The logo is the core part of the brand image (commonly known as: logo in English) and is an identification symbol that indicates the characteristics of things. It uses simple, significant, and easily identifiable images, graphics, or text symbols as intuitive language. In addition to expressing what it represents and replacing what it represents, it also has the function of expressing meaning, emotion, and instructing actions. Logo design is not only the design of practical objects, but also the design of graphic art. It has similarities with other means of graphic art expression, but also has its own artistic rules. It must embody the aforementioned characteristics in order to better perform its functions. Because the requirements for its conciseness, generalization, and perfection are very strict, that is, it must be so perfect that it is almost impossible to find a better alternative, and its difficulty is much greater than any other graphic art design.

Logo design features:

1. Functionality

The essence of a logo lies in its functionality. Although artistically designed logos have ornamental value, the logo is not primarily for viewing, but for practicality. Logos are an indispensable intuitive tool for people to carry out production activities and social activities. There are signs for human use, such as public place signs, traffic signs, safety signs, operation signs, etc.; there are flags and emblems for countries, regions, cities, nations, families, etc.; there are signs for social groups. , enterprises, benevolence and activities, such as emblems, monograms, factory logos, social logos, etc.; there are trademarks dedicated to certain commodities and products; there are also trademarks dedicated to collective or personal belongings, such as seals, signatures, monograms, etc. Signing, branding, etc. all have unique and irreplaceable functions. Signs with legal effect have a special mission to safeguard rights and interests.

2. Recognition

The most prominent feature of logos is that each has a unique appearance, is easy to identify, shows the characteristics of things, and marks the different meanings of things. The distinction and attribution are the characteristics of the logo. Main functions. Various signs are directly related to the fundamental interests of the country, groups and even individuals, and must not be similar or confused with each other to avoid misunderstandings. Therefore, the logo must be distinctive, recognizable at a glance, and unforgettable.

3. Conspicuousness

Conspicuousness is another important feature of signs. Except for invisible signs, most signs are set up to attract people's attention. Therefore, strong and eye-catching colors and concise and clear graphics are the common characteristics of logos.

4. Diversity

There are many types of signs and a wide range of uses. They are extremely diverse in terms of their application forms, composition forms, and expression methods. Its application forms are not only flat (almost any flat surface of material can be used), but also three-dimensional (such as reliefs, garden sculptures, arbitrary-shaped three-dimensional objects, or special styles of packaging, containers, etc. used to make signs, etc.). Some of its forms of composition directly use objects, some are composed of text symbols, some are composed of concrete images, images or abstract graphics, and some are composed of colors. Most logos are composed of a combination of several basic forms. In terms of means of expression, its richness and diversity are almost difficult to summarize, and with the development of science and technology, culture, and art, there is always innovation.

5. Artistry

All designed unnatural signs have a certain degree of artistry. It meets both practical requirements and aesthetic principles. Giving people a sense of beauty is the basic requirement for their artistry. Generally speaking, artistic logos are more attractive and infective, giving people a strong and deep impression. The high degree of artistry of logos is the need of the times and the progress of civilization. It is the embodiment of people's increasingly higher cultural literacy and the needs of aesthetic psychology.

6. Accuracy

No matter what the logo is supposed to explain or indicate, whether it is a moral or a symbol, its meaning must be accurate. First of all, it must be easy to understand and conform to people's cognitive psychology and cognitive abilities. Secondly, it must be accurate to avoid unexpected interpretations or misunderstandings, and special attention should be paid to taboos. It allows people to understand clearly and accurately in a very short time. This is the advantage of logos over language and faster than language.

7. Durability

Unlike advertisements or other promotional materials, logos generally have long-term use value and cannot be easily changed.

8. Aesthetics

Logo design is not just a symbol. The real meaning of a logo is to express a complex object in a concise form in a corresponding way. Logo is a "little piece" in design, but it is also the most difficult in design. It has the selective characteristics of using small to see big, using less to win more, and using one to make ten.

Logo design creates a polysemous form through clever combination of text and graphics, which is more concentrated, stronger and more representative than other design requirements. The outstanding performance lies in the visualization of the design summary, which is characterized by simplicity, conciseness, and distinctiveness, making it clear at a glance; it is concise, accurate, and lively and interesting, and it has the effect of conveying ideas in real time.

9. Uniqueness:

Uniqueness is the most basic requirement for logo design. The formal rules and particularity of logos are to have their own unique personalities and not allow the slightest similarity. This makes the design of logos must be unique, concise and prominent, pursuing the creation of a distinctive visual experience and leaving a deep impression on people. impression. Therefore, the most basic requirement for logo design is to be able to distinguish it from existing logos, and should try to avoid similarities in names and graphics with various existing logos that have been registered and used. Only signs that are creative and have their own characteristics can have vitality. The more distinctive the personality of the logo, the stronger the appeal of the visual expression.

10. Attention:

Attention is the visual effect that a logo should achieve. An excellent logo should be attractive and give people a strong visual impact. Because only by attracting people's attention can the information conveyed by the logo have an impact on people. In logo design, focusing on contrast and emphasizing the sharpness and vividness of the visual image are important formal elements that generate attention. In particular, public logo design not only requires strong visual impact in conventional environments, but also requires the ability to maintain strong visual impact in various environmental conditions. Trademark design also requires that a good visual image of the trademark be maintained in various applications, so that the trademark can play a positive role in highlighting the brand, whether on the packaging of goods or in publicity in various media.