LOGO: A foreign word called logo is a mark that indicates the characteristics of something. It uses simple, obvious and easily identifiable objects, graphics or text symbols as intuitive language. In addition to marking something and replacing something, it also has the function of expressing meaning, emotion and instructing actions.

LOGO can be divided according to the functions used: trademark, logo, logo, corporate logo, cultural logo, social activity logo, social welfare logo, service logo, traffic logo, environmental logo, mark, symbol wait. As a special way of intuitive connection between human beings, it is ubiquitous in social activities and production activities, and it is increasingly showing its extremely important and unique function. For example: national flag, national emblem, public place LOGO, transportation LOGO, safety LOGO, operation LOGO, etc., various major domestic and foreign events, conferences, sports games, and stamps of postal transportation, finance and trade, agencies, groups, companies and individuals, Signatures and other signatures almost all have logos that indicate their characteristics. As international exchanges become more and more frequent, the characteristics of LOGO, such as being intuitive, vivid, and not subject to language and text barriers, are extremely conducive to international communication and application. Therefore, international LOGO has been rapidly promoted and developed, becoming one of the most effective means of visual transmission. . Our developing China has already realized this! All units and individuals have realized the need to design a LOGO in the early stages of development.

LOGO has many characteristics. Here are a few points for everyone to understand: 1. Functionality

The essence of a LOGO lies in its functionality. Although it has ornamental value, LOGO is not mainly for people to appreciate, but for practicality. Has irreplaceable unique features. A legally binding LOGO has a special mission to safeguard rights and interests.

2． Recognizability

The most prominent feature of LOGO is that it is easy to identify. Displaying the characteristics of things and marking the different meanings, distinctions and attributions between things are the main functions of LOGO.

3. Conspicuousness

Significance is another important feature of LOGO. Except for invisible LOGOs, most LOGOs are set up to attract people's attention. Therefore, the colors are strong and eye-catching, and the graphics are concise and clear.

4. Diversity

LOGOs come in many types and have a wide range of uses. Regardless of their application types, composition forms, and expression methods, they are extremely diverse. Its application forms include not only two-dimensional, three-dimensional, concrete, imagery, and abstract graphics, but also those composed of colors. Most LOGOs are composed of a combination of several basic forms.

5. Artistry

The designed LOGO should have a certain degree of artistry. It meets both practical requirements and aesthetic principles. I personally advocate expressing individuality. Generally speaking, an artistic LOGO is more attractive and infective, giving people a strong and deep impression.

6． Accuracy

No matter what the LOGO is intended to explain or indicate, whether it is a moral or a symbol, its meaning must be accurate. In particular, labor logos must first be easy to understand and conform to people's cognitive psychology and cognitive abilities. Secondly, it must be accurate to avoid unexpected interpretations or misunderstandings, and special attention should be paid to taboos. It allows people to understand clearly and accurately in a very short time. This is the advantage of LOGO being superior to language and faster than language.

7. Persistence

Logos are different from advertisements or other promotional materials. They generally have long-term use value and cannot be easily changed.

Principles and steps for designing a LOGO:

Creative ideas, appropriate artistic expressions and concise and general expression techniques, so that it has a high overall beauty and obtains the best visual effect , is what I pursue when designing the LOGO. In fact, a LOGO is a condensed simple and easy-to-remember symbol.

1． First, we must first understand the object’s purpose of use, scope of application, relevant laws and regulations, and have a deep understanding of its functional requirements.

2． It is consistent with the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the target. Different countries, regions and ethnic groups are different.

3. The idea should be about specific issues and specific analysis, and strive to be profound, ingenious, novel, unique, accurate in meaning, and able to withstand the test of time.

4. The composition should be concise, beautiful and innovative while using white and keeping black. Graphics and symbols must be concise and summarized, as well as explain the problem.

5. The use of colors should be simple and varied. Color is based on specific meaning needs and specific analysis. Color has feelings, including: warmth and coldness, distance, weight, softness and hardness, etc. Colors also have emotions. One color can be divided into two emotions. For example, the positive emotions of red are vitality and hope; the negative emotions of red are danger and terror. In short, whether it is strong and eye-catching, or simple and solemn...it must be just right. The color should be determined based on the content. For example, blue is mostly used in electronics, communications, and technology. Green is mostly used in agriculture and forestry... Each color has its own characteristics, so I won't take up too much space here. You can communicate in private.

Introducing several LOGO positioning and conception techniques:

a. Simplified and summarized positioning:

1. Positioning based on the text of the name (Chinese, English, Pinyin )

2. Positioning with the graphics of the name (specific objects such as people, animals, plants, buildings, etc.)

3. Positioning with the graphics and text of the name

4. Positioning by the external characteristics of the representative object

5. Positioning by the internal characteristics of the representative object

6. Positioning by the performance of the representative object

7. Positioning from the perspective of highlighting the personality characteristics of the LOGO

b. LOGO conception techniques:

1. Presentation technique: using an image with typical characteristics that is directly related to the LOGO object and directly stating that the LOGO is stunning of. This method is direct, clear, clear at a glance, and easy to understand and remember quickly.

2. Symbolic techniques: Use graphics, text, symbols, colors, etc. that are somehow connected with the content of the LOGO to symbolize the abstract connotation of the LOGO object in metaphors, descriptions, etc.

3. Allegorical techniques: Use images that are similar to the meaning of the LOGO or have allegorical meanings to express the content and characteristics of the LOGO in a way that alludes, suggests, and indicates.

4. Simulation technique: a technique that uses images of things with similar characteristics to imitate or compare the characteristics or meaning of the LOGO object.

5. Visual techniques: Use concise and unique abstract graphics, words or symbols with no special meaning to give people a strong sense of modernity, visual impact or comfort, and attract people's attention And unforgettable. This method does not rely on graphic meaning but mainly relies on the visual power of graphics, text or symbols to express the LOGO.

To sum up, there are three forms of expression:

1. Representational form: basically faithful to the natural form of objective objects. After refining, summarizing and simplifying, highlighting and exaggerating its essential characteristics, it serves as a symbolic figure. This form is easily identifiable.

2． Image form: A form that takes the form of a certain object as the basic idea and expresses it in decorative, abstract graphics or text symbols.

3. Abstract form: A form expressed as completely abstract geometric figures, words or symbols. Such graphics often have profound abstract meanings, symbolic meanings or a sense of mystery. This form tends to have a stronger sense of modernity and symbolism, and is easier to remember.