Logo, in the final analysis, serves enterprises and brands. A logo should make people perceive what the brand does and what benefits it can bring. For example, the characteristics of the food industry are cleanness, friendliness, and deliciousness, etc., the characteristics of real estate are warmth, humanity, environmental protection, etc., and the characteristics of the pharmaceutical industry are health, safety, etc. Brand logo design must well reflect these characteristics in order to give people the correct impression. association.
In order to create a totem talisman designed for the soul, it can show profound spiritual connotation and artistic appeal in every square inch, giving people a feeling of tranquility, softness, fullness and harmony, and achieve moisturizing. Things are silent. Brand LOGO design must follow the following four design rules.
1. Novel, unique and full of personality
Brand logo is used to express the unique character of the brand, and it is also used as a unique mark. In order for consumers to recognize the brand's unique quality, style and emotion, the company's logo design must be distinctive, novel, unique and original, showing the brand's unique personality. Special attention should be paid to trademarks to avoid being similar to other brands’ logos, let alone imitating other people’s designs. To achieve this, designers must thoroughly understand the relevant connotations of the brand. Creativity is the fundamental principle of logo design. To design a highly visible visual image, you must be good at using exaggeration, repetition, rhythm, meaning and abstraction techniques to make the designed trademark easy to recognize and remember.
The IBM (International Business Machines Corporation) logo can be recognized by people around the world with its unique blue color. The thick, steady and calm blue letters convey the trustworthy and unshakable power that the company eagerly hopes to highlight. Paul Rand designed the logo of this great brand in 1956, using a rarely used typewriter font from the 1930s known as "City Medium". This geometric, rigid, serifed font is very similar to the previous Futura logo design line. The original logo designed by Paul Rand was updated in the 1970s and became the striped shape we see today. Today, it is still novel, unique and very personal.
2. Concise and clear, easy to understand and convey
Trademark is a visual language that requires an instant effect, so the logo design is concise, clear and eye-catching. Avoid complicated patterns and excessive subtlety. This requires designers to reflect the ingenuity of conception and refinement of techniques in the design, and pay attention to clarity and eye-catching, suitable for various use occasions, so that it can be exquisite and ingenious when viewed up close, and clear and eye-catching when viewed from a distance, from all angles and all directions. They all seem to have better recognition. At the same time, company logo designers must also consider the communication effect of the trademark in different media to achieve convenience and consistency of communication.
Coca-Cola can be said to be a model in this regard. \"Coca Cola\" has a unique printed handwriting and is powerfully eye-catching and unforgettable. It is so vivid, friendly and intuitive; its dynamic form Seems so kind and cute. For more than a century, the distinctive trademark pattern with the graceful and special Spencer cursive name, driven by an overwhelming and powerful advertising campaign, has become popular all over the world and has endured for a long time.
3. Keep pace with the times and inherit history
As the times change or the brand itself develops, the content and style reflected in the company’s logo design may not keep pace with the times. It is not consistent with the changes in the brand, so the trademark should also be innovated and keep pace with the times. At present, many big brands in the world, in order to conform to the spirit of the times and lead the trend, have resolutely abandoned outdated visual symbols, clearly demonstrated to the audience the spirit of brand innovation, breakthrough and pursuit of excellence, and adopted trademarks with strong visual expression to enhance the brand. competitiveness. Of course, to keep pace with the times, we need to inherit history and highlight national style. Because only things that can inherit history and highlight national style can easily become totems of people's hearts, build strong emotional ties, and have eternal value.
For example, the Mercedes-Benz logo, which occupies the commanding heights of car brand logo design and has become a great icon, is the best interpretation of advancing with the times and inheriting history. Another example is the logo of the great brand Apple Computer, which is equally classic.
4. Comply with aesthetics and integrate essence and spirit
Trademark is not only a kind of visual art, it must conform to people’s aesthetic taste and aesthetic principles, and it must also integrate the essence of the brand. Qi Shen conveys the brand’s values. When people look at a trademark, it is also an aesthetic process. In the aesthetic process, people evaluate, analyze, and compare the visually perceived graphics using relatively objective standards recognized by society, which arouses aesthetic impulses. The aesthetic impulse that trademarks bring to people is often expressed through the shape of the logo. The beauty of shape is an important artistic feature of logos. The modeling elements of logos fall into four categories: points, lines, surfaces, and bodies. On the basis of understanding the brand's vision, mission and core values, with the help of these four elements, designers must master the relevant rules of different modeling forms so that the composed patterns have beauty and expression that are independent of the structure of various specific things. The connotation of the brand reflects the spirit of the brand.
For example, the logo of Mercedes-Benz, which is composed of a three-pointed star pattern surrounded by a circle, simply looks like the steering wheel of a car. It actually represents the driver's grand desire to conquer land, sea and air, and run freely. It all seemed so natural, without any reluctance or obscurity. It not only conforms to people's aesthetic tastes, but also integrates the rich connotations of the Mercedes-Benz car brand, becoming a great symbol that easily interprets excellent taste and outstanding status for car owners, and has become the favorite of many people who pursue success in the world today. The coveted logo. It occupies the commanding heights of car brand logo design. You can know how many car brands use the pattern of adding dots in a circle to their logos, but none of the imitators can surpass it.
The emotional meaning of a brand needs to evolve from "accepting instructions" to "thrilling in the soul", and the expression of the brand logo also needs to develop from "impact" to "connection". Brand logos can contain profound emotional connotations, as long as we are good at creating and discovering the gaps in consumers' hearts. If a brand's logo is not well defined emotionally, although it can still be promoted and have popularity, it can be said with certainty that it will not be loved and respected by most people. Even if it is successful, it will be half the result with twice the result. This is business What the reader least wants to see. Only those humanized brands with emotional stories and rich associations can have great appeal, connect with their target audiences in multiple dimensions and angles, and build deep emotions.