Logo design, the name of a design, refers to the act of designing logos for products, companies, websites, etc. for their own themes or activities. There is also a book with the same name.

LOGO is the English term for logo or trademark, which plays a role in identifying and promoting the company that owns the logo. Through the image of the logo, consumers can remember the company's main body and brand culture. There are various types of logo designs, including text logos, graphic logos, image logos, and logos combined with advertising slogans.

Three forms of expression of logo design

The promotion of logo application develops with people's business behavior and the rise of industrial and commercial enterprises. It uses the image of the enterprise , the trademark form of goods appears, its purpose is to convey the connotation of the company and the information of the goods to consumers in a concise and clear visual form, to facilitate people's identification and purchase, thereby establishing the public image of the company and expanding the popularity and popularity of the goods. Sale.

The logo design process is a creative process, which includes the creation of ideas and the creation of expressions. A successful logo design should be the product of an organic combination of creativity and performance.

The key to the hostility of logos lies in the word "qiao". Logos can be said to be a highly symbolic category in the visual arts. It uses metaphors or symbols. Express something directly or indirectly, and the word "qiao" of creativity reflects whether the chosen metaphors and symbols can reflect the connotation and essence of something.

The creativity of a logo is based on the design requirements, the synthesis, analysis, induction, and generalization of a certain idea. Through philosophical thinking, the abstraction is transformed into an image, and the design concept is gradually transformed from the descriptive language expression into Specific form-fitting design.

The creativity of a logo is to create an idea that allows viewers to understand the meaning of the logo through visual images (including concrete or abstract). Therefore, in the creative process of the logo. It is extremely important to select the typicality of the image and the appropriateness of the expression method.

The expression methods of logos include direct expression and indirect expression, which can be divided into the following three types.

Presentation method

The presentation method adopts the form of self-directed expression to make a clear and appropriate description of the enterprise, products, services, activities, etc., so people understand the expressed content and The nature is easier to understand and accept. This method is suitable for expressing relatively simple things such as content, products or services. The selected image should have a certain degree of representativeness and stability. Generally speaking, the representation method mostly chooses concrete graphics.

Sporting goods, libraries, and Wenlu stores are all places with relatively simple services. In the logo design, each representative visual graphic is selected and expressed directly using expressions to make the meaning of the logo clear and the content clear at a glance. .

Symbolic method

Symbolic method refers to the use of graphics (including concrete and abstract) to indirectly express things, or to express their quality and effectiveness; or to express their meaning, concepts, etc.

The symbolic technique of visual plastic arts uses a metaphorical or metaphorical image to express the essence or meaning of a certain thing. Therefore, the designer must first have a deeper understanding of the essence of the thing being compared before he can use it. Metaphorical images appropriately express design creativity and accurately convey specific information.

The method of understanding

The method of understanding refers to using graphics (including concrete shapes and abstract shapes) to express or extend a certain idea, connotation or essence to be conveyed from the side.

The cognitive method is suitable for expressing certain things that cannot be clearly expressed and do not have an exact symbolic image. The method of understanding is realized through introspective association. The techniques used are also symbols and metaphors, but the difference is. The method of understanding usually does not express it from the front, but uses some external images that seem to be irrelevant to the content conveyed to extend the visual meaning, thereby breaking a certain fixed routine and making the logo appear novel, unique and extraordinary. For example: the logo of a travel insurance company is an umbrella. It seems ordinary but it contains a lot of connotations. Umbrellas can protect against wind and rain, remind people of the trustworthiness of an insurance company, and thus create a favorable impression of the insurance company; at the same time, the umbrella reveals the nature of the insurance company's business.

This method of using metaphorical connotations of unrelated things has many examples in traditional Chinese culture. For example, in traditional Chinese New Year pictures, there are many homophones that symbolize and metaphor a certain meaning, turning abstract words into It is a visual image, such as "five blessings and longevity", "will surely go as you wish", "more than one year after another", "three Yangs will bring prosperity", etc.

These expression methods have different characteristics, but they are not completely separated when designing creatively. The combined use of these methods is a commonly used method in logo design.

The logo is the product of synthesis and generalization, and the product of the combination of classics. Combining two unrelated graphics gives it new meaning and creates a new structure, and the reconstruction of this graphics is synthesis and reconstruction.

The creativity of the logo is to seek breakthrough points among numerous graphics, text and conventional structures with various meanings. Recombine various visual elements that are very familiar and common to people, create individuality, and turn the ordinary into novelty.