The essence of logo lies in its functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to watch, but for practical use. Logo is an indispensable intuitive tool for people to carry out production activities and social activities. Signs are used by human beings, such as public places, traffic signs, safety signs, operation signs, etc.; There are national, regional, urban, ethnic and family-specific flags and emblems; For social organizations, enterprises, benevolence and activities, such as emblem, logo, factory logo, social logo, etc.; Having a trademark dedicated to a commodity product; There are also items dedicated to the collective or individual, such as chapter, signature, flower pledge, signature, branding, etc., all of which have irreplaceable and unique functions. Signs with legal effect have a special mission of safeguarding rights and interests.

2. identifiability:

The most prominent feature of identification signs is that they have their own unique features, are easy to identify, show the characteristics of things themselves, and indicate the different meanings between things. Differentiation and attribution are the main functions of identification. All kinds of signs are directly related to the fundamental interests of the country, groups and even individuals, and must not be identical or confused with each other, so as not to create an illusion. Therefore, identification signs must be distinctive, recognizable at a glance and unforgettable.

3. distinctiveness:

distinctiveness is another important feature of signs. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong and eye-catching colors and concise and clear graphics are the characteristics of logos.

4. Diversity:

There are many kinds and uses of identification signs, which are extremely rich in diversity in terms of their application forms, composition forms and means of expression. Its application forms are not only plane (which can use almost any substance), but also three-dimensional (such as relief, garden carving, arbitrary three-dimensional objects or special patterns of packaging, containers and so on). Its forms of formation include direct use of objects, writing symbols, concrete, imagery or abstract graphics, and color. Most signs are composed of several basic forms. As far as the means of expression are concerned, its richness and diversity are almost difficult to outline, and with the development of science and technology, culture and art, it is always innovating.

5. artistry:

all designed unnatural signs are artistic to some extent. It conforms to both practical requirements and aesthetic principles. Giving people a sense of beauty is the basic requirement for its artistry. Generally speaking, artistic logos can attract and infect people more, giving people a strong and deep impression. The high artistry of logo is the need of the times and the progress of civilization, the embodiment of people's higher and higher cultural literacy and the need of aesthetic psychology.

6. Accuracy:

No matter what the identification sign is to explain or indicate, whether it is moral or symbolic, its meaning must be accurate. 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 better than language and faster than language.

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7. Persistence:

Unlike advertisements or other promotional materials, identification signs generally have long-term use value and are not easily changed.