1. Basic requirements
1. The design must fully consider the feasibility of its implementation, and adopt corresponding design methods according to its application form, materials and production conditions; at the same time, the application must be taken into account The visual effect when used in other visual communication methods (such as printing, advertising, images, etc.) or when zooming in or out.
2. When using graphics in design, attention must be paid to not only being concise and general, but also paying attention to artistry to make it easy for people to remember.
3. Strive to be ingenious, novel, unique and accurate in artistic conception to achieve a beautiful visual effect; the composition must be concise and beautiful.
4. The design must conform to the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the target.
5. The color should be simple, strong and eye-catching, follow the artistic rules of the logo design concept, creatively explore appropriate artistic expression forms and techniques, and refine a precise artistic language so that the designed logo has A high degree of overall aesthetics and the best visual effects. In addition to the general design art rules (such as decorative beauty, orderly beauty, etc.), logo art also has its own unique artistic rules.
2. Mainstream Trends
1. LOGO designers no longer blindly emphasize sustainability or general “green”. There are still numerous natural patterns, but "green" is no longer so distinctive.
2. The colors are becoming more and more vivid. The theory of desaturation receded and was replaced by color intensity.
3. The overall style tends toward simplicity—simple types, simple lines, and simple colors—as if the ideas are getting simpler and clearer. Simplicity may have become a measure of brand awareness.
4. The less the better: less artistic calligraphy, less PS processing, and less artificial carving.
3. International Standards
International Standards for LOGO In order to facilitate the dissemination of information on the INTERNET, a unified international standard is needed. In fact, there is already a whole set of standards like this. Regarding website LOGO, there are currently three specifications: 1. 88*31 This is the most common LOGO specification on the Internet.
2. 120*60 This specification is used for LOGOs of general size.
3. 120*90 This specification is used for large LOGO.
4. LOGO with this specification of 200*70 has also appeared.
4. Three Elements of a Logo
1. Name
An excellent and perfect trademark must not only have a beautiful and distinctive pattern, but also have a distinctive A loud and catchy brand name. The brand name not only affects the future circulation and dissemination of goods in the market, but also determines the entire design process and effect of the trademark. If the trademark has a good name, it can give the graphic designer more advantages and flexibility, and the designer may be more creative. On the contrary, it will bring certain difficulties and limitations, and will also affect the expressiveness of the artistic image. Therefore, the name of the trademark should be determined according to the principles of being smooth, pleasant to the ear, easy to remember, and good-looking. It must be original and contemporary, and full of novelty and beautiful associations. For example, Snowflake refrigerators give people the association of freezing, establishing a clear image for the nature of the company and products. Another example is the forever brand bicycle, which symbolizes permanent durability and reflects the nature and effect of the product. Wanli brand leather shoes and so on.
2. Patterns
Country names, national flags, national emblems, military flags, medals, or those that are identical or similar to them, cannot be used as trademark patterns. Some special signs stipulated by international and domestic regulations, such as red cross, civil aviation signs, railway emblems, etc., cannot be used as trademark patterns. In addition, when choosing animal images as trademark patterns, you should pay attention to the likes and taboos of different ethnic groups and countries towards various animals.
3. Color
Color is one of the three basic elements of form (shape, color, and quality). The commonly used colors for logos are the three primary colors (red, yellow, and blue). These three colors have relatively high purity, are relatively bright, and are more eye-catching. Color is a basic topic that must be studied in the discipline of industrial design. Color research involves many disciplines such as physics, physiology, psychology, aesthetics and art theory.
5. Special patterns
Belong to representational symbols, which are unique and eye-catching. The pattern itself is easy to distinguish and remember. It can be expressed through metaphor, association, generalization, abstraction and other painting expression methods. The logo is a general and vivid expression of its concept, but the connection with the marked object is not direct enough. The audience can easily remember the pattern itself, but the recognition of the relationship between the marked object requires a relatively tortuous process. But once the connection is established, The impression is deep and the memory of the marked object is relatively long-lasting.
So when long-term memory requirements are high, a good special graphic image should be designed. A better design, such as Apple’s teeth-marked apple, has just the right grasp of various promotion-oriented elements of the graphic LOGO. In other cases, if you want to establish an image within a shorter period of time, you should also design a corresponding mascot to strengthen communication and understanding with a familiar concept like Apple.
In the modern era of spiritual fast food, Lucent's red circle is also becoming fashionable. However, this kind of design can only be accepted by the websites of design companies in China. However, the LOGO of a latest film and television variety show on cable television has a spiral Lucent red circle. It is a pity that the reference is too bold and not creative enough.
6. Special text
It is an ideographic symbol. In communication and dissemination activities, the name of the identified object or its product name that is used repeatedly is unified with a text form. The meaning is clear and direct, closely related to the object being marked, easy to be understood and recognized, and also has an illustrative effect on the concept expressed. However, the similarity of the text itself can easily blur the audience's memory of the logo itself, thereby affecting the object being marked. The long-term memory of the logo is weakened.
Therefore, special text is generally used as a supplement to special graphics. It is required that the font chosen should be consistent with the overall style, and new and distinctive creations should be made as much as possible.
A complete LOGO design, especially a LOGO design with Chinese characteristics, under the requirements of internationalization, should generally consider at least bilingual forms in Chinese and English. The proportion of Chinese and English words, collocation, and Generally, there should be patterns in Chinese, patterns in English, patterns in Chinese and English, and separate combinations of patterns, Chinese, and English. Some also consider Traditional Chinese and other specific language versions. In addition, it is also necessary to consider whether the logo or text will be beautiful after being expanded. This is very necessary for the production of backgrounds, etc., and is conducive to pursuing the effect of symbol expansion.
Smker Empire and its predecessor Border Town Prodigal Son LOGO have excellent designs, but they have not considered Chinese. However, Prodigal Son seems to have always been concerned about the expressiveness of Chinese characters, such as the lack of extremely small fonts and unique fonts. The lack of etc. was quite disapproving, which may have caused him to be lazy in thinking about the design of Chinese. This is a pity for a website LOGO aimed at domestic netizens.
7. Composite text
It is a kind of synthesis of representational meaning, which refers to the design that combines text and pattern. It has the attributes of both text and pattern, but both lead to the influence of related attributes. Relatively weakened, for different object orientations, making a LOGO that is more pattern-oriented or more text-oriented will produce a greater difference in expression. For example, just make simple modifications to the printed fonts, or turn the text into a decorative shape for everyone to guess.
2. Theme selection
(1) The logo design is based on the corporate philosophy
(2) The logo design is based on the corporate business content and product appearance.
（3）The logo design is based on the company name and brand name
（4）The logo design is based on the historical communication and regional environment of the company or trademark brand
< p>(5) The logo design is based on the combination of corporate prefix and pattern3. Design process
The first step, research and analysis
The logo is not only It is a combination of graphics or text. It is a standard visual symbol formulated for the enterprise based on the enterprise's structure, industry category, business philosophy, and taking full consideration of the objects and application environments that the logo comes into contact with. Before designing, you must first have a comprehensive and in-depth understanding of the company, including business strategy, market analysis, and the basic wishes of the top leaders of the company. These are important basis for logo design and development. Understanding competitors is also an important step. The recognition of a logo is based on a full grasp of the competitive environment. So we first ask our clients to fill out a logo design questionnaire.
The second step, element mining
Element mining is to further prepare for the design and development work. Based on the analysis of the survey results, we will refine the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, dig out relevant graphic elements, and find out the design direction of the logo, so that the design work is targeted, not against the target. A purposeless combination of text and graphics.
The third step, design and development
With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development work can be carried out from different angles and directions. Through the designer's understanding of the logo, they give full play to their imagination and use different expression methods to integrate design elements into the design. The logo must have profound meaning, obvious features, grand shape, stable structure, and color matching that is suitable for the enterprise, and avoid becoming cliché. or popularization. Different logos will reflect different emphasis or appearance. After discussion, analysis and modification, a logo suitable for the enterprise will be found.
The fourth step, logo modification
The logo determined in the proposal stage may not be perfect in details. We have gone through the standard drawing, size correction, black and white application, and line drawing of the logo. The modification of different forms of expression such as application will make the use of the logo more standardized. At the same time, the characteristics and structure of the logo will not be lost when used in different environments, achieving unified, orderly and standardized communication.
Logo design fixes specific things, events, scenes and abstract spirits, concepts, and directions through special graphics, so that when people see the logo, they will naturally associate it with the company, thereby creating a positive impression of the company. Generate recognition. The logo is closely related to the operation of the enterprise. The logo is an indispensable element of the enterprise's daily business activities, advertising, cultural construction, and external communication. As the enterprise grows, its value continues to grow. Someone once asserted: Even if a fire burns away all of Coca-Cola's assets, Coca-Cola can get back on its feet with its trademark. Therefore, companies with a long-term vision attach great importance to LOGO design and understand the role of logos. In the early stages of enterprise establishment, a good LOGO design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If it cannot objectively reflect the corporate spirit, industry characteristics, and scientific modeling A beautiful logo will cause unnecessary waste and losses to the company as it develops and undergoes changes and adjustments.
IV. Design principles
(1) Overall principles
1. The design should be carried out with a detailed understanding of the purpose of use, scope of application, relevant regulations and other relevant circumstances of the design object, and a deep understanding of its functional requirements.
2. The design must fully consider the feasibility of its implementation, and adopt corresponding design methods based on its application form, materials and production conditions. At the same time, the visual effects when used in other visual communication methods (such as printing, advertising, images, etc.) or when zooming in or out should also be taken into consideration.
3. The design must conform to the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the target.
4． The idea must be carefully considered and strive to be profound, ingenious, novel and unique, with accurate meaning and able to withstand the test of time.
5. The composition should be concise, beautiful, and adaptable (adaptive to the shape of the object to which it is applied).
6. Graphics and symbols should be concise and summarized, but also should be artistic.
7. Colors should be simple, strong, and eye-catching.
8． Follow the artistic rules of logo design, creatively explore appropriate artistic expression forms and techniques, and refine a precise artistic language so that the designed logo has a high degree of overall beauty and obtains the best visual effect. In addition to the general design art rules (such as decorative beauty, orderly beauty, etc.), logo art also has its own unique artistic rules.
(2) Design experience
Experience 1
Do not use more than 3 colors.
If the content is not indispensable, there is no need to display it.
The font must be clear and legible,
the logo pattern must be easy to recognize.
Design a logo with a unique shape or layout.
Think independently and ignore what your parents and loved ones think about you.
Make sure the logo graphic looks like it will attract the attention of at least three people.
Don’t incorporate elements from popular logos into a design and call it an original work.
Do not use clip art under any circumstances.
Experience 2
It still looks good when the logo pattern is set to black and white.
The logo pattern is still clearly legible after being reversed.
The logo pattern remains clear and legible after adjusting its size.
If the logo contains elements such as icons, symbols, or text, arrange them appropriately so that they complement each other.
Let your design avoid following the latest popular logo design trends and make it look timeless.
Do not use special effects (including but not limited to: italics, shadows, reflections, and rays).
Give your logo a square layout if possible and avoid using layouts that are difficult to understand.
Avoid complicated details.
Consider different places and ways of placing your logo.
Three lessons
Inspire a feeling of courage and confidence, rather than a feeling of powerlessness and inertia.
You should know that the logo you create will never be perfect.
Use sharp lines for smart business and soft lines for gentle business.
The logo must be related to the theme it represents.
Photos cannot be used as logos.
You want customers to feel amazing about your design.
Do not use more than 2 fonts.
Every element in your logo should be arranged neatly. Left, center, right, top or bottom.
The icon looks seamless and has no trailing elements.
Before you conceive of designing a logo, you need to be clear about the group that the logo will be for.
Emphasis on functionality over innovation.
If the logo name is impressive, then use the logo name as the logo pattern.
The logo pattern is still clearly visible after mirroring.
Even big companies need small graphics.
The logo should be liked by everyone, not just the business.
Create change. The more variations you have, the better your logo will fit.
The logo pattern looks consistent across multiple platforms.
The logo must be easily described.
Don’t use iconic language in your logo.
Experience 4
Before designing on the computer, draw the ideas on paper with a pencil.
Simple design.
Do not use the "whoosh" or "global" symbols.
Logo graphics should not be distracting.
The design content should be faithfully represented in the design.
Logo graphics should be visually balanced.
Avoid using bright, neon colors, as well as dull, dull colors.
Logo design cannot break any of the above principles.
V. Design requirements
(1) Basic requirements
1. In the design process, we will use as simple graphics, lines and Color to complete.
2. Strive for ingenious and unique ideas to achieve beautiful visual effects.
3. The graphics should be concise and summarized, but also artistic, so that people who have seen them can remember them.
4. The application of the logo must be easy to use, whether it is printed on business cards, albums, or made of outdoor materials, it must be able to be well realized.
Basic requirements for logo design:
(2) Aesthetic requirements
1. Symbolic beauty
Logo art is a unique Graphic design art with symbolic art characteristics. It takes the forms, symbols (including words), colors, etc. that originate from nature, society, and people's concepts, and refines and processes them through art to structure them into graphic symbols with complete artistic quality, thus distinguishing them from decorative pictures and other Art design. To some extent, logo graphic symbols have the simplicity, aggregation and abstraction of text symbols, and sometimes they even directly use ready-made text symbols, but they are different from text symbols. It is embodied in the form of "graphics" (ready-made text symbols must be graphically transformed), and is more vivid, artistic and intellectual. Symbolic beauty is the most important artistic rule in logo design. Logo art is the art of graphic symbols.
2. Characteristic beauty
Characteristic beauty is also a unique artistic feature.
What logo graphics reflect is not the individual characteristics (personality) of individual things, but the essential characteristics (uniqueness) of similar things as a whole, that is, category characteristics. Through the artistic strengthening and exaggeration of these characteristics, the artistic effect of consciousness is obtained. This is completely different from other plastic arts that achieve touching artistic effects through flesh-and-blood personality portrayals. However, its expression of the unique characteristics of things is not uniform and conceptual. The same unique characteristics can and must have different personal and morphological beauty in different designs, thus each has its own unique artistic charm.
3. Concise beauty
Compact composition and concise graphics are the structural beauty principles that logo art must follow. Logos are not only used alone, but are often used in various documents, promotional materials, advertisements, images and other visual communication materials. A logo with concise beauty can not only show its independent and complete symbolic beauty in any visual communication (no matter how big or small it is), but also produce a strong decorative beauty for the visual communication. Condensation is not simplicity. Concise structural beauty can only be obtained through refined artistic refinement and generalization.
4. Simple beauty
The language of logo art must be simple and simple, and try to avoid redundancy. All dispensable, usable and dispensable graphics, symbols, words, and colors are resolutely used; all non-essential details are resolutely eliminated; if one artistic method can be used, two will not be used; if it can be expressed with one point, one line, and one color Never add a little more color. Highly simple yet highly aesthetic, this is where the difficulty lies in the art of logo design.
(3) Use of color
In the history of the development of logo culture, the status of color is very important. As a non-verbal form of logo, the information to be conveyed is very limited, and color exerts great power with its bright and eye-catching visual communication characteristics and symbolic power.
Due to the greatly accelerated pace of life in modern society and the rapid development of various mass media, modern people are exposed to a large number of corporate logos or product trademarks every day. This requires signs to be as highly identifiable as signals, so that the public can focus on a certain sign among many signs and leave a deep impression on a certain sign in the shortest time. Therefore, if packaging color is the factor that contacts and attracts the public on the front line of marketing, then logo color is the most concentrated, constant, and massive color recognition factor. No matter how the packaging design changes, the color of the logo is relatively stable. Therefore, using standard colors in logo design can not only attract consumers' attention, but also enhance the public's memory, thereby making consumers pay attention to it. The logo leaves a deep personal impression, further familiarizes the memory, triggers associations, generates emotional stereotypes, and builds consumer confidence.
In the world of commodities, we can feel the magical power of logo colors everywhere. For example, Coca-Cola's trademark is a letter graphic with white characters on a red background. According to environmental changes and the requirements of different media, red characters on a white background are used. The packaging of Fujifilm is green, and its complementary color, red, is used for the logo to achieve a strong contrast effect. The packaging of Kodak film is yellow, and its logo uses a contrasting red.
There are generally three basic methods for configuring logo colors:
(1) The combination of primary colors - the colors of primary colors are simple, strong, bright and eye-catching, and have significant artistic and communication effects.
(2) The combination of similar colors - choose only one color and use a method that relies on changes in color brightness, such as orange, orange, medium yellow, and light yellow to form a color from light to dark. The excessive color vision can express a sense of dynamics.
(3) Complementary color combination - this color configuration has sharp contrast, and the graphics are particularly eye-catching and bright, which can give people a strong visual impact.
6. Design taboos
Various taboos brought about by different beliefs in human culture are often reflected in modern human life. If the names of things that are taboo or unfamiliar to people are used in logo design, not only will it not play a good role in communication, but it will also make the logo unattractive and even lead to consumer resistance. Therefore, logo design, especially product logo design, must try to avoid various taboo contents.
(1) Text taboos
Due to cultural differences, each country has its own set of cultural beliefs and traditional concepts, so the content of taboos is different. There are mainly the following taboos on characters in logo design.
1. Surname and name.
In some countries, the use of surname text, or text that sounds similar to the surname, is prohibited in logo design. However, the logo design of some products in our country has violated this taboo, and has encountered some troubles in foreign registration and operation.
2. The names of strange things. People are often not very interested in unfamiliar things, and the use of unfamiliar elements needs to be carefully considered, such as geographical names.
3. Animal name. Different countries have different taboos and beliefs about animals. In logo design, some animals that are not popular with the public often represent bad connotations, so the names of such animals are also a design taboo.
4. Names of national and international organizations.
5. Words that are deceptive and racially discriminatory.
(2) Number Taboo
Due to the diversified nature of the media, channel logos with different numbers are often designed using the characteristics of numbers. Due to the universality of numbers, in product signs, they are considered to be elements without obvious characteristics due to their widely used nature. In some countries, digital logo designs are not legally recognized. In addition, due to differences in regional culture, people in different regions have different taboos on numbers. For multinational enterprises, the number elements of the logo should be used with caution.
For example, 13, which is recognized as an auspicious number in traditional Chinese culture, is considered an unlucky number in many Western or Asian countries, while 7 is considered a lucky and auspicious number. Therefore, in foreign logos, we often see designs with the number 7 as the main element of the logo. In the eyes of Chinese people, 6 and 9 are both relatively auspicious and widely used numbers. However, in Japan, because the Japanese pronunciation of 9 is similar to the word "bitter", the number 9 is not loved by people.
The numbers in Chinese characters are different from Arabic numerals in appearance, and have the advantages of traditional culture. The nature of the square characters themselves adds richer connotations to the design of the logo, and can also be used in some logos. produce good results.
(3) Color taboos
Each country has various traditional customs and habits, as well as different aesthetic views on things. For example, red and yellow, which Chinese people prefer, represent auspiciousness, joy, solemnity and nobility respectively, while in the United States they represent anger and cowardice. Differences in regional culture require enterprises to cater to the customs, culture and social psychology of the market area in logo design for transnational and cross-regional markets, avoid connotations that are not conducive to the development of the enterprise, adapt to the laws and regulations of the region, and at the same time comply with international standards. Conventions (see devolution table).
But there are no absolutes. People have a universal understanding and association of colors. The psychological impact of colors on people is also relative. Different countries and regions have different opinions on colors. Preferences or taboos are also relative, there is no absolute. For example, red itself is not a very popular color in the United States, but during World War II, Coca-Cola’s red color brought people a sense of hope and happiness. In a series of logos about environmental protection, sports and sustainable development, green or blue and other colors are usually used according to international practice. These colors can give people a sense of safety, reliability and freshness.
In logo design, for different genders, different personalities, different age groups, different environments, etc., the use of logo colors in various fields needs to be combined with reality or social psychology. Red, yellow, green, blue, purple, black and white, China hi hi, Japan hi hi, Ricky, Mexico hi hi, America hi, Turkey hi hi, Syria hi hi, Brazil hi hi, Argentina hi hi hi, russia hi hi, hi, hi, hi, France hi Xixi (4) Graphic taboos
Human beings have had respect and fear for all living things in nature since ancient times. This psychology can be reflected from totem symbols to the signs and symbols of the 21st century and social life in the 2020s. . People with different beliefs have their own views on different things. In Japan, the turtle is regarded as a symbol of longevity, but in our country it is considered a derogatory animal. In our country, deer, cranes, pines and cypresses are regarded as symbols of longevity.
Due to different cultural beliefs in different countries, careful consideration must be given to using symbolic graphics in logo design to avoid unnecessary losses for the company.
7. Evolution and Application
The emergence of digital media has caused many logo designs to break traditional rules and add "time" and "expression" to the static two-dimensional plane. It has gradually transformed from the flat and static form in the past to the dynamic and comprehensive direction, giving it a strong extension advantage, and will also have the effect of getting twice the result with half the effort in future promotions.
Multimedia logo
Multimedia organically integrates traditional and mutually separated forms of information dissemination (such as language, text, sound, images and videos, etc.) to carry out various processing, transmission and display of information. In this way, the expression means and scope of visual communication design have been greatly expanded. The future visual communication design will be comprehensive, covering all human senses.
The release process of the 2008 Beijing Olympics mascot "Fuwa" is an example. In the past, the display of mascots was a physical object or display panel that was clear and visible at a glance. This exhibition is different from the past, using high-tech technology to display in different levels and time. First, laser technology is used to outline the outer contour, and then the main image gradually emerges from virtual to real. At the same time, multimedia is used to integrate sounds, images, images, etc. The whole process is full of suspense, arousing people's curiosity and thirst for knowledge step by step, and imprinting the vivid image of "Fuwa" into people's minds. It can be said that the whole process is a grand and novel display form that is carefully designed.
Transformed logos
As an emerging communication medium, the Internet has added temporality and interactivity to logos, making them both two-dimensional (plane) and three-dimensional (space). The dimension of time is added, moving towards the fourth dimension. The logo has become a cultural life that is closely related to society and viewers, has expressions, can react sensitively, and continues to grow and enrich.
Pet logo
Electronic pet-style logos appear on many software and websites. This kind of logo is real-time, interactive, and companionable. It can perform various humorous and cute actions. Its shape is three-dimensional and dynamic, and it is like a pet accompanying you throughout the process. The logos of software and websites such as OICQ and Maopu have been expanded into rich emoticons, which can be used by netizens when chatting and trolling, and have become a language and tool for netizens to express their feelings instantly. Therefore, these signs can no longer be called "mascots", but can only be called "pets", which have a sense of intimacy and participation that traditional mascots do not have.
8. LOGO Design Concept Expression Rules
Formal Beauty Rules
Logo design is a visual art. When people look at a logo graphic, they also an aesthetic process. In the aesthetic process, people evaluate, analyze, and compare the visually perceived graphics using relatively objective standards recognized by society, which arouses aesthetic impulses.
Unity and change
Any perfect logo must have unity. The simpler this unity is, the more beautiful it is. But only unity without change will not make people feel interesting or beautiful, nor will it last long. This is because there is a lack of stimulation. Change is the source of stimulation and has the effect of arousing interest, but changes must also be regular and irregular. Change brings chaos and complexity. Therefore change must occur in unity.
Symmetry and equilibrium
Equilibrium is seeking stability in asymmetry. Balance can be divided into two categories: harmonic balance and contrastive balance. Harmonic balance refers to isomorphic equivalence, that is, the shape, size, and weight of the figures arranged on both sides of the central axis are equal or identical. In addition to the balance of pattern and shape, there is also the balance of quantity and color, which must be considered accordingly when designing logo graphics to pursue the visual tension of the logo.
Rhythm and Rhythm
Rhythm is the condition of rhythm, rhythm is the deepening of rhythm, and rhythm is "temperature". This kind of rhythm is not only reflected in music, but also reflected in other aspects. , when an object loses its equilibrium, it will cause motion. If this kind of movement is regular, it is called "law". In the design of logo graphics, if the length, thickness, curvature, direction, etc. of the lines are changed to varying degrees and cleverly combined, different "rhythm" forms will be created, which can be summarized into: cyclic body, repetitive body and continuum.
Harmony and Contrast
In logo design, contrast and harmony are widely used, such as size, direction, virtuality and reality, height, width, length, concave and convex, straightness, number, thickness , movement, and the comparison of odd numbers and even numbers.
Contrast is the way for logo graphics to obtain visual characteristics, and harmony is the guarantee for completeness and unity of logos.
Proportion and Scale
Any perfect graphic must have a coordinated proportion. Commonly used ratios in logo graphics include integer ratios, additive series ratios, phase difference series ratios, geometric series ratios, golden ratios, etc. The formal beauty rules of logo design cannot be understood in isolation and one-sidedly, because the design of a beautiful graphic often requires a comprehensive use of multiple rules to express it. These laws are interdependent, interpenetrating, interpenetrating, overlapping, and promoting each other. With the changes of the times, aesthetic standards and design techniques are also constantly developing. Due to the greatly accelerated pace of life in modern society and the rapid development of various mass media, modern people are exposed to a large number of corporate logos or product trademarks every day. This requires signs to be as highly identifiable as signals, so that the public can focus on a certain sign among many signs and leave a deep impression on a certain sign in the shortest time. Therefore, if packaging color is the factor that contacts and attracts the public on the front line of marketing, then logo color is the most concentrated, constant, and massive color recognition factor. No matter how the packaging design changes, the color of the logo is relatively stable. Therefore, using standard colors in logo design can not only attract consumers' attention, but also enhance the public's memory, thereby making consumers pay attention to it. The logo leaves a deep personal impression, further familiarizes the memory, triggers associations, generates emotional stereotypes, and builds consumer confidence.
The color configuration of logo graphics should focus on the relationship between the brightness and purity of various hues, and study people's feelings and preferences for different colors. The specific requirement for logo color is to use simple colors. It is best to use one color to unify the graphics, otherwise it will give people a messy and difficult-to-read feeling, making the logo unable to play its due role.
There are generally three basic methods for configuring logo colors: First, the combination of primary colors - the colors of the primary colors are simple, strong, bright and eye-catching, with significant artistic and communication effects; second, the combination of similar colors - choose only one kind Color, adopt methods that rely on changes in color brightness, such as matching with orange, orange, medium yellow, and light yellow to form an excessive color vision from light to dark, which can express a sense of dynamics. The third is complementary color matching-this color configuration , the contrast is sharp, and the graphics are particularly eye-catching and bright, which can give people a strong visual impact.