The meaning of logo

Today, with the rapid development of science and technology, the role of printing, photography, design and image transmission is becoming more and more important. The development of this kind of non-verbal transmission It has the competitive power to compete with language transmission

. Logo is one of the unique transmission methods.

When people see smoke rising, they think of fire below. Smoke is a natural sign of fire. In an era when communications were underdeveloped, people used smoke (wolf smoke) as a special means to transmit information related to the meaning of fire (such as emergency, emergency, alarm, etc.). This artificial "smoke" is both a signal and a sign. It rises high, spreads slowly, has a vivid image, and has distinctive features that people can quickly see from a long distance away. The speed and effect of this non-verbal transmission were beyond the reach of verbal and written transmission at that time. Today, although language and text

transmission methods have been very developed, intuitive communication methods such as signs, which are clear to the public at a glance, have quick effects, and are not bound by the languages ????of different ethnic groups and countries, are more adaptable.

The ever-accelerating pace of life requires its special role, which cannot be replaced by any transmission method.

A sign is a mark that indicates the characteristics of something. It uses simple, significant, and easily identifiable objects, graphics, or text symbols as intuitive language. In addition to what it represents and what it replaces, it also has the function of expressing meaning, emotion, and instructing actions.

Logo, as a special way of intuitive connection between human beings, is not only ubiquitous in social activities and production activities, but also serves the fundamental interests of the country, social groups and even individuals. More and more

its extremely important and unique functions are shown more and more. For example, the national flag and national emblem, as symbols of a country's image, have special meanings that are difficult to express accurately in any language or text. Public signs, traffic signs, safety signs, operation signs, etc., have an intuitive and quick effect in guiding people to carry out orderly and normal activities and ensuring the safety of life and property. Special signs such as trademarks, store logos, and factory logos have great practical value and legal protection for developing the economy, creating economic benefits, and safeguarding the rights and interests of enterprises and consumers. Almost all major domestic and foreign events, conferences, sports games, postal transportation, finance and trade, institutions, groups and individuals (stamps, signatures) have signs that indicate their own characteristics. These signs can be seen from various angles. Play the role of communication, exchange and publicity, promote the progress of social economy, politics, science and technology, and culture, and protect their respective rights and interests.

With the increasing frequency of international exchanges, the intuitive, vivid, and free of language and text barriers of logos are extremely conducive to international communication and application, so international logos have been rapidly promoted

and development, it has become one of the most effective means of visual transmission and an intuitive communication tool for human beings.

The definition of mark in the modern Chinese dictionary is: a mark that indicates characteristics.

1. Logos are both two-dimensional (flat) and three-dimensional (three-dimensional).

2. Regarding the relationship between signs and trademarks: According to the Trademark Law,

2.1 Visible signs (including : Text, graphics, letters, numbers, three-dimensional logos and color combinations, any combination of these elements) can be applied for registration as a trademark

The mark applied for registered trademark should have distinctive features and be easy to identify, and should not conflict with the legal rights previously obtained by others.

2.2 However, the following signs shall not be used as trademarks:

(1) Those that are the same as or similar to the country name, national flag, national emblem, military flag, and medals of the People's Republic of China , and the same as the name of a specific place where the central state agency is located or the name or figure of a landmark building;

(2) The same or similar name, national flag, national emblem, or military flag of a foreign country, but Except with the consent of the government of the country;

(3) Identical or similar to the name, flag, or emblem of an intergovernmental international organization, except with the consent of the organization or if it is not likely to mislead the public;

(4) Identical or similar to official signs or inspection marks indicating implementation of control and guarantee, except those authorized; (5) Same as "Red Cross" and "Red Crescent" The name or logo is the same or similar;

(6) Ethnically discriminatory;

(7) Exaggerated and deceptive propaganda;

(8) Harmful to socialist morals or other adverse effects.

Place names of administrative divisions at or above the county level or foreign place names known to the public shall not be used as trademarks. However, exceptions are made where place names have other meanings or are part of collective trademarks or certification marks; registered trademarks using place names will continue to be valid.

2.3 Unless they have acquired distinctive features through use and are easy to identify, the following signs shall not be registered as trademarks:

(1) Only the common name, graphics, and model of the product;

(2) Only directly express the quality, main raw materials, functions, uses, weight, quantity and other characteristics of the goods;

(3) Lack of distinctive features.

(4) If a trademark is applied for registration with a three-dimensional mark, the shape that is solely caused by the nature of the goods itself, the shape of the goods that is necessary to obtain technical effects, or the shape that makes the goods of substantial value shall not be registered. .

The "sign" in statistics

Statistical signs are also called signs

The attributes or characteristics of each unit in the population are called signs.

Classification of marks

1 According to the different properties of the marks, they can be divided into two categories

(1) Quality marks

(2 ) quantity mark.

2 According to the variation of the flag, it can be divided into immutable flag and variable flag. Immutable flag and variable flag.

(1) Invariant flag

(2) Variable logo

Color of the logo

The speed at which color information spreads is stronger and faster than the visual impact of points, lines, and people facing people. It moves at a rate of one second per second. The speed of light reaching 300,000 kilometers into human eyes is an advertising slogan that catches the eye. Its "fast" function is used in some vehicles that indicate "emergency" and "danger", such as red fire trucks and white ambulances, which have the function of highly reminding people of their alertness and attention. .

In the name design process, it is particularly important for brand designers to use color feelings and association information to stimulate consumers' psychological associations and desires and build their own brand personality. And study the emotion of color, the coldness and warmth of color, the sense of weight and softness of color, the sense of area of ??color, the sense of space of color, and the sense of taste of color.

The feeling of color refers to the different psychological implications that the hue, chroma, and brightness of different colors bring to people.

The color feeling that brand designers need to master

The emotion of color

Red - passionate, exciting, warm

Yellow - neutral, noble, quieter

Green - neutral, energetic, youthful, peaceful, quieter

Blue - gives people a sense of coolness, tranquility and profoundness

White - Gives people a sense of purity, cleanliness, and desolation

Black - gives people a sense of solemnity, simplicity, and sadness

Colors have a sense of warmth and coldness

Red, orange, and yellow are Warm colors; intermediate colors between purple, blue and warm colors, giving people a cool feeling.

The sense of weight of color

Cyan is a cool color; green is a cool color. Colors with strong lightness feel light, and colors with weak lightness feel heavy. In other words, colors with strong lightness feel light, and dark colors feel heavy.

The soft and hard feeling of color

Warm and bright colors feel soft and soft, while cool and dark colors feel hard and solid.

The sense of area of ??color

Dark colors give people the feeling of a small area.

The spatial sense of color

Colors with stronger brightness feel far away, while colors with weak brightness feel closer.

Taste of color

Yellow, blue, and green give people a sense of sourness, white, milky yellow, and pink give people a sense of sweetness, and brown, dark green, and black give people a sense of sweetness. People feel bitter, and red gives people a spicy feeling. The warm color series gives people a warm and cheerful feeling: the cool color series gives people a cool, cold and quiet feeling. If you use warm and cold colors together, it will give the impression that warm colors expand outward and move forward, while cold colors shrink inward and move backward. Understanding color rules is of great practical value in choosing brand names with prominent colors.

Color association refers to what consumers think of when exposed to a certain color, including thoughts, feelings, and the form of objects. The associations of various colors are as follows:

White - innocence, cleanness, brightness, whiteness, snowflakes. In addition, in Chinese folk custom, white also reminds people of sad things.

Black - silence, despair, misfortune, terror, silence, seriousness. In addition, clothes give people a solemn feeling.

Gray - moderation, mediocrity, gentleness, humility, unfairness.

Red - sun, flame, emergency, blood, celebration, passion, love, vitality, positivity, danger.

Orange - yang, positive, optimistic and enthusiastic. In addition, there is fraud and jealousy

Yellow - hope, wealth, authority, splendor, wisdom, gold, happiness.

Green - vegetation, peace, environmental protection, growth, health, nature, quietness.

Cyan - honesty, calmness, ocean, vastness, longevity, negativity, wisdom.

Purple - elegance, nobility, magnificence, mystery, eternity, restlessness, and courage.

Gold - reputation, wealth, loyalty.

Silver - faith, wealth, purity.