Logo design is also a conceptual symbol of logo design, and it is a sign that shows the characteristics of things. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language. Besides what it represents and replaces, it also has the functions of expressing meaning, emotion and indicating actions. The process of logo design 1, investigation and analysis-logo is not only a combination of graphics or words, but also a standard visual symbol for enterprises according to their composition structure, industry category and business philosophy, taking full account of the objects contacted by the logo and the application environment. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of the logo. Understanding competitors is also an important step, and the identification of signs is based on a full grasp of the competitive environment. Therefore, we will first ask customers to fill out a logo design questionnaire. 2, factor mining-factor mining is to make further preparations for the design and development work. Based on the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics that the logo should embody are listed, the relevant graphic elements are excavated, and the design direction of the logo is found, so that the design work is targeted, rather than the combination of aimless words and graphics. 3. Design and development-with a comprehensive understanding of the enterprise and a full grasp of the design elements, you can design and develop from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or performances. After discussion, analysis and modification, find out the logo suitable for the enterprise. 4.Logo modification-the logo determined in the proposal stage may not be perfect in details. We have modified the standard drawing, size modification, black-and-white application and line application of logo to make it more standardized, and at the same time, the characteristics and structure of logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication. Logo design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, which makes people naturally associate with logos when they see them, thus generating a sense of identity with enterprises. Signs are closely related to the operation of enterprises. Logo is an essential element in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark". Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of the enterprise, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. [Edit this paragraph] Logo design principle Logo design is not only a practical design, but also a graphic art design. It not only has similarities with other graphic arts, but also has its own artistic laws. To give full play to its functions, it is necessary to embody the above characteristics. Because of the strict requirements for simplicity, generalization and perfection, that is, perfection is almost impossible to find a better substitute, which is much more difficult than any other graphic art design. 1. The design shall be carried out on the premise of clearly understanding the purpose of use, scope of application and relevant laws and regulations of the design object and deeply understanding its functional requirements. 2. The design must fully consider the feasibility of its realization, and adopt corresponding design means according to its application form, materials and production conditions. At the same time, we should also consider the visual effect when it is applied to other visual communication modes (such as printing, advertising, imaging, etc.). ) or zoom in and out. 3. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target object. 4. Creativity must be carefully scrutinized, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning and stand the test of time. 5. The composition should be concise, beautiful and conformable (suitable for its application form). 6. Graphics and symbols should be concise, general and artistic. 7. Colors should be simple, strong and eye-catching. 8. Follow the artistic law of logo design, creatively explore appropriate artistic expression forms and techniques, and temper precise artistic language, so that the designed logo has a high overall aesthetic feeling and obtains the best visual effect. In addition to the general design art rules (such as decorative beauty, order beauty, etc. ), logo art has its own unique artistic law: symbolic beauty: logo art is a graphic design art with unique symbolic artistic characteristics. It refines and processes the forms, symbols (including words) and colors of things from nature, society and people's ideas, making them into graphic symbols with complete artistry, thus distinguishing them from decorative paintings and other artistic designs. To some extent, logo graphic symbols have the simplicity, aggregation and abstraction of text symbols, and sometimes even use ready-made text symbols directly, but they are different from text symbols. It is embodied in the form of "graphics" (ready-made text symbols must be transformed by graphics), which is more vivid, artistic and recognizable. Symbolic beauty is the most important artistic rule in logo design. Logo art is the art of graphic symbols. Characteristic beauty: Characteristic beauty is also a unique artistic feature. Logo graphics reflect not the individual characteristics (personality) of a single thing, but the essential characteristics (* * *) of similar things as a whole, that is, the category characteristics. Through the artistic strengthening and exaggeration of these characteristics, the artistic effect of * * * knowledge can be obtained. This is very different from other plastic arts in obtaining touching artistic effects through flesh-and-blood personality portrayal. However, its expression of the * * * characteristics of things is not unified and conceptual. The same * * * characteristics can and must have different personality forms in different designs, thus having unique artistic charm. Beauty of simplicity: compact composition and concise graphics are the principles of structural beauty that logo art must follow. Signs can not only be used alone, but also often used in various visual communication tools such as documents, promotional materials, advertisements and images. Symbols with concise beauty can not only show their own independent and complete symbolic beauty in any visual communication (regardless of size), but also have a strong decorative aesthetic feeling for visual communication. Simplicity is not simple, and the beauty of concise structure can only be obtained through refined artistic refinement and generalization. The beauty of simplicity: the language of logo art must be simple and simple, and should not be messy. All dispensable and usable graphics, symbols, words and colors are resolutely not used; All the details of non-essential features are resolutely eliminated; What can be expressed by one artistic means does not have to be expressed by two; There will never be much that can be expressed by one bit, one line and one color. High simplicity and beauty are the difficulties of logo design art. Characteristics of logo design 1. Functionality: the essence of logo lies in functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to see, but for practicality. Signs are indispensable intuitive tools for people to carry out production activities and social activities. Signs are used by human beings, such as public place signs, traffic signs, safety signs and operation signs. Having flags and badges unique to countries, regions, cities, races and families; Used in social organizations, enterprises, charities and activities, such as emblem, logo, factory logo, social logo, etc. ; There are special trademarks for commodities; There are also articles dedicated to collectives or individuals, such as seals, signatures, flower pledges, signatures, branding, etc. , has an irreplaceable unique role. Signs with legal effect have a special mission of safeguarding rights and interests. 2. Identifiability: The most prominent feature of the logo is that it has its own unique characteristics, is easy to identify, shows the characteristics of things, and shows the different meanings between things. The main function of signs is to distinguish and belong. All kinds of signs are directly related to the fundamental interests of the country, the group and even the individual, and must not be identical or confused with each other, so as not to create an illusion. Therefore, the logo must be distinctive, clear at a glance and unforgettable. 3. Salience: Salience is another important feature of a sign. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong eye-catching colors and concise and clear graphics are the characteristics of the logo. 4. Diversity: There are many kinds of signs, which have a wide range of uses. From the perspective of their application forms, composition forms and means of expression, they are extremely rich and diverse. Its application forms are not only plane (almost any substance can be used), but also three-dimensional (such as relief, garden carving, packaging and containers with any three-dimensional objects or special patterns, etc.). Its forms include direct use of objects, writing symbols, figuration, imagery or abstract graphics and colors. Most symbols consist of several basic forms. As far as the means of expression are concerned, its richness and diversity are almost hard to describe, and it is always innovating with the development of science, technology, culture and art. 5. Artistry: All unnatural signs of design have a certain degree of artistry. It conforms to both practical requirements and aesthetic principles. Giving people a sense of beauty is the basic requirement for its artistry. Generally speaking, art signs can attract and infect people more, giving people a strong and deep impression. The high artistry of signs is the need of the times and the progress of civilization, the embodiment of people's higher and higher cultural literacy and the need of aesthetic psychology. 6. Accuracy: No matter what the logo is to explain or show, whether it is a meaning or a symbol, its meaning must be accurate. First of all, it should be easy to understand and conform to people's cognitive psychology and cognitive ability. Secondly, we should be accurate, avoid unexpected explanations or misunderstandings, and pay special attention to taboos. People can see clearly and accurately in a very short time, which is the advantage that sign language is better than language and faster than language. 7. Persistence: Unlike advertisements or other promotional materials, signs generally have long-term use value and are not easily changed.

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