Corporate logos can be divided into corporate logos and product logos

Characteristics of corporate logos:

First, recognition

The other Second, systematicity

Third, unity

Fourth, image

Fifth, contemporary

Corporate logo design Operation process: Investigate the actual operating status of the company and analyze the current status of the company's visual design, which specifically includes the following status: First, the corporate philosophy and spiritual connotation and the company's overall development plan

Second, the company's operating scope, Product characteristics, service nature, etc.

Third, the company’s marketing status and market share

Fourth, the company’s visibility and reputation

Fifth, The expectations of business operators for the entire image strategy and visual identity style

Sixth, the current situation of the company's relevant competitors and industry characteristics, etc.

1. Establish a clear concept

2. Specific design performance

3. Meticulousness of logo work: First, meticulousness of logo details

Second, digitization of logo form: First, Checkering, the second is the proportional size marking method, the third is the arc angle marking method

The third is the diversification of logo forms: changes in line thickness; changes in positive and negative shapes; changes in color and black and white ;Various changes in points, lines, and surfaces (such as hollow bodies, meshes, points into surfaces, lines into surfaces, etc.); changes in form corresponding to different media; changes in shrinking or enlarging forms

Enterprise standards Corporate standard fonts are a font that combines the company name, corporate trademark abbreviation, event theme, advertising slogan, etc.

Enterprise standard font features: First, recognition

The second is readability

The third is design

The fourth is systematic

Types of enterprise standard characters: First, standard characters for enterprise names

Second, standard words for product or trademark names

Third, logo fonts

Fourth, standard words for advertising activities

Corporate naming or renaming: The corporate renaming plan has the following situations: First, the company name is completely changed, including basic visual elements such as existing standard characters and standard colors

Second, the company name is partially changed or simplified , and simultaneously launch new standard words and standard colors

Third, phased changes

Fourth, unify the company name and trademark brand name

Fifth, On the premise that the standard characters and standard colors of the company name remain unchanged, according to different use occasions, we develop changes to adapt to different situations, in order to achieve the feeling of form change

Standard character drawing method: Standard There are two commonly used methods for word drawing: one is the grid representation method

The other is the direct marking method

Enterprise standard color Enterprise standard color refers to the visual perception of the enterprise through color Convey and set colors that reflect the company's unique spiritual philosophy, organizational structure, operational content, marketing and style.

Development and setting of standard colors: Investigation and analysis stage: First, the company's existing Analysis of the use of standard colors

Second, analysis of the public’s understanding and image of the company’s existing colors

Third, analysis of the use of standard colors by competing companies

Fourth, analysis of public perception and image of standard colors of competing companies

Fifth, analysis of the relationship between corporate nature and standard colors

Sixth, analysis of market expectations for corporate standard colors

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Seventh, analysis of taboo colors such as religion, ethnicity, and regional customs

Concept setting stage: positive, healthy, warm, etc. (such as red); harmonious, warm, Willful, etc. (such as orange); bright, hopeful, frivolous, etc. (such as yellow); growing, peaceful, fresh, etc. (such as green); honest, rational, negative, etc. (such as blue) ; Noble, delicate, mysterious, etc. (such as purple); Heavy, classical, terrifying, etc. (such as black); Clean, sacred, pale, etc. (such as white); Ordinary, modest, medium gender (such as gray)

Color image stage: Through the setting of corporate image concepts and corresponding color concepts and keywords, the corresponding color image expression system is further established

Simulation test stage: First, psychological investigation of color associations with concrete objects, abstract emotional associations, and hobbies

Second, color visual perception

, memory, attention and other physiological effect tests

Third, the analysis and evaluation of physical factors such as technology, material, economy and so on during the production of color

Color management stage: This stage is mainly to make numerical specifications for the use of corporate standard colors, such as color symbols and printing color values

Implementation supervision stage: review and approve standard colors made of different materials; conduct proofing of printed matter Color correction; evaluation of product color; collection and arrangement of other usage data, etc.

Auxiliary graphics Auxiliary graphics are auxiliary visual elements in the corporate identity system, which include corporate styling, symbolic patterns and layout Three aspects of design

1. The design and application of corporate styling (also known as business characters, mascots, and commercial logos): Corporate styling is to strengthen and highlight the personality characteristics of the company or product. The designed cartoon characters, animals, plants, landscapes or other inanimate objects serve as specific symbols of the enterprise

Application of corporate styling: First, two-dimensional media, such as printed matter

Second, three-dimensional media, such as film and television media

Third, outdoor advertising and POP advertising, such as street signs and car bodies

Fourth, corporate public relations items and product packaging , such as gifts etc.

2. The design composition of corporate symbolic graphics: symbolic graphics are not purely decorative library cases, but an expanded connection between the basic visual elements of the company

The design of corporate symbolic graphics Theme: First, use the shape of the corporate logo as the development matrix

Second, use the meaning of the corporate logo or corporate philosophy as the development matrix

3. Layout design: general layout It includes three parts: the head, the center of the page, and the foot. The arranged content elements include the combination of basic elements in the visual identity system, the main text (text and pictures), corporate styling, etc., which are located in different positions on the page

Layout layout commonly uses two methods to express its structure: first, direct marking method

Second, symbolic marking method

The combination of the basic elements of corporate visual identity is based on the specifications of the specific media And the arrangement direction, and the different forms of combination such as horizontal arrangement, vertical arrangement, size and direction of the design

The content of the combination of basic elements: First, make the target separate from its background or surrounding elements, The set minimum required value of space

Second, the proportional size, spacing direction, positional relationship, etc. between the corporate logo and other elements

The combination of the logo and other elements, There are often the following forms: first, the combination of the logo with the Chinese name or abbreviation of the enterprise; second, the combination of the logo with the brand name; third, the combination of the logo with the full or abbreviated English name of the enterprise; fourth, the combination of the logo with the enterprise name or brand name and the enterprise. The fifth is the combination of the logo with the company name or brand name, corporate slogans, advertising slogans, etc.; the sixth is the combination of the logo with the company name, address, phone number and other information

Prohibited combination specifications : First, add other styling symbols to the standardized combination

Second, change the size, advertising, color, position, etc. of the basic elements in the standardized combination

Third, The basic elements have been processed outside of the standard, such as logo framing, three-dimensionalization, network linearization, etc.

Fourth, the standard combination has been changed such as character spacing, font deformation, flattening, and oblique direction

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Special fonts Special fonts include existing standard fonts and designated fonts

Standard fonts: mostly used for company names, product names, trademark names, etc.

Specified fonts: commonly used Department names, facility names, branch names and addresses, advertising content, official documents, etc.

Things to note when designing and selecting special fonts: First, investigate and sort out the scope, purpose, and usage of special fonts etc.

Secondly, when choosing a designated font, consideration should be given to coordinating the style with basic elements such as the logo and standard fonts

Thirdly, the type of font selected and the combination form of the text, The method should have certain rules and form a text system that is readable, reproducible, and identifiable