we put the logo designs of many famous brands in the world together, we can find some similarities, which are the reasons for their success.
1. Accurately express brand characteristics
Logo, in the final analysis, is for enterprises and brands. Logo should make people feel what the brand does and what benefits it can bring. For example, the food industry is characterized by cleanliness, kindness and delicacy, the real estate industry is characterized by warmth, humanity and environmental protection, and the pharmaceutical industry is characterized by health and safety. Brand logo design should reflect these characteristics well in order to give people a correct association.
"M" is just a very common letter, but in the eyes of many children, it is not just a letter, it stands for McDonald's, which stands for delicious, clean and comfortable. Logo is also "M", which is different from McDonald's rounded corners and soft colors. Motorola's "M" logo has sharp edges and prominent peaks to fully express the brand's high-tech attributes.
At present, the "wetdz Logo Creative Design Competition", which is collecting works, requires to design a brand-new logo for "wetdz" (non-Wujiang city). This symbol shows the spirit of pioneering, struggling bravely, emancipating the mind and being brave in innovation, as well as a brand-new image of openness, innovation and Excellence, which can be summarized as "intensification, agglomeration, development, science and technology, innovation and integration". As a contestant, if people can understand the characteristics and connotation of the development zone as soon as they see your logo, then this work is not far from success.
Two: concise and clear
In a material-rich society, there are so many brands that people will not deliberately remember a certain brand. Only those simple signs remain in people's minds.
As the most famous trademark in the world, Apple's "bitten apple" logo is simple, but it is unforgettable. There is also the red hook of Nike brand, which can be said to be the simplest logo, but it is everywhere and gives people rich associations. When we were young, we finished our homework and waited for the teacher's red hook, which represented correctness, praise and parents' smiling faces. When we grow up, this tick is still with us. When we sign up for the meeting and win the prize, even in our notebook, we should put a tick in front of the people who have been here or what we have done, which means smooth and perfect. It is said that the college students who designed this logo only got a reward of $35, but today, this hook is worth tens of billions of dollars.
Three. Applicability and expansibility
Logo design should not only have a sense of the times, but also be persistent. If you can't keep up with the times, it will be difficult to produce * * *. If it can't last, it will give people a capricious sense of confusion and waste communication costs.
The new logo launched by Starbucks has removed the green circle of the English word "STARBUCKS COFFEE" and expanded the mermaid logo. The relevant person in charge of Starbucks said that the reason for removing these words is to enrich the product line and broaden the channels, which are no longer limited to coffee.
Four: the design is beautiful.
Modeling should be beautiful, smooth, infectious, and maintain visual balance, so that logo design has both static beauty and dynamic beauty.
Pepsi's logo is a successful design model. The upper part of the ball is red, the lower part is blue and there is a white ribbon in the middle. The vision is very comfortable and smooth, and the white ribbon seems to be flowing all the time, which makes people feel like flying, which is consistent with the sensory enjoyment of comfort and flying after drinking Pepsi.
Five: the use of fonts and colors pays attention to strategy.
Fonts should first reflect the characteristics of products, for example, food brand fonts are mostly bright and smooth fonts to show the delicacy and happiness brought by food; Cosmetic brand fonts are mostly slender and beautiful to reflect the beauty of women; Most high-tech brand fonts are sharp and solemn to reflect their technology and strength; The fonts of male articles are mostly rough and strongly express male characteristics. Secondly, fonts should be easy to identify, and should not be left to consumers to guess, otherwise it is not conducive to communication. Thirdly, fonts should reflect individuality and form differences with similar brands.
In the use of color, we must first understand that different colors have different meanings, give people different associations and apply to different products. Of course, as an individual, people sometimes have different feelings about color. Because people's life experiences are different, red can also be associated with violence and terror, and white can also be associated with disease and death. Secondly, the same color will have different associations because of different regions, cultures and customs. Therefore, when entering different countries and regions, it is sometimes necessary to adjust the color according to local conditions.