LOGO: a foreign word called logo is a sign that shows the characteristics of things. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language, and besides indicating what to replace, it also has the functions of expressing meaning, emotion and instructing actions.

LOGO can be divided into trademark, logo, logo, corporate logo, cultural logo, social activity logo, social welfare logo, service logo, traffic logo, environmental logo, mark, symbol, etc. 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, LOGO of public places, traffic LOGO, safety LOGO, operation LOGO, etc., all kinds of major events, conferences, sports meetings at home and abroad, stamps and signatures of postal transportation, finance and trade, organs, organizations, companies and individuals almost all have their own logos. With the increasing frequency of international communication, the intuitive, image-free, and language-free features of LOGO are extremely beneficial to international communication and application. Therefore, international LOGO has been rapidly promoted and developed, becoming one of the most effective means of visual transmission. Our developing China has long recognized this! All units and individuals have realized that they should design a LOGO at the early stage of development.

LOGO has many characteristics. Let us know a few points:

1. Functionality

The essence of LOGO lies in its functionality. Although it has ornamental value, LOGO is not mainly for people to watch, but for practicality. It has irreplaceable unique functions. LOGO with legal effect has a special mission of safeguarding rights and interests.

2. identifiability

The most prominent feature of LOGO is that it is easy to identify. It is the main function of LOGO to show the characteristics of things and indicate the different meanings, differences and ownership between things.

3. distinctiveness

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

4. Diversity

LOGO has many kinds and uses, and it is extremely rich in diversity in terms of its application type, composition form and means of expression. Its application forms are not only plane, three-dimensional, concrete, imagery, abstract graphics, but also color. Most LOGO are composed of several basic forms.

5. artistry

all designed LOGO should have some degree of artistry. It conforms to both practical requirements and aesthetic principles. Personally, I advocate individuality. Generally speaking, the artistic LOGO can attract and infect people more, giving people a strong and profound impression.

6. Accuracy

No matter what the p>LOGO is to explain or indicate, 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 at a glance and accurately in a very short time, which is the advantage that LOGO is superior to language and faster than language.

7. Persistence

Unlike advertisements or other promotional materials, LOGO generally has a long use value and is not easily changed.

principles and steps of LOGO design:

creative ideas, appropriate artistic expressions and concise and general expressions make it have a high overall aesthetic feeling and obtain the best visual effect, which is what I pursue in LOGO design. Actually, LOGO is a simple and easy-to-remember symbol condensed.

1. First of all, understand the purpose of use, scope of application and relevant laws and regulations of the object, and deeply understand its functional requirements.

2. It conforms to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target. Different countries, regions and nationalities are different.

3. The conception should be specific, analyzed in detail, and strive to be profound, ingenious, novel, unique, accurate in meaning and able to 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. Color should be simple and varied. Color is analyzed according to the specific moral needs. Colors have feelings, which are divided into cold and warm, distance, 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 a word, it should be just right, either strong, eye-catching or simple and dignified. Color should be determined by content, for example, blue is mostly used in electronics, communication and technology. Green is mostly used in agriculture and forestry ... all colors have their own characteristics, so I won't take up too much space here. You can write and communicate privately.

This paper introduces several positioning and conceiving methods of LOGO:

a, simplified and generalized positioning:

1, positioning by the characters of the name (Chinese, English, Pinyin)

2, positioning by the graphics of the name (people, animals, plants, buildings and other concrete objects)

3, positioning by the graphics of the name

4. Positioning

7 by representing the performance of the object, and positioning

b by highlighting the individual characteristics of the LOGO. LOGO conception method:

1. Representation method: use the image directly related to the LOGO object with typical characteristics, and tell the LOGO dumbfounded. This technique is direct, clear, clear at a glance and easy to understand and remember quickly.

2. Symbolism: The abstract connotation of the LOGO object is symbolized by means of metaphor, description, etc., which are related to the LOGO content in a certain sense.

3. Implication means: use images with similar or implied meanings to express the contents and characteristics of the LOGO in an insinuating, suggestive and schematic way.

4. simulation technique: the technique of imitating or comparing the characteristics or meanings of the LOGO objects with images of things with similar characteristics.

5. Visual sense technique: The use of simple and unique abstract graphics, characters or symbols with no special meaning gives people a strong sense of modernity, visual impact or comfort, which attracts people's attention and is 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 of expression:

1. Figurative form: basically faithful to the natural form of objective images, after refining, summarizing and simplifying, highlighting and exaggerating its essential characteristics, as a logo figure. This form is easy to identify.

2. Image form: a form that takes the form of an object as the basic idea and 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 figure often has profound abstract meaning, symbolic meaning or mystery. This form often has a stronger sense of modernity and symbols and is easy to remember.