1. Design positioning 1. Visual effects; technology, green environmental protection, pursuit, stability, and image. 2. Design vocabulary: technological, international, graphic culture, decorative. 2. The design theme is high-tech, green and natural. First write down your idea, such as using Chinese characters or deformations of English letters, pictograms, etc. Finally, summarize the overall idea of ??the logo. Let’s first analyze the new logo design of Li Ning. The new logo of Li Ning brand not only inherits the visual assets of the classic LN, but also abstracts Li Ning’s original Li Ning cross action, and uses the herringbone to interpret sports values. The brand manager of Li Ning Company explained: Everyone is encouraged to express themselves and realize themselves through sports. The new logo has cleaner lines, a tougher silhouette, and is more dynamic and powerful. Principles of logo design: 1. Creative excellence; 2. Concise modeling, prominent personality, focusing on shape, emphasizing the irreplaceable and important role of shape in logo design. Simple and concise graphics can highlight their pure visual personality under the impact of complicated and numerous information, strengthen the visual effect of graphics, and maximize the unique artistic effect of the logo. 3. Easy to identify and easy to apply. The key point is to facilitate the repeated elaboration of the shape of the logo. It can more accurately reflect the creative idea of ??the logo. Its concise and unique shape can leave a clear impression on the viewer, so it is easy to recognize and remember. , which is unforgettable. At the same time, because of its rational and standardized shape, it is easy to enlarge it to a giant billboard or shrink it to a business card or envelope. Conceptual techniques of logo design 1. Pictographic technique Pictographic conceptual technique is to use highly summarized and refined concrete images for design. It has distinctive image characteristics. In the conceptual technique of pictographic logos, it can be divided into representational categories. and symbolic categories. a. The representational category has a distinct and specific perceptual image for direct reflection, so it is easy to identify. b. The image category uses metaphors to express the design ideas that logo graphics want to express, creating an artistic image with symbolic meaning. 2. Font design techniques use Latin letters and Chinese fonts as the main body of design expression. Since the Latin alphabet has concise, comprehensive, unique, and varied logo forms, it usually only uses one or two letters or a Chinese character for combination changes. Such as the hyphenated logos of Bank of China, Coca-Cola, and McDonald's. These logos are designed and expressed with words. The focus of this kind of logo design is mainly on the design of glyphs, so designers need to use vivid and flexible word construction forms to create them. The unique personality of the font gives people a different visual experience. In order to strengthen the personality, you can add pictographic or abstract graphics in front or in the middle of the font. 3. Geometric techniques In the expression techniques of logo design, concrete expression has many advantages in performance, but it cannot express certain abstract ideas and feelings, especially in the small space of the logo. At this time, it is more difficult to express It can only be expressed with the help of geometric shapes. When designing and creating, designers abstract the characteristic feelings of the expression objects, and then use purely rational points, lines, surfaces, and bodies to form an abstract beauty, which often has a stronger sense of modernity and symbolism, and has a high sense of memory value. Geometric signs have disadvantages that are difficult for people to understand. a. Inorganic shapes Inorganic shapes are graphics that are all composed of straight lines, diagonal lines and other linear shapes that are both directional and powerful. They have formal psychological characteristics such as solemnity, straightness, toughness and force, and can give people a strong sense of rationality. and calm visual experience, suitable for expressing a specific design theme. b. Compared with inorganic graphics, the line structure of organic graphics is mainly varied curves, which have formal psychological characteristics such as lightness, liveliness, vividness, and smoothness, giving people a strong sensibility and passionate vision. Compared with inorganic graphics, I feel that it has greater compositional flexibility and adaptability, and the range of expression is also wider.