Zhonghui Design (Beijing Zhonghui Avenue Consulting Co., Ltd.) answers:

The logo is a very visual symbol. Due to the simplicity of the graphic symbol, it must have Only by being symbolic can the personality of the logo be vividly displayed.

1. Ideographic principles of logo design

A logo is a very visual symbol. Due to the simplicity of the graphic symbol, it must be symbolic in order to be vividly displayed. The personal image of the logo. Therefore, symbolism is the primary factor in logo design. Symbols occupy an important position in human social life. In a broad sense, symbols refer to using specific things to express some abstract concepts or thoughts and feelings. From the perspective of logo design, it is a main expression technique, which refers to the use of certain objects to express certain abstract concepts or thoughts and feelings. A specific concrete and abstract text or graphics to express similar or similar concepts, ideas and emotions. Symbol is a bridge between logo graphics and abstract thinking. It connects the minds of creators and recipients, promotes communication between the transmitter and the audience, and arouses excitement.

2. The Principle of Symbolic Accuracy

Through the observation and research on the logo shapes of domestic enterprises and institutions in various industries, it can be concluded that many logo designs have problems that appear to be "serious" but In fact, it is an "unclear" design issue. Often a logo may look gorgeous and modern in shape at first glance, but upon closer inspection, you will find that the symbolic elements in the logo have nothing to do with the theme of the logo. These problems all arise from the inaccuracies in the meaning of logo patterns and symbolic elements. In other words, the symbolic pattern chosen for this type of logo cannot most accurately convey the message of the logo proposition. Therefore, it is an important principle for a logo to express its meaning by finding the correct symbols and elements and ensuring that the symbolic patterns of the logo are closely related to and complementary to the information that needs to be conveyed. The wrong use of symbols and patterns must be avoided during the logo design process.

3. The principle of simplicity in conveying information

Many companies and institutions hope that the final logo will convey as much information as possible related to the company name and philosophy when they first seek logo design. ; This results in many logos looking very complicated, with bloated and complex shapes and structures. However, the human brain does not have the ability to quickly process and decompose complex patterns and information in a short period of time. When a pattern is too complex, our brains need a longer time to disassemble it one by one and distinguish what the individual elements in the pattern mean.

4. The principle of directness and generality of semantics

As can be seen from the logo design of Bank of China, the "copper coin" shape in the logo of Bank of China implies the concept of "wealth". A concept. In China, the use of copper coins to symbolize money and wealth is understood and recognized by everyone. The copper coin pattern has a direct and universal meaning and will not cause people to make wrong associations. Therefore, when using logos and symbols, attention should be paid to selecting graphics and patterns that most people can understand and accept, and care should be taken to avoid using difficult-to-understand patterns to convey information.

5. Design Standards for Logo Appearance

The appearance and form of a logo directly affect the function, communication power and favorability of the logo in people's eyes. To judge whether the design of a logo is qualified, we must not only examine whether the meaning and symbol of the logo are accurate, but also consider whether the shape and form of the logo are standardized and appropriate. The following reference standards can be used to judge the rationality of the logo shape.

6. Easy to understand

In the process of logo design, it is important to choose the correct symbol to express the concept in the logo proposition, but at the same time, we must also pay attention to how to use the symbol itself. The modeling form is rationalized and popularized. In principle, when designing symbolic forms, designers should focus on keeping the structure, color, and style of the form consistent with the concept that the sign wants to express, so that people can immediately associate the meaning of the sign with the help of the form. . Therefore, the design of the logo should be as simple and popular as possible; avoid "ambiguity" or incomprehensible phenomena in the shape of the shape, which will affect the establishment and dissemination of the corporate visual image.

7. Easy to Recognize

The recognition and recognizability of a logo are closely related to the structure and color of the logo. In terms of logo structure, the simpler the shape, the easier it is for observers to capture and discover, while the more complex the shape, the harder it is to absorb, digest and understand. Therefore, how to make the logo have unique aesthetic interest and be clear at any size and proportion will test whether the designer can effectively summarize, simplify and organize the form of the logo. At the same time, the logo should be selected in color. It also affects the recognition of the logo.

8. Visual impact

Visual impact is an indispensable quality for all works of art. Especially in graphic design, it is particularly challenging to create visual impact of static graphics because three-dimensional visual effects or sound effects cannot be used to express the theme. The logo itself usually appears on a plane with a smaller volume during use, so strong visual impact is one of the essential criteria for shaping the logo shape. However, visual impact cannot be generated only by noisy colors or bold shapes; a logo with stable form, quiet temperament, unique structure and simple color can also produce visual impact. Therefore, the most important thing in logo design is to be able to use and maximize a certain visual effect to create better visual tension.

9. Have formal beauty (temperament)

The shaping and grasping of formal beauty is the most testing part of the designer’s inner accomplishment and aesthetic taste in the entire logo design process, and it is also the most important part. The part that is difficult to develop and control. Generally speaking, if you want to create a logo with high formal beauty, you can start from three aspects - the harmony of form and color, the modernity of style and temperament, and the artistry of the overall design.

10. Innovation and Breakthroughs in Logo Design

On the basis of achieving an accurate and reasonable meaning of the logo and a harmonious and beautiful shape, innovation and change take the logo design to a higher level. The opportunities and challenges of the building. It breaks the traditional simple and single thinking pattern of logo design. It not only inherits the connotation of traditional logo design but also creates a new external form of expression. Creating innovation in logo design and making breakthroughs in metaphorical expression or modeling form are the highest principles and standards of logo design.