the first principle: the graphic principle of design. When people do visual recognition, the sensitivity of recognizing graphics is much stronger than that of recognizing characters. Therefore, most successful logo designs are mainly based on graphics. Even though some of them are composed of characters, whether in Chinese or English, some graphic processing is needed to make them have graphic characteristics before they can be recognized. Without a graphical text LOGO, the brain recognizes it based on its understanding of the text content, and the speed of graphical recognition is much higher than that of text content recognition, because the latter needs a series of processing by the brain to finally understand, while the graphics are basically a perceptual recognition, so the two differences are very significant.
the second principle: the principle of simplicity means that LOGO design should not be ambiguous, that is, it is easy to be misunderstood. The design does not contain the meaning "the more the better", and it seems that it does not have profound "connotation". In fact, it carries enough. If it tries to express more rich content in performance, it will make the core connotation it expresses vague and weaken each other with too much content.
the third principle: the principle of individuation. If the logo design loses its individuality, it can be said that it has lost its meaning of existence. Individuality is an important indicator to make the logo recognizable. Those designs that are familiar to thousands of people can hardly leave any impression on the viewer's cerebral cortex, and then disappear in memento mori after the information explosion. Wave your hand without taking away a cloud.
the fourth principle: the positioning principle of design. The positioning of logo design originates from the brand positioning, and logo design must conform to the brand positioning. A misplaced expression is obviously a failure. Not every logo should be designed to be "high, big and high" as the ultimate goal. What is more important is whether the logo most appropriately reflects the brand concept and image, and the most appropriate one is the best.
the fifth principle: the principle of originality. It is not difficult to imagine that a LOGO lacking originality, unless the creator copied other logos, at least shows that it lacks personality and is easy to "crash" with other brands. The direct result is that it is difficult to pass the trademark registration because it is too similar to other brands' logos, and even leads to infringement and legal disputes. Make the client bear huge losses in time and cost.
the sixth principle: the principle of ease of use. If a LOGO is excellent in other aspects, but it is difficult to make when it is used or the production cost is high, the development of the brand will be hindered and the bottleneck will be encountered.
Seventh principle: the abstract principle of LOGO design. In a sense, abstract graphics have a wider imagination space because of their uncertainty. A thousand people have a thousand Hamlets. If it is too concrete, it greatly limits the imagination of the audience, and this imagination can continuously enrich the brand connotation. A famous example is that the original designer of Apple LOGO "didn't think so much" when conceiving it. But later, with the development of the brand, all kinds of stories were mixed in, but as long as this imagination is reasonable and harmless to the brand, Jobs also "does not explain", so let everyone continue to imagine.
the eighth principle: the aesthetic principle. A beautifully designed logo is easy to make people feel good about it, and then it will make people feel good about the brand it endorses. On the contrary, an ugly logo will make people feel disgusted and avoid it, and its role will only be counterproductive.
ninth principle: the design of stability principle should avoid "fashionable" design, because the more fashionable it is, the shorter its life cycle may be, and it will soon become outdated. Ensuring that the logo is applicable for a long time without being "outdated" will play a good role in the stable development of the brand.
Tenth principle: Extensibility principle Logo design has good applicability in all stages of brand development if it has strong extensibility, otherwise, it may limit the development of the brand. For example, Wahaha brand has a clear positioning, but later Wahaha Group set foot in the field of adult clothing and real estate, which makes people feel a bit strange. However, if a new brand is used, everything will not benefit from the original painstakingly managed brand accumulation.