Logo has become an important window for enterprises and groups to display their values ??and corporate culture. Among the many logo designs, there are many famous brands, but there are also some logo designs that are confusing to people. We have to admit that we have certain misunderstandings in logo design. Let’s analyze these misunderstandings, which can also be used as a reference in future designs.

Today, logos have become an important window for companies and groups to display their values ??and corporate culture. Among the many logo designs, there are many famous brands, but there are also some logo designs that are confusing to people. We have to admit that we have certain misunderstandings in logo design. Let’s analyze these misunderstandings and give some logo design tips, which can also be used as a reference in future designs.

First, the concept of logo is vague, confusing logo and general identification.

A logo is a mass communication symbol composed of a special text or graphic that conveys specific meaning and information in a concise and concise image in order to establish a specific image among the public. As a special visual language, it should have several most significant characteristics: First, it must be identifiable, using novel and unique images to distinguish it from numerous signs, attracting the crowd's attention and deepening their impression, in order to gain Recognition and recognition by the public; secondly, it must be symbolic. The logo must be able to symbolize the spiritual concept of the enterprise and reflect the specific image and spiritual outlook of the enterprise. Excavate the symbolic meaning of each graphic in the logo, and use specific images to suggest, metaphor, associate and highlight, so that the special information of the symbol is associated with the logo graphics, so as to achieve the purpose of transmitting information, shaping the image, communicating and receiving recognition. ; The third is to have a high degree of aesthetics. Aesthetics is an important factor in improving the charm of a logo, which determines people's selectivity when they first come into contact with a logo. A unique and beautiful logo can attract attention and generate interest at the same time. To close the distance with the company to which the logo belongs, the aesthetics of the logo are reflected in three aspects: the beauty of simplicity that is easy to recognize, the beauty of graphics, and the beauty of the ingenious combination of meaning and shape.

There is a clear difference between a logo and a logo. "Cihai" also specifically points out that a logo is only part of the meaning of a logo, which is equivalent to a mark. It does not need to have a unique symbolic meaning, but is a specific marker. . It is precisely because some designers equate the two that the logo has no symbolic meaning and cannot effectively convey the specific information of the company. Therefore, it can be concluded that it is one of the misunderstandings.

Second, companies regard logos as a form of fashion and consumption, resulting in shoddy logos with no meaning.

Many small and medium-sized enterprises did not form their own unique corporate culture and core ideas when they decided to make a logo. They just felt that "people have it, so do I" and regarded the design of the logo as a kind of consumption and fashion. , are not aware of the role and significance of the logo, or they know the value of the logo but do not know how the logo is designed. It is precisely because of the blind design of logos by companies that some designers make shoddy logos and deliver and collect money quickly. They completely ignore the impact of this logo on the company. Having such a logo is worse than not having it. This kind of logo design is the second misunderstanding.

Third, the logo design process is unscientific and not rigorous.

Scientific design procedures are the guarantee for the success of a logo. There is no absolute order and method for the logo design process. It usually goes through the following stages: 1. In the investigation and research stage, a logo design team is established, and through The company conducts comprehensive research and research to obtain relevant information about the company, which can be used as the starting point for logo design creativity to be targeted. 2. Design conception stage. In this stage, all the materials and information collected are sorted and summarized to form the core spiritual concept and find the creative breakthrough. 3. In the sketch design stage, creative ideas are summarized and expressed through artistic means according to the characteristics of the logo, and a number of design sketches are formed. 4. In the final draft stage, the design team selects the best plan from several sketches, deepens the design, and performs standardized production to form the final draft. 5. In the application feedback stage, apply the designed logo to various environments of the enterprise, conduct surveys, collect feedback information, and make adjustments when necessary.

Among these five stages, each stage is very important. Focusing on one and undervaluing the other will lead to design failure. However, in the design process, the investigation and research stage is often not paid enough attention. The investigation procedures are unscientific and the investigation direction is not comprehensive. As a result, the collected information is not informative enough, the company's core ideas are not refined accurately enough, and the design positioning deviates from the company's core ideas. In the future design process, even a skilled designer will not be able to design an excellent logo. This situation belongs to the third misunderstanding.

Fourth, the logos are similar and have poor recognition.

This should be a misunderstanding in the design method. Before designing the logo, many designers refer to a large amount of information to find graphics that are consistent with the logo design, and then do not specifically design the graphics. Due to the gender-based treatment, many logos have similar images and lack uniqueness, and some even simply plagiarize similar logos, changing their appearance and making them seem different. The correct design method is to rely on the designer's experience and accumulation, and use creative artistic processing to transform the core ideas of the enterprise into symbolic graphic symbols, and then screen these graphic symbols to select the most representative graphic symbols. , after processing, and arranged and combined to finally form the logo.

Fifth, there is a one-sided pursuit of novelty and the combination of logos is chaotic.

Logo is novel and unique, which is a major feature of the logo. However, some logos only emphasize the novelty and strangeness of the logo, while ignoring the meaning of the logo itself, thinking that as long as it attracts the public's attention, the task is completed. , in fact, it only plays an attention-grabbing role. A successful logo must also be endowed with graphic symbolic meaning to convey specific information and make the public accept and recognize it. Not only that, the weirdness of the logo also causes limitations in the arrangement and combination of the logo and the standard words. For example, it can only be arranged horizontally or vertically, which results in limitations in the use of the logo. In order to meet the needs of use in different environments, some logos and standards Random combination of words is not conducive to shaping a unified image of the company. It will also cause the public to doubt the company's management and damage the image of the company. This situation is not uncommon and should be regarded as the fifth misunderstanding.

Sixth, the logo color is improperly chosen and cannot reflect the industry characteristics and specific image of the company.

The color of the logo is usually used as the corporate image color. It must reflect the corporate philosophy and the sensory appeal of the image. Colors have certain meanings and emotional symbolic characteristics. Different colors can give people different associations. For example, red symbolizes the sun and flames, and blue symbolizes the sea and blue sky. When determining standard colors, use the associations generated by color perception to express the spirit and image of the company. For example, red symbolizes the sun and flames, which can be used to express the prosperity and vitality of the company. It also symbolizes the enthusiasm of the company’s people. , the prospect of corporate prosperity. However, in many logos, the symbolic meaning of standard colors is unclear, and there are too many colors, causing visual clutter. Therefore, determining the standard color, while reflecting the spiritual concept of the enterprise, should also determine the type and amount of color according to the scope and conditions of use of the logo. Generally, single color is the main color, and the color is heavier. Color combinations can also be used, but it should not exceed Three types.

In order to prevent us designers from making the same mistakes, we would like to share with you the top ten tips for logo design.

1. The logo does not need to indicate what the company does

The restaurant logo does not need to show food or the like, the dentist logo does not need to show teeth, furniture, etc. There is no need for a store logo to display furniture. Just using correlation doesn't mean you're not doing a good enough job.

The Mercedes logo doesn’t have a car, does it? Doesn’t the Virgin Atlantic logo not have a plane? The Apple logo doesn’t have a computer…and so on.

2. Not every logo needs a symbol

Sometimes what customers need is just a professional text logo. Don’t be afraid to ask your customers what they think.

3. Two-way processing

Remember, things will not always unfold as smoothly as you want. Your customers may have needs that you don't agree with. If this happens, try giving them what they want and then showing them how it would work better and why. If they've seen the results of your ideas, maybe they won't be so stubborn.

4. Sketch your idea

You don’t need to be an artist to sketch a good logo. Ideas may flow between paper and pen faster than mouse and monitor.

5. From small to big

If you are not sure how long it will take to complete the entire task, then estimate the time a little longer. A design project is like a construction project - many small elements are put together into a large whole that can withstand any unexpected situation.

6. Ditch the trends

Fashion trends come and go, and when you want to change into a pair of jeans or buy a new piece of clothing, that's okay. But when it comes to things related to your brand identity, longevity is key. When it comes to design, don’t follow the crowd. To stand out.

7. Use black first

Don’t add color until the last step of the design. No extensive use of gradients or colors will save a poorly designed logo.

8. Keep it appropriate

Designed for lawyers? Get out of the way of fun. Designed for a kids' TV show? Don't take it too seriously. I have to go on so you can get some outlines.

9. Simple logos help with identification

Keeping the logo simple allows you to flexibly adjust the size of the logo. That means your design can be displayed at an inch or so without losing any detail. You can look at the logos of some large companies, such as Mitsubishi, Samsung, FedEx, BBC, etc. Their logos all look simple and are easily identifiable.

10. There is one thing to remember

That is to read more and do more. If you have nothing to do, you can visit Witkey websites such as Global Design Network and find some bounty designs to make. Practice a lot and let your clients remember one thing about design, that is, all powerful logos have a single characteristic that helps them become eye-catching.