Are there any design principles for the trademark of the design company? What is the design process? Xiaobian shares the well-organized company logo design with everyone, welcome to read, for reference only! What principles should be followed in trademark design

1. Identifiability

Identifiability is the most basic function of a trademark. Due to the special nature and function of trademarks, the formal rules and special requirements of trademarks are determined, that is, they have their own unique personalities, and the slightest similarity is not allowed. American stylist Arnheim Rudolph said? The content of any kind of work must go beyond the individual appearances contained in the work. ? In other words, the image of the work must be attractive. Make people's understanding concentrate in the direction that the author needs. The vivid image has a strong visual impact, giving people a psychological aftertaste and getting a psychological enjoyment in the aftertaste. Trademarks can have functions and functions that enterprise names don't have. Although names can make people understand, they can never establish a clear, powerful, fixed and unified image in people's minds. Only creative trademarks with their own characteristics can have vitality, as bright, eye-catching and powerful as flags. The more distinctive the personality, the stronger the appeal of visual expression, the deeper the stimulation, and the longer it will last.

2. Communicative

Modern trademarks not only serve as symbols of commodities, but also convey certain meanings and clear information through trademarks, leaving a beautiful and unique impression on the public. This? Meaning? And? Information? From the designer's deep understanding of all aspects of the enterprise, including the business philosophy, scale history, product performance, use, sales target, price, production technology, etc., choose the most representative one? Point? Use exaggeration, generalization, metaphor or suggestion to create a symbolic artistic image. The creation of visual image is based on meeting consumers' psychological needs, which must be visual and readable. We should study, understand, master and use their psychological needs, express them through silent images, and pour them out in their vision and psychology to achieve the purpose of attracting customers. In this sense, trademarks are as exact as signals and easy to understand and identify.

3. Aesthetic

Schiller said: On the one hand, it conforms to nature, on the other hand, it conforms to ideal, and this is beauty.

Because of the different artistic forms and social functions of trademark design, its thinking method, expression means, artistic language and aesthetic point of view are different from general artistic creation. The biggest characteristics of trademark aesthetics are: conciseness, readability and easy to remember. Because people's perception has a certain load limit, they have the functions of selectively accepting and transmitting environmental stimuli and defending against rejection. That is to say, vision only accepts what it is interested in. The contact between people's vision and objects is fleeting, and the ability of vision to recognize images is restrained by time and speed. Speed and time require people's vision to recognize objects quickly, and they are introduced into the brain to leave memories, which requires images to have concise and clear visual effects and visual appeal. Jane, don't lose this in simplicity and emptiness; Numerous, can't flow in the complicated and trivial. Conciseness contains richness, simplicity changes, complexity seeks simplicity, and richness seeks simplicity.

Trademark pattern is the main artistic language that generates attraction, which has the following features? Shelf competition? Strong expressive force plays an important role in beautifying and promoting commodities. If you copy the natural form, you will inevitably lose the expressive power of the trademark. Only by constantly controlling the pursuit in art can you make your work have a distinct, strong stimulus, vivid and simple intuition.

4. Adaptability

Trademarks are widely used in visual communication design, with the highest frequency. Facing the challenges of different materials, different technologies and different conditions, the form of expression should be suitable for the changes of black and white and color, positive and negative shape, enlargement and reduction, and wireframe hollow body. The purpose of standardized operation is to establish the authority of systematic and standardized use of regulations.

5. epochal

Corporate trademark stamp is the core of corporate image. It is not only the guarantee of product quality, but also the basis for identifying goods. It represents a kind of reputation, which has been cultivated by enterprises for several years, decades or even hundreds of years. The prosperity of economy, the intensification of competition, the change of life style and the trend orientation of fashion require that trademarks must adapt to the times. One way is to abandon the old trademark, redesign it and appear with a brand-new look. This kind of redesign may cost a lot economically, and only through repeated publicity through advertising media can we re-establish our image. The other way is to gradually transform and improve the old and reputable trademarks on the basis of the original trademarks, with the passage of time, which is not only continuous, easy to identify, but also endowed with a sense of the times, so that people can unconsciously accept new trademarks. The law of this evolution is from concrete to abstract, from complex to concise, making it modern and international. The process of trademark design and logo design

1. Investigation and analysis

A trademark and logo is not only a combination of graphics or words, but also a standard visual symbol formulated for an enterprise according to its composition structure, industry category and business philosophy, and taking into full consideration the contact objects and application environment of the trademark and logo. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, which are important basis for the design and development of trademarks and signs.

2. factor mining

factor mining is a further preparation for design and development. Based on the analysis of the survey results, we will refine the structural types and color orientation of trademarks and signs, list the spirit and characteristics that trademarks and signs should embody, dig up relevant graphic elements, and find out the direction of trademark and sign design, so that the design work is targeted, rather than the aimless combination of words and graphics.

3. Design and development

With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development can be carried out from different angles and directions. Through the designer's understanding of trademarks and signs, give full play to his imagination, and use different expressions to integrate design elements into the design. Trademarks and signs must be profound in meaning, distinctive in features, atmospheric in modeling, stable in structure, and suitable for enterprises in color matching, so as to avoid being conventional or popular. Different trademarks and signs reflect different emphases or appearances. After discussion, analysis or modification, find out the trademarks and signs suitable for enterprises.

4. Logo amendment

The details of the trademarks and logos determined in the proposal stage may not be perfect. After the revision of different forms such as standard drawing, size correction, black-and-white application and line application, the use of trademarks and logos will be more standardized, and the characteristics and structures of trademarks and logos will not be lost when used in different environments, so as to achieve unity, order and standardization. What is the content of trademark design? Manufacturers should know the composition of trademark design:

1. The composition of trademark.

the laws of different countries have different provisions on the composition of trademarks.

as stipulated by the cis countries, the constituent elements of a trademark can be words, graphics, three-dimensional, combination or other forms. according to the American trademark law, any literature, symbol or sign, or the combination of these things can be used as the constituent elements of a trademark. At present, a few countries in the world also list the special styles of packaging and containers as the constituent elements of trademarks, allowing registration.

Due to the increasingly fierce competition in trademarks, some foreign manufacturers try their best to be unconventional in trademark design to attract customers, and they have launched odor trademarks and audio trademarks. Electronic data trademark, transmission trademark, etc., some countries such as Romania's trademark law have stipulated that color, product shape or its packaging, sound, etc. can be used as legal trademark components. However, most countries have not yet implemented legal protection for the above-mentioned forms of trademarks. The Trademark Law of China stipulates that a trademark shall be written in words. Graphics or their combinations, in addition, other forms can not be used as elements of Chinese trademarks.

2. distinctive features of trademarks.

the uniqueness or identifiability of a trademark is a distinctive feature. No matter whether it is words or graphics or the combination of words and graphics, it must be novel in concept and unique in style, which is enough to distinguish it from other similar trademarks.

3, the color of the trademark.

the color of a trademark is of great significance to a trademark. Color is not a legal constituent element of a trademark, and generally it cannot be used independently as a constituent element of a trademark. However, color is a part of the whole trademark, and it is one of the important signs that distinguish a trademark from other businesses.

if a trademark needs to change its color after registration, it will be regarded as a change of the trademark graphic, and a new application for registration must be made. Because the trademark color is of great significance to improve the efficiency of advertising, many well-known trademarks have specified the color when registering.

4. Characters and graphics of trademarks

Some characters and graphics are forbidden to be used as trademarks, and countries have different regulations on prohibiting trademarks, so we should pay attention to their differences.

due to the different customs, social and cultural backgrounds of different countries, some trademarks commonly used in one country or loved by consumers may not be suitable for use in other countries. In terms of trademark design, it seems that an international norm has been formed, that is, when choosing the words, graphics and colors of trademarks, avoid using things that are forbidden by the selling country or taboo by consumers.

If the national flag of Sweden is blue, the country bans blue as a trademark. If blue is used as a trademark, it will be regarded as disrespectful to their country, and naturally it will be difficult to obtain registration: Arab countries forbid yellow, and French people think that spades are a symbol of the dead. Trademarks with this pattern will not be allowed to be registered. Italians regard chrysanthemum as the national flower, Japanese regard chrysanthemum as a symbol of royalty, and neither accept the words and patterns of chrysanthemum as registered trademarks, while Latin American countries regard chrysanthemum as a demon flower and are not allowed to register trademarks with chrysanthemum patterns.

5. Name of the trademark.

many countries ban geographical names as trademarks, because geographical names are often considered to lack distinctive features.

6. Copyright protection of trademarks.

the protection of trademarks includes the protection of trademark rights with property significance and the protection of trademark rights closely related to the identity of a specific person. The copyright protection of trademarks belongs to the protection of personal rights.

the above is the company logo design provided by xiaobian. I hope you can like it!