Different properties expressed by signs
According to the statistical principle, signs are the names used to explain the overall unit characteristics.
1. Quality mark
2. Quantity mark.
3. Signs of attributes and characteristics. For example, Deng's new definition of information: information is a collection of attribute signs (signs) of things; Inverse Wiener information definition, information is information, and information is the mark of matter, energy, information and its attributes.
According to the variation of signs
1. Invariant signs
2. Variable signs
According to the basic components
1. Text signs: Text signs are directly composed of words in Chinese, foreign languages or hanyu pinyin, and are combined with the prefixes of Chinese pinyin or foreign words.
2. Graphical signs: signs represented by geometric or pictographic patterns. Graphic signs can be divided into three types, namely, concrete graphic signs, abstract graphic signs and concrete abstract signs.
3. Graphic-text combination logo: Graphic-text combination logo integrates the advantages of text logo and graphic logo, and overcomes their shortcomings.
signs and trademarks
1. Signs are both two-dimensional (plane) and three-dimensional (three-dimensional).
2. About the relationship between marks and trademarks: According to the Trademark Law.
2.1. Visibility signs (including words, graphics, letters, numbers, three-dimensional signs and color combinations, and combinations of these elements) that can distinguish one's own goods (including services) from others' goods can be applied for registration as trademarks. The logo of an application for registration of a trademark shall have distinctive features and be easy to identify, and shall not conflict with the legal rights previously obtained by others.
2.2. However, the following signs shall not be used as trademarks:
(1) identical with or similar to the national name, national flag, national emblem, military flag and medal of the People's Republic of China, and identical with the name of a specific place where the central state organ is located or the name and figure of a landmark building;
(2) identical with or similar to a foreign country's name, national flag, national emblem or military flag, unless it is approved by the government of that country;
(3) identical with or similar to the name, flag and emblem of an intergovernmental international organization, except with the consent of the organization or not easily misleading the public;
(4) identical with or similar to the official marks and inspection marks indicating the implementation of control and guarantee, unless authorized;
(5) identical with or similar to the names and symbols of the Red Cross and the Red Crescent;
(6) having ethnic discrimination;
(7) exaggerating publicity and being deceptive;
(8) It is harmful to socialist morality or has other adverse effects.
the names of administrative divisions at or above the county level or foreign names known to the public shall not be used as trademarks. However, unless the place names have other meaning or are part of collective trademarks or certification trademarks; Registered trademarks using geographical names shall remain valid.
2.3. The following marks shall not be registered as trademarks unless they have been marked and easy to identify after use:
(1) Only the common name, figure and model of the commodity;
(2) directly indicating the quality, main raw materials, function, use, weight, quantity and other characteristics of the goods;
(3) lacking distinctive features;
(4) where an application for registration of a trademark is made with a three-dimensional mark, the shape that is only produced by the nature of the commodity itself, the shape of the commodity that is necessary to obtain a technical effect or the shape that makes the commodity have substantial value shall not be registered.
The color information of the first patented trademark in China spreads faster than the visual impact of points, lines and people. It is introduced into people's eyes at the speed of 3, kilometers per second, which is a voice advertisement. Its "fast" function is used in some cars that indicate "emergency" and "danger", such as red fire trucks and white ambulances, and it has the function of highly reminding people of their vigilance and attention.
in the process of name design, it is particularly important to use color feeling and association information to stimulate consumers' psychological association and desire and build their own brand personality. For this reason, brand designers must seriously study and study the feelings of color, the warmth and coldness of color, as well as the sense of color lightness, softness, area, space and taste.
The feeling of color refers to the different psychological hints brought by the hue, chroma and lightness of different colors. The colors that brand designers need to master feel the feelings of colors
Red-warm, exciting and warm
Yellow-neutral, noble and quiet
Green-neutral, energetic, youthful, peaceful and quiet
Blue-gives people a cold, quiet and profound feeling
White- The middle color between purple, blue and warm colors gives people a cool feeling. Cyan is cool; Green is a cool color.
the sense of color
the color with strong lightness feels light, and the color with weak lightness feels heavy, that is to say, it gives people a light feeling, and the dark color gives people a heavy feeling.
Soft and hard feeling of color
Warm and bright colors feel soft and soft, while cool and dark colors feel hard and firm.
sense of area of color
Dark colors give people the feeling of small area.
the sense of space of color
the color with strong lightness feels far away, and the color with weak lightness feels close.
Taste of color
Yellow, blue and green give people a sour feeling, white, milky yellow and pink give people a sweet feeling, brown, dark green and black give people a bitter feeling, and red gives people a spicy feeling. Warm color series gives people a warm and happy feeling; cool color series gives people a cool, cold and quiet feeling. If cold and warm colors are used together, it gives people the impression that warm colors expand outward and move forward, while cool colors shrink inward and move backward. Understanding the color law is of great practical value for choosing brand names with outstanding colors.
color association refers to what consumers think when they come into contact with a certain color, including thoughts, feelings and the form of things. Investigation and analysis
logo logo is not only a combination of graphics or words, but also a standard visual symbol for enterprises based on the composition structure, industry category and business philosophy of enterprises, and fully considering the objects contacted by the logo and the application environment. Before the design, we should 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. The important function of the logo, that is, identification, is based on a full grasp of the competitive environment.
factor mining
factor mining is a further preparation for design and development. Based on the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics of the logo are listed, the related graphic elements are excavated, and the direction of logo design is found, so that the design work is targeted, rather than the aimless combination of words and graphics.
design and development
with a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work 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 the design elements into the design. The logo must be profound in meaning, obvious in characteristics, atmospheric in shape, stable in structure, and suitable for enterprises, so as to avoid being conventional or popular. The emphasis or appearance reflected by different signs will be different. After discussion, analysis or modification, find out the signs suitable for enterprises.
logo correction
The logo determined in the proposal stage may not be perfect in detail. After the revision of different forms of the logo, such as standard drawing, size correction, black-and-white application and line application, the use of the logo is more standardized, and the characteristics and structure of the logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication. Identifiability
Identifiability is one of the important functions of corporate logo. Under the market economy system, the competition is intensifying, and the information faced by the public is complicated, and all kinds of logo trademark symbols are numerous. Only the symbols with distinctive characteristics, easy identification and memory, profound meaning and beautiful shape can stand out among the peers. It can be different from other enterprises, products or services, and make the audience leave a deep impression on the enterprise, thus enhancing the importance of logo design.
leading
logo is the core of enterprise visual communication elements, and it is also the leading force for enterprises to spread information. In the visual identification system, the shape, color and application mode of logo directly determine the forms of other identification elements, and the establishment of other elements is centered around logo. The leading position of the logo is the concentrated expression of the business philosophy and activities of the enterprise, which runs through all the business activities of the enterprise and has an authoritative leading role.
identity
symbol represents the business philosophy, cultural characteristics and value orientation of the enterprise, reflects the industrial characteristics and business ideas of the enterprise, and is a concrete symbol of enterprise spirit. The public's recognition of the corporate logo is equivalent to the recognition of the enterprise. The logo cannot be divorced from the actual situation of the enterprise, violates the purpose of the enterprise, and only works in a superficial form, losing the meaning of the logo itself and even having a negative impact on the corporate image.
implication
with the continuous spread of enterprise management and enterprise information, the connotation represented by the logo is increasingly rich, and the business activities, advertising, cultural construction and public welfare activities of the enterprise will be accepted by the public, and will be portrayed in their minds through the memory of the logo. After a long period of time, when the public sees the logo again, they will think of the products they have purchased and the services they have received, thus connecting the enterprise with the public and becoming a connecting enterprise. The essence of the functional
sign lies in its functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to watch, but for practicality. Signs are an indispensable intuitive tool for people to carry out production activities and social activities. Signs are used by human beings, such as public places signs, traffic signs, safety signs, operation signs, etc. There are national, regional, urban, ethnic and family-specific flags and emblems; For social organizations, enterprises, benevolence and activities, such as emblem, logo, factory logo, social logo, etc.; Having a trademark dedicated to a commodity product; There are also items dedicated to the collective or individual, such as chapter, signature, flower pledge, signature, branding, etc., all of which have irreplaceable unique functions. Signs with legal effect have a special mission of safeguarding rights and interests.
identification
The most prominent feature of signs is that they have their own unique features and are easy to identify. It is the main function of signs to show the characteristics of things themselves and indicate the different meanings, differences and ownership between things. All kinds of signs are directly related to the fundamental interests of the country, groups and even individuals, and must not be similar or confused with each other, so as not to create an illusion. Therefore, the logo must be distinctive, recognizable at a glance and unforgettable.
Significantness
Significantness is another important feature of signs. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong and eye-catching colors and concise and clear graphics are the characteristics of signs.
Diversity
There are many kinds of signs with a wide range of uses, which are extremely rich in diversity in terms of their application types, composition forms and means of expression. Its application forms are not only plane (which can use almost any substance), but also three-dimensional (such as relief, garden carving, arbitrary three-dimensional objects or special patterns of packaging, containers and so on). Its forms of formation include direct use of objects, writing symbols, concrete, imagery or abstract graphics, and color. Most signs are composed of several basic forms. As far as the means of expression are concerned, its richness and diversity are almost difficult to outline, and with the development of science and technology, culture and art, it is always innovating.
artistry
All designed unnatural signs have a certain degree of artistry. It conforms to both practical requirements and aesthetic principles, and gives people a sense of beauty, which is the basic requirement for its artistry. Generally speaking, artistic signs can attract and infect people more, giving people a strong and profound 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.
Accuracy
No matter what a sign is to explain or indicate, 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 signs are better than language and faster than language.
durable
signs are different from advertisements or other promotional materials, and generally have long-term use value and are not easily changed.
logo design principles
logo design is not only the design of practical objects, but also a graphic art design. It not only has similarities with other graphic arts, but also has its own artistic rules. It must embody the above-mentioned characteristics in order to better play its functions.
It is much more difficult than any other graphic art design, because it requires conciseness, generalization and perfection, that is, it is almost impossible to find a better alternative.
1. The design should be carried out on the premise that the purpose of use, applicable scope and relevant laws and regulations of the design object are clearly understood and its functional requirements are deeply understood.
2. The feasibility of its realization must be fully considered in the design, and corresponding design methods should be adopted according to its application type, materials and manufacturing conditions. At the same time, we should also take into account the visual effects when it is applied to other visual communication methods (such as printing, advertising, imaging, etc.) or when it is enlarged or reduced.
3. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target.
4. The conception must be carefully pushed forward, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning and able to stand the test of time.
5. The composition should be concise, beautiful and conformable (suitable for the form of its application).
6. Graphics and symbols should be concise, general and artistic.
7. The color should be simple, strong and eye-catching.
8. following the law of logo art, creatively exploring the appropriate artistic expression forms and techniques, and tempering the precise artistic language to make the designed logo have a high overall aesthetic feeling and obtain the best visual effect are the criteria pursued by logo design art.
Aesthetic
Logo design is not only a symbol, but the real meaning of a logo is to express a complex object in a concise form in a corresponding way. Logo is a "sketch" in design, but it is also the most difficult in design. It has the selective characteristics of seeing the big from the small, winning more from the few, and taking one as ten. Logo design creates a polysemous form through clever combination of words and graphics, which is more concentrated, stronger and more representative than other design requirements. The outstanding performance lies in the visualization of design generalization, which is characterized by simplicity, conciseness and distinctiveness, making people clear at a glance; Concise, accurate, lively and interesting, it has the effect of conveying ideas immediately
1. The shape of graphics is beautiful
Logo design should reflect the artistic needs in a small scope, give people a beautiful and moving image, and must have a harmonious and pleasing image. Graphics are an important part of the logo and can not be ignored in the design.