1. Good-looking

Trademarks are first for people to see. If there is no good visual effect, no matter how well you do it, it will be useless. But looking good is not casual, you must first do these things.

a) Be clear about the brand’s positioning, identify the target audience, including consumers and information recipients, and judge based on the aesthetics of the target audience.

b) Conceive the main application scenarios of the trademark, and make it look good in the main scenarios. For example, for an Internet company, its main scene is on various web pages, which is somewhat different from traditional offline advertising channels.

2. Simple and clear

There is a proverb "The simplest is the best" (the simplest is the best), which is very appropriate when used in the principle of trademark design. Simple content is eye-catching, easy to remember, and easy to apply. The specific methods are:

a) The use of simple patterns in design, such as Nike's check mark, gives people a simple and bright impression;

b) Langlangshang The short pronunciation of mouth, such as Didi, Coca-Cola, etc. will leave a deep impression.

c) The use of numbers in trademarks will also have simple and direct effects, such as 58.com, 36氪, etc.; of course, the risk of trademark registration being rejected with pure numbers is higher, except for particularly well-known brands. In addition to historical preservation, do not take this risk when registering a new trademark in urgent need of commercial use;

d) The use of single Chinese characters in trademarks, such as Qipai Men's Clothing, Tiger Brand Tiger Balm, etc.;

e) The use of compound words in trademarks, such as Dingding Rental, Dangdang.com, etc.;

3. Identification

The identification of trademarks is mainly the symbolic attribute of the trademark . What kind of impression a trademark can convey to users from graphics to names is a relatively abstract and subjective judgment process. Here we can pay specific attention to the following aspects:

a) See if we can find some specific shapes and color combinations that can give a high overview of this industry;

b) This summary in the design Whether the derivation conforms to the target group's fixed imagination of this industry, and whether it is easy for them to understand;

c) Identification is very important for professional industries, departments and institutions, and for comprehensive enterprises and government departments It's relatively weak or even unnecessary.

4. Uniqueness

Just like a person's name, the design of a trademark must be unique, otherwise the trademark will lose its meaning to the public like "Xiao Ming".

a) First of all, it is "unique". There are no similar trademarks. If a logo makes people feel that it is similar to other logos, it will lose its "recognition" function. Then even if it looks good, it cannot be regarded as a good one. sign.

b) The second is "special", which means emphasizing the distinctiveness of the trademark. The trademark design should be cleverly conceived, break the rules and be unique.

For example, to this day, when people see the "dragon", they will think of China, because it is very different from the symbols of other nations. This uniqueness is a symbol.

5. Meaningful

Trademarks must have specific meanings and expressions, which is the highest requirement for trademark design. If the first four aspects are all about the shape of the trademark, then the "meaning" is to make the trademark have a soul. "Meaning" is the key to the connotation of a trademark, and it is also the core of brand communication. Specifically, you can grasp the meaning of trademarks from the following points.

a) has a beautiful meaning. For example, for a quasi-circular trademark, you can use related meanings such as unity, perfection, tolerance, integration, and globalization; and if it is a semicircle, you can also use enterprising, hard work (pursuit), etc. to connect it.

b) There is a touching story. Use trademarks to trigger the brand story behind it, such as Lao Gan Ma. When you look at the logo, you will be reminded of the spicy legendary story, which will naturally bring about rich brand communication.

Giving meaning to a trademark may seem like an easy task, because human imagination is unlimited. But if the trademark and meaning can be naturally combined, or even integrated naturally, it will require a lot of effort. This is related to the planning of the entire brand, and requires systematic and professional involvement. It must not be a fantasy. I hope the answer to the graphic trademark query on Social Standard Network can help you.