Signs can be divided into trademarks, logos, signs, corporate signs, cultural signs, social activity signs, social welfare signs, service signs, traffic signs, environmental signs, signs and symbols. As a special way of human intuitive contact, it is ubiquitous in social activities and production activities, showing its extremely important and unique functions more and more. For example: national flag, national emblem, public place signs, traffic signs, safety signs, operation signs, etc. Almost all stamps and signatures of major events, conferences, sports meetings, postal transportation, finance and trade, organs, organizations, companies and individuals at home and abroad have their own logos. With the increasing frequency of international communication, the characteristics of LOGO, such as intuition, no image and no language, are extremely beneficial to international communication and application. Therefore, international signs have been rapidly promoted and developed, and become one of the most effective means of visual communication. Our developing China has long recognized this! All units and individuals have realized that a LOGO should be designed at the early stage of development.
LOGO has many characteristics. Let us know a few points: 1. Functionality
The essence of LOGO lies in functionality. Although LOGO has ornamental value, it is mainly not for people to watch, but for practical purposes. It has irreplaceable unique functions. Signs with legal effect have a special mission of safeguarding rights and interests.
2. Recognition
The most prominent feature of LOGO is that it is easy to identify. The main function of signs is to show the characteristics of things, indicating the different meanings, differences and ownership between things.
3. Significance
Salience is another important feature of a sign. In addition to invisible logos, most logos are set to attract people's attention. Therefore, the colors are strong and eye-catching, and the graphics are concise and clear.
4. Diversity
There are many kinds and uses of signs, and their application types, forms and means of expression are extremely rich and diverse. Its application forms are not only plane, three-dimensional, concrete, image, abstract graphics, but also color. Most signs consist of several basic forms.
Have an artistic sense
The designed LOGO should be artistic. It conforms to both practical requirements and aesthetic principles. I personally advocate individuality. Generally speaking, artistic signs can attract and infect people more, giving people a strong and profound impression.
6. Accuracy (sex)
No matter what sign is for explanation or indication, whether it is a meaning or a symbol, its meaning must be accurate. Especially * * * logo, 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 understand it clearly and accurately in a very short time, which is the advantage that LOGO is superior to language and faster than language.
Step 7 stick to it
LOGO is different from advertisements or other promotional materials, and generally has a long use value and is not easy to be changed.
Principles and steps of logo design:
Creative thinking, proper artistic expression and concise expression make it have a high overall aesthetic feeling and get the best visual effect, which is what I pursue in designing LOGO. In fact, LOGO is a simple and easy-to-remember symbol condensation.
1. First of all, it should be carried out on the premise of understanding the purpose, scope of application and relevant laws and regulations of the object and deeply understanding its functional requirements.
2. Conform to the object's intuitive acceptance, aesthetic consciousness, social psychology and taboos. Different countries, different regions and different nationalities are different.
3. The idea should be concrete, concrete analysis, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning, which can stand the test of time.
4. The composition should be concise, beautiful and innovative. Graphics and symbols should not only be concise and general, but also explain the problem.
5. Colors should be simple and diverse. Color is analyzed according to specific moral needs. Color is emotional, divided into cold and warm, far and near, light and heavy, soft and hard, etc. Color is also emotional, and a color can be divided into two emotions, such as: the positive emotion of red is vitality and hope; Negative emotions are danger and terror. In short, it should be just right, either strong and eye-catching, or simple and dignified. The color depends on the content. For example, blue is mostly used in electronics, communication and technology. Green is mainly used in agriculture and forestry ... all colors have their own characteristics, so I won't take up too much space here. You can communicate privately.
This paper introduces the positioning and conceiving methods of several signs:
First, simplify the general positioning:
1, located by the text of the name (Chinese, English, Pinyin)
2, the name of the graphic positioning (people, animals, plants, buildings and other specific objects)
3, with the name of the graphic positioning.
4. Represents the external characteristics of an object.
5, on behalf of the internal characteristics of the object.
6, in order to show the performance of the object positioning.
7. Positioning from the perspective of highlighting the individual characteristics of the logo.
B, logo design skills:
1. Expression: Use the typical image directly related to the LOGO object to tell the LOGO that it is dumbfounded. This technique is direct, clear, clear at a glance, easy to understand and remember quickly.
2. Symbolism: the abstract connotation of the logo object is symbolized by means of metaphor and description, using things related to the logo content in a certain sense, such as graphics, characters, symbols, colors, etc.
3. Implication refers to the use of images with similar or symbolic meanings to express the content and characteristics of the logo by innuendo, suggestion and illustration.
4. Simulation technology: the technology of simulating or comparing the characteristics or meanings of the marking objects with the images of things with similar characteristics.
5. Visual sense technique: The use of simple and unique abstract graphics, characters or symbols has no special meaning, giving people a strong sense of modernity, visual impact or comfort, which is eye-catching and unforgettable. This technique does not rely on graphic meaning, but mainly relies on the visual power of graphics, words or symbols to express LOGO.
To sum up, there are three forms:
1. figurative form: a natural form that is basically faithful to the objective image. After refining, generalizing and simplifying, it highlights and exaggerates its essential characteristics as a sign figure. This form is easy to recognize.
2. Image form: based on the form of the object, it is expressed by decorative and abstract graphics or text symbols.
3. Abstract form: a form expressed by completely abstract geometric figures, words or symbols. This kind of graphics often has profound abstract meaning, symbolic meaning or mysterious color. This form is often more modern and symbolic, and easy to remember.