1, speed: In the fast pace of modern life, the logo design should be clear and concise. 2. Accuracy: that is, to reflect the accuracy of the content, we must firmly grasp the nature and characteristics of companies, groups, trading companies and commodities. 3. Information quantity: It reflects the breadth and depth of the content. I think it should be added that it is the aesthetic feeling of form. I have seen some logo designs, which are basically concise, accurate and informative, but they are not beautiful. Some are not beautiful in appearance, and some are uneven in black and white. In short, they do not conform to the laws of form and modeling, which makes the logo design lose its artistic appeal and visual impact. 4. Identifiability: A trademark must have a unique personality, which is convenient for the public to know and remember and leave a good and deep impression. But relatively speaking, if the trademark is similar to someone else's, it looks familiar, has no features, but its face is blurred, it will definitely not leave an impression. 5. originality: it is very expensive to have original ideas and shapes in design, and so is the trademark. Original trademarks will leave a unique impression on the public and stand the test of time. Creativity can be created out of nothing, or it can be added to tradition and daily life to bring forth the new. 6, the times: trademarks should not be out of touch with the times, giving people an old and backward impression. The trademark of a modern enterprise must of course have a modern sense; Enterprises with rich historical traditions should also inject the flavor of the times, carry forward the past and lead the trend. 7. Regionality: Every organization and enterprise has different regionality, which may be reflected in the historical background of the organization, the cultural roots behind the products or services, the scope and targets of the market, etc. Trademarks can have obvious regional characteristics; But relatively speaking, it can also have a strong international image. 8. Applicability: The trademark shall be applicable to the visual communication media adopted by institutions and enterprises. Each media has different characteristics or limitations, and the application of trademarks must adapt to the conditions of each media. No matter its shape, size, color and texture, it should be carefully considered or flexibly used to enhance the suitability of the trademark. 9. Advocacy: make the ideal proposition pursued by the enterprise clear, and then transform it into easy-to-understand graphics, with the most suitable theme as the expression of creativity, and finally form the unique value and culture of the enterprise. 10, international: this means starting from the local area and gradually forming a good impression. In short, it takes local culture as its "meaning" and western aesthetics as its "shape" to meet internationalization. 1 1, dynamic: from a decent, honest and practical image to an innovative, challenging and positive modern enterprise. The symbol of stability can no longer be a symbol of enterprise management. How to express modern needs on signs requires strength and movement. 12. Format: refers to the shape that can be widely used for business cards, bills, billboards, passbooks, cards or gifts. Some design kanban is beautiful to apply, but once it is used on a passbook or card, it will paste into a ball. This kind of trademark is not good, and it must be used in all the communication and publicity tools of the enterprise to be a good trademark design. 13, height: refers to the international sense, and can have a high degree of completion in the color and modeling. 14, length: refers to the extensibility of time. That is to say, a trademark cannot be considered as an outdated design after only two or three years of use, but must be able to exist and develop with the enterprise. Therefore, a trademark must be applicable for at least 10-20 years.