The significance 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 non-verbal transmission has the ability to compete with verbal transmission. competitive power. 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 emergencies, emergencies, alarms, etc.). This artificial "smoke" is both a signal and a sign. It rises high, spreads slowly, has a vivid image and distinctive features, and people can quickly see it 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 the means of language and text transmission have been very developed, intuitive transmission 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 suitable for the needs of the ever-accelerating pace of life. The special function is still irreplaceable 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. Logos, as a special way of intuitive connection between human beings, are not only ubiquitous in social activities and production activities, but also serve the fundamental interests of the country, social groups and even individuals. It is increasingly showing its extremely important and unique functions. 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 place 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) all have signs that indicate their own characteristics. These signs play a role in communication, exchange and publicity from various angles. , promote the progress of social economy, politics, science and technology, and culture, and protect their respective rights and interests. As international exchanges become more and more frequent, the characteristics of logos, such as being intuitive, vivid, and not subject to language and text barriers, are extremely conducive to international communication and application. Therefore, international logos have been rapidly promoted and developed, becoming one of the most effective means of visual transmission. , becoming an intuitive communication tool for human beings. The definition of sign in the modern Chinese dictionary is: a mark indicating 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 signs and color combinations) that can distinguish one's own goods (including services) from those of others. , 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, medals of the People's Republic of China, and the same as the name or landmark of a specific place where the central state agencies are located The names and graphics of the building are the same; (2) The names, flags, national emblems, and military flags of foreign countries are the same or similar, except with the consent of the government of that country; (3) The names, flags, and emblems of intergovernmental international organizations are the same Identical or similar, except with the consent of the organization or not likely to mislead the public; (4) Identical or similar to the official mark or inspection mark indicating the implementation of control and guarantee, except where authorized; (5) Same as "red" The names and symbols of "Cross" and "Red Crescent" are the same or similar; (6) It is ethnically discriminatory; (7) It is exaggerated and deceptive propaganda; (8) It is harmful to socialist morals or has 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 indicating the quality, main raw materials, functions, and Purpose, weight, quantity and other characteristics; (3) Lack of distinctive features. (4) When applying for a registered trademark with a three-dimensional mark, the shape that is solely caused by the nature of the product itself, the shape of the product that is necessary to obtain technical effects, or the shape that makes the product of substantial value shall not be registered. "Flag" in statistics Statistical flag is also called logo. The attributes or characteristics possessed by each unit of the population are called logos. Classification of marks 1. According to the different properties of marks, they can be divided into two categories: (1) quality marks (2) quantity marks. 2 According to the variation of signs, they can be divided into immutable signs and variable signs. Immutable signs and variable signs (1) Invariable signs (2) Variable signs. The speed of color information dissemination of signs is faster than that of points, lines, and surfaces. It has a stronger and faster impact on people's vision. It is transmitted into people's eyes at the speed of light of 300,000 kilometers per second. It is an advertising slogan that grabs the upper hand. Its "quick" function is used in some cars 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, The use of color feelings and association information is particularly important to stimulate consumers' psychological associations and desires and establish their own brand personality. For this reason, brand designers must carefully study and study the emotions of colors, the warmth and coldness of colors, and the weight of colors. The sense of color, the softness and hardness 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 different colors bring to people. The emotional feeling of color Red - passionate, exciting, warm Yellow - neutral, noble, quieter Green - neutral, vitality, youth, peace, 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. Red, orange and yellow are warm colors. The intermediate colors between purple, blue and warm colors give people a cool feeling. Feeling. Cyan is a cool color; green is a cool color. Colors with strong brightness feel light, and colors with weak brightness feel heavy. That is to say, dark colors give people a soft and hard feeling. Warm and bright colors feel soft and soft, while cold and dark colors feel hard and solid. Dark colors give people a sense of small area. Colors with strong lightness feel far away, while colors with weak lightness give people a sense of space. Feeling close. Colors such as yellow, blue, and green give people a sour taste, white, milky yellow, and pink give people a sweet taste, brown, dark green, and black give people a bitter taste, and red give people a spicy taste. . 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 they are 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, fire, emergency, blood, celebration, passion, love, vitality, positivity, danger. Orange - yang, positive, optimistic, 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, courage. Gold - reputation, wealth, loyalty. Silver - faith, wealth, purity.