1. Accuracy of idea expression. Logo should fully embody the visual design language from content to form in design, which can accurately show the characteristics of clothing industry and enterprises, and show the personality, connotation and market positioning of clothing brands. The information conveyed by the logo is consistent with consumers' association, clear and clear, clear at a glance, in line with people's cognitive psychology, and easy to identify and remember.

2. Unique originality. Logo excavates the inherent characteristics of clothing brand in the design, strengthens the differences with other brands, finds the attribution of the clothing brand, and reflects its style and taste. Therefore, the form and meaning of the logo pay attention to uniqueness and novelty in design, pursue individuality and make it have infinite vitality.

3. It has visual artistry. In addition to the practical function of accurately spreading information, signs should also have artistic attraction and appeal in design, reflecting the modernity of diversified clothing. Therefore, it is required to be beautiful and unique in modeling, with good visual impact and affinity, giving people visual pleasure and enjoyment, and reflecting the communication needs of the new era.

4. Convenience of production, use and management. Signs in a certain range, displayed in different environments, publicized in different media, and made of different materials should have identification function.