1. Publicity:

The essence of logo design lies in its publicity. Although artistically designed logos have ornamental value, the logo is not primarily for viewing, but for practicality. Logos are an indispensable intuitive tool for people to carry out production activities and social activities. There are logo designs for people, such as: public place signs, traffic signs, safety signs, operation signs, etc.; there are flags and emblems for countries, regions, cities, nations, and families; there are signs for society. Those dedicated to teams, enterprises, benevolence, and activities, such as emblems, monograms, factory logos, social logos, etc.; there are trademarks dedicated to certain products; there are also trademarks dedicated to collective or personal belongings, such as seals, signatures, monograms, etc. , signatures, seals, etc., all have unique and irreplaceable functions. A sign with legal effect also has a special mission to protect rights and interests.

2. Recognition:

The most prominent feature of logos is that each has a unique appearance, is easy to identify, shows the characteristics of the thing itself, marks the different meanings of things, and the difference and attribution are The main function of the logo. Various 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 to avoid misunderstandings. Therefore, the logo must be distinctive, recognizable at a glance, and unforgettable.

3. Conspicuousness:

Conspicuousness is another characteristic of a sign. Except for invisible signs, most signs are set up to attract people's attention. Therefore, strong and eye-catching colors and concise and clear graphics are the common characteristics of objects.

4. Diversity:

There are many types of logos and a wide range of uses. No matter in terms of their application forms, conception forms, and expression methods, they are extremely rich in diversity. Its application form is not only two-dimensional, but also three-dimensional. Its composition forms include direct use of objects, some composed of text symbols, some composed of concrete images, images or abstract graphics, and some composed of colors. Most logos are composed of a combination of several basic forms. In terms of means of expression, its richness and diversity are almost difficult to summarize, and with the development of science and technology, culture, and art, there is always constant innovation.

5. Artistry:

All designed unnatural signs have a certain degree of artistry. It meets both practical requirements and aesthetic principles. Giving people a sense of beauty is the basic requirement for their artistry. Generally speaking, artistically strong logos are more attractive and infective, giving people a strong and deep impression. The high degree of artistry of logos is the need of the times and the progress of civilization. It is the embodiment of people's increasingly higher cultural literacy and the needs of aesthetic psychology.

6. Accuracy:

No matter what the logo is supposed to explain or indicate, whether it is a moral or a symbol, its meaning must be accurate. First of all, it must be easy to understand and consistent with people's cognitive psychology and abilities. Secondly, be accurate and avoid unexpected misunderstandings or misunderstandings. Pay special attention to taboos. Allowing people to understand clearly and accurately in a short period of time is the advantage of logos, especially language.

7. Durability:

Logos are different from advertisements and other promotional materials. They generally have long-term use value and are not easy to change.