trademark design is highly valued by the design and business circles because of its highly concise graphics, rich meanings and decisive role in business. In the process of trademark design, enterprises, products, technology, environment and other factors should be comprehensively considered and analyzed. The characteristics of a trademark are determined by its function and form. It wants to make rich information more concise. A more general form, expressed in a relatively small space, while ensuring that observers can understand its internal meaning in a short time. What are the means of expression of logo design?

1. Representation technique: use the image with typical characteristics that is directly related to the logo object, and tell the logo that it is dumbfounded. This technique is direct, clear, clear at a glance and easy to understand and remember quickly. For example, it shows the image of the publishing industry as a book, the image of the railway transportation industry as a locomotive, and the image of the banking industry as a symbol graphic.

2. Symbolic technique: the abstract connotation of the logo object is symbolized by means of metaphor and description, using things, such as graphics, characters, symbols and colors, which are related to the logo content in a certain sense. For example, the crossed sickle and axe symbolize the alliance between workers and peasants, and the tall and straight seedlings symbolize the vigorous growth of children. Symbolic signs often use related images that have been recognized by social conventions as effective representatives. For example, pigeons symbolize peace, lions and eagles symbolize heroism, sun and moon symbolize eternity, pine cranes symbolize longevity, white symbolizes purity, and green symbolizes life. This method has profound implications, adapts to social psychology and is loved by people.

3. Implication means: use images that are similar to or suggestive of the logo to express the content and characteristics of the logo by innuendo, suggestion and indication. For example, the image of an umbrella implies moisture prevention, the image of a glass implies fragility, and the image of an arrow indicates the direction.

4. Simulation method: the method of imitating or comparing the characteristics or meanings of marked objects with images of things with similar characteristics. For example, Japan's All Nippon Airways uses the image of cranes spreading their wings to compare flying and auspicious, and Japan's Sagawa express bus uses the image of running characters to compare express mail.

5. Visual sense technique: The use of simple and unique abstract graphics, characters or symbols with no special meaning gives people a strong sense of modernity, visual impact or comfort, which attracts people's attention and is unforgettable. This technique does not rely on graphic meaning, but mainly depends on the visual power of graphics, words or symbols to express signs. For example, Isuzu Company of Japan takes two prisms as the symbol, and Li Ning brand sportswear takes the horizontal exaggeration of the pinyin letter "L" as the symbol. In order to make people identify the things marked, this sign is often accompanied by a small number of small characters. Once people agree with this sign, they can identify it by removing the small characters.