(1) definition: to represent the enterprise with specific and clear shapes and patterns, reflecting the connotation and external image of the enterprise.
(2) Characteristics of corporate logo
1. Identifiability: This is the basic function of corporate logo. Enterprise logo is a visual symbol representing an enterprise, so it must reflect the unique style of the enterprise, have strong visual impact and communication power, and can be quickly recognized and distinguished from other enterprises (especially similar enterprises).
2. Leadership: Corporate logo is the core of corporate visual communication elements, and corporate logo, as a necessary component, has always been in a leading position in the development design of various elements of the visual identity plan.
3. Identity: The corporate logo represents the concept of the company, the scale of the company, the content of its operation and the characteristics of its products, and is a symbol of the company. Therefore, the public's recognition of the corporate logo is the recognition of the enterprise. Once the corporate logo is confirmed, it must not be changed arbitrarily for a period of time, otherwise it will cause confusion in corporate image recognition, weaken consumers' confidence and bring negative effects to enterprises.
4. Modelling: Modelling also reflects the aesthetic requirements of corporate logo. The quality of logo modeling, whether the font and pattern are beautiful directly reflect the grade of the enterprise and its goods (services), and also affect consumers' confidence in the quality of the enterprise's goods and their recognition of the enterprise image.
5. Extensibility: Corporate logo is the most widely used and frequently appeared visual communication element. Under the premise of not violating the principle of corporate logo identity, all kinds of variant designs extended from the standard form of logo are suitable for different media, large and small occasions, production materials and processing technologies to produce appropriate performance effects. For example, the enterprise logo is in the form of white, wireframe and line, and the visual correction is enlarged and reduced.
6. Systematization: As the core element of corporate visual communication, corporate logo needs to be combined with other basic elements, such as standard words of corporate name and corporate symbol patterns. This combination specification embodies the systematization, standardization and standardization of enterprise logo application, and strengthens the systematization of enterprise visual image communication.
7. Times: Faced with the rapid development of science and technology, rapidly changing lifestyle, fast-moving industrial and commercial activities, increasingly updated social ideas and changing fashion, enterprises in the real society must regularly review and improve their corporate logos to meet the requirements of the times, embody the spirit of the times, and avoid the rigidity and obsolescence of corporate visual image.
(3) Theme of corporate logo design
1. Theme of corporate brand name (corporate name)
2. Theme of corporate name initials
3. Theme of corporate name (brand) meaning
4. Theme of corporate culture and business philosophy
5. Theme of corporate business content and product modeling <
(2) Types of trademark forms
1. word mark
2. Graphic trademark
3. Combination trademark
4. Non-image trademark
(3) Elements of trademark
1. Image (pattern, text, etc.)
2. Name (reading)
3. Representative
3. Documentary
4. Protective
5. Registration
6. Publicity and beautification functions
7. Establishing and improving corporate brand awareness
(5) Key points of trademark design
1. Function first, form is functional service, and attention is paid to communication function
2. Choose suitable figures, animals or plants to make figurative illustrations, and through approachable and lovely modeling, we can capture the visual focus, create a strong impression of memory and shape the modeling symbols recognized by enterprises. Secondly, the visual identification system has a social impact through different channels, establishes corporate image, expands corporate visibility and achieves good social effects. For example, the world's top luxury car brand "BMW" contains the brand spirit and car taste of "BMW" no matter from its Chinese name "BMW" with excellent sound and meaning or its blue and white propeller logo. "BMW" company first started to produce aircraft engines, and the high-speed rotation of the aircraft propeller drew a fan-shaped arc on the background of blue white clouds, summarizing the "BMW" logo with four blue and white blades. The translation of "BMW" is unique, and "horse" is an object carrying tool, in which the concept of car is obvious; A word "treasure" can't help but create a beautiful imagination for horses, because "BMW cars" have existed since ancient times. The vivid visual brand image of "BMW" is refreshing. For decades, "BMW" company has been evolving and changing, but the theme of blue and white propeller has always been the same, which has become an inseparable part of its entrepreneurial spirit, showing the charming charm of its brand culture and achieving great commercial success.
In addition, visual recognition can accelerate the infiltration of culture and improve the cohesion and appeal of enterprises. Just as the descendants of the Chinese people will think of their motherland whenever and wherever they see the five-star red flag, they will have a sense of pride and belonging. Because the five-star red flag conveys the traditional culture of China and the call of the motherland to the people. Similarly, an excellent corporate visual identity system can form a specific cultural circle, so that the inside and outside of the circle can form a cohesive force and appeal around the center.
The introduction of corporate visual identity system needs the continuous sublimation of corporate culture, and corporate image is an objective embodiment of corporate identity. No matter in which industry field, the influential corporate image, its internal corporate culture and external visual performance always set off each other and complement each other. The self-evaluation of enterprises is consistent with the public cognition, which makes the business demands of enterprises more easily recognized by consumers, thus enhancing the influence of enterprises. Therefore, when the enterprise initially establishes the image planning and visual identification system, it can only simply shape the image characteristics that the enterprise subjectively hopes to have. With the continuous growth and development of enterprises, the new image system must be constantly considered from the overall situation, and the overall planning should make the corporate image complete and reasonable. In other words, the construction of enterprise visual identification system is a long-term project. It is constantly optimized on the basis of the continuous accumulation and promotion of comprehensive strength and the continuous sublimation and improvement of corporate culture.
the core of Haier's corporate culture is innovation. It is a distinctive cultural system that has emerged and gradually formed during Haier's 2-year development. "Innovation", along with Haier's development from scratch, from small to large, from large to strong, from China to the world, Haier culture itself is constantly innovating and developing. With the continuous growth of Haier, the new logo of the enterprise came into being. Compared with the original logo, the new logo continues the brand culture formed by Haier's years of development and emphasizes the sense of the times. Through simple, natural, harmonious and fashionable design, Haier's corporate logo is endowed with new connotation, making it the spiritual bearing of Haier's new development stage. The whole font logo is balanced in movement, which means "stability in change" Fully embody and continue Haier's corporate culture.
it can be seen that the continuous optimization and improvement of corporate visual identity system requires enterprises to persistently and step by step learn from and absorb excellent corporate culture, constantly strengthen new spiritual connotation, realize the improvement of corporate image in the process of continuous self-improvement, and give corporate image new cultural connotation. Realize the new harmony and unity of the two. A, fully convey the corporate philosophy.
B, eight principles: corporate visual design must satisfy people's psychological feelings and move people with feelings.
C, nationality principle: different countries and different regions have different cultures, so visual identity design must convey national personality.
D, concise, abstract and dynamic principles.
E, the principle of employee participation: VI development should fully involve employees, so as to stimulate the accumulation and sense of identity.
F, legal principle: the image should meet the requirements of high standards and intellectual property laws.
G, artistic principle, personality principle. It means to conform to the local customs and habits, be accepted by the local people, not violate taboos, have clear sustainability and visibility, be targeted and fashionable in design, and lay the foundation for becoming an international famous brand.
(3) 3E principle
3E means that VI design should meet the development and production requirements of Engineering, Economics and aesthetics.
Engineering: it refers to the ability to develop and create enterprise personality systems in engineering.
Economics: it refers to creating unique sales value in economics.
Ethics: it means to enhance the image of corporate brand in aesthetics.
(4) The principle of legality
The symbol system designed by p>VI cannot violate the legal provisions of the state and relevant industries.