Whether it is a concrete figure or an abstract figure, it is based on all macro and micro images in nature and all images created by people in productive labor. Graphic trademark logo design can use famous mountains and rivers, celestial phenomena and geography, flowers, birds, fish and insects, birds and animals, clothing, food, housing and transportation as design themes. Therefore, it is not restricted by language, text and region. As long as people recognize the graphics, they can call out the trademark logo. name or a basic understanding of its meaning. Therefore, graphic trademarks and logos are the most widely used trademarks and signs in the world.

Concreteness refers to a specific image. However, the specific image in a concrete trademark is no longer a purely natural image, but a highly generalized, symbolic and patterned image. Therefore, in the design of concrete graphic trademark logos, natural expression techniques are generally not used, but natural forms should be used as prototypes to summarize, refine, select and change, so that they have typical image characteristics and distinctive personality characteristics. After the designer's artistic processing and conception creation. Form a new visual image that expresses the connotation of the industry or product. Representational methods and imagery methods are usually used in design. These two expression methods are also suitable for the design of text and comprehensive trademarks.

1. Representational method

The representational method aims to directly reflect the obvious perceptual image, and creates an artistic image to indicate the nature of the product or corporate group.

1. Directly express the image of the product

The trademark of a German light bulb manufacturer's "H" brand light bulb; the trademark of a French tool manufacturer; the trademark of an American lock-making company (Figure 89) are all among the trademarks The product image appears directly. This kind of product image is not purely natural, but a highly summarized, refined, regularized and patterned image.

2. Express the image of the product brand name

The logo of the Canadian HAAs rope factory uses the image of a rope to shape the initial letter "H" of the brand HAAs; the trademark of the British Seagull shirt uses a set of gradient seagull images. It directly indicates the brand name of the product; the trademark of China's "Butterfly Brand" cosmetics uses a refined butterfly image to shape the brand's initial pinyin letter "H"; the trademark of Taiwan's Jixiang Brand tiles directly uses an elephant to indicate the name of the product. ,brand.

This type of trademark is transformed into a specific graphic according to the literal meaning of the corporate brand name. Make it clear at a glance.

3. Expressing the content and nature of the business operated by the company

The logo of the American publisher Houghton Mifflin uses the image of three books in different directions to indicate the business content of the publisher; the pure wool logo of the International Wool Bureau Use a ball of yarn to illustrate the properties of this unit. The American Academy of Motion Picture Arts and Sciences' logo uses the image of film and stars to illustrate the direction of the academy's talent training. Such trademarks and logos have no direct connection between the name and image of the company, but express the content and nature of the business operated by the company through the image of the trademark and logo.

2. Imagination method

Use something imaginary that is associated with it to symbolize the business philosophy of the product or company. Usually metaphors, descriptions, hints, etc. are used to express the content of trademark signs.

1. Symbolic method: Use things that have a certain meaning and are connected with the brand and connotation of the trademark as symbolic forms to directly express the individual characteristics of the trademark mark.

The logo of a certain peace group (PEACEC0RPS) uses the image of an olive branch in hand to illustrate the nature of the group. The trademark of a German life insurance company, with the image of protecting a candle with hands. When a person reaches old age, he or she is already in his or her twilight years, and should participate in insurance to protect his or her life in his later years. Symbolizes the service purpose of the insurance industry. The logo of an American savings bank uses two hands joined together. The image forming a "tree" symbolizes that both parties will surely achieve something if they cooperate sincerely.

2. Simulation techniques: Use "personification" or "objectification" techniques to imitate and compare the characteristics and connotation of a specific thing to express products or corporate concepts.

The logo of the American insurance company uses two five-pointed stars, one large and one small, transformed into the image of an eagle protecting a small eagle. The little eagle is very safe under the feathers of the eagle, which is the connotation of using animals to compare the insurance industry; similarly, the trademark of the Swiss Nestlé food company also uses the same "skeuomorphism" technique, using the motherly love of an old bird to carefully feed the little bird. , comparing the business philosophy of the company and the excellent quality of the food; the trademark of the DIxI waste paper shredder uses a monkey to simulate the actions of not listening, not seeing, and not speaking, indicating that after the document is processed by the machine, there will be no writing, and it is safe and confidential. Reliable, this is an anthropomorphic approach.

3. Metaphorical method: Use the image of something with a certain similar meaning to compare or metaphor the connotation of a certain product or enterprise. Generally, well-known idioms, stories or legends are used as the carrier of metaphor.

The logo of the Municipal Bank of Argentina uses the image of three superimposed chickens to metaphor the simple concept of chickens laying eggs and eggs laying hens increasing in cycles. It explains the profit-making characteristics of banks.

The trademark of the Golden Rooster alarm clock produced in Shanghai, China, takes the symbolic meaning of "the cock crows to tell the time", indicating that the alarm clock is accurate.

The logo of the Canadian Reinstatement Agency uses the dual meanings of birds dropping into the forest and residual leaves as a metaphor for the agency’s functions and service purposes.

The logo of the General Administration of Customs of China uses a key as a metaphor for the country's gate and a scepter to represent sovereignty. The logo composed of the two is a good representation of the nature of "customs".

The logo of the China Arts and Crafts Corporation uses patterns found in painted pottery from China's primitive society, which means "real gold is seen in fire", indicating that China's arts and crafts have been tempered and perfected for a long time.

4. Metaphoric method

This type of trademark often uses people or things that can represent a specific historical tradition or geographical environment as a carrier to symbolize the long historical tradition of the product or company or the unique regional customs where it is located, and to induce consumers Produce a sense of authentic, authoritative identity, or a sense of novelty in an exotic locale.

The logo of Air Canada consists of the initial letter G of Canada and a maple leaf. The maple leaf is the symbol of Canada and the national microcosm of Canada. Many Canadian logo designs are variations of the maple leaf.

The trademark of Kentucky Fried Chicken in the United States. The image of Sanders, the founder of Kentucky Fried Chicken, represents the authenticity and long tradition of the product, origin, quality and long tradition. The brand names and characteristics of China's Zhang Xiaoquan scissors, Sheng Xifu hats, Tianjin Goubuli steamed buns, Beijing roast duck, etc. also reflect the creation of specific brands by specific regions, specific traditions, and specific people.

The logo of Wellswager Bank, located in the western United States, is a Mustang. Using the Mustang as a metaphor symbolizes the pioneering spirit of the American people in developing the West, which is courageous, hard-working and hard-working.