In the language of design, a logo is more like a word. It condenses the most important content of the information expressed in a limited "number of words" and appears in a form that is more understandable to us. It is more like building a bridge between the designer and the viewer. It is an intuitive language expressed in the abstract form of design. Regarding logo design, how much do we know about it? Below, Lanqi Design will summarize several representative knowledge points for everyone to understand and apply:

1. Four types of expressions of logo design :

1. Concrete expression form: using rich and colorful materials in nature for induction and processing, with the characteristics of vivid and graphic illustrations rich in associative space.

2. Abstract expression: use simple points, lines, and surfaces as the main body to perform repetition, gradient, symmetry, emission, mutation, harmony, balance, positive and negative, borrowing, convolution, decomposition, combination, etc. Change handling.

3. Text expression form: use the full name of the enterprise or brand as the material, and deliberately change the space, structure, strokes, shape and form of the words or letters; use the prefix of the enterprise or brand name as the Materials include single prefix, double prefix, and multiple prefixes; the combination of company and brand names and their prefixes is used as the material, taking into account the distinctive styling effect of the prefix form and the straightforward appeal of the name logo.

4. Comprehensive form of expression: a comprehensive logo composed of pure text indicating phonetic sounds, a font mark combined with fonts, and pure graphics, taking into account both text description and graphic expression, and having the ability to synchronize sight and hearing Advantages.

2. Three factors that constitute logo design:

1. Logo name: This name will not only affect the future circulation and dissemination of the product in the market, but also determine the identity of the logo. The entire design process and effects. The name of the logo should be determined according to the principles of "smooth, pleasant to the ear, easy to remember, and good-looking", and should have originality, a sense of the times, and beautiful associations.

2. Logo patterns: The names of countries, 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 the 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. Logo color: The color used must be able to fully express the characteristics of the three basic elements of shape, color and quality. The commonly used three primary colors (red, yellow, blue) have relatively high purity and are more eye-catching.

3. Logo design production process

1. Fully understand the market and conduct research and analysis.

2. Refining the logo structure and mining related graphic and text elements.

3. Be consistent with the enterprise, have clear priorities and avoid becoming clichéd or popular.

4. Make reasonable corrections to the logo’s drawing, size, lines and other different expressions.

4. Basic requirements for logo design

1. Use simple graphics, lines and colors as much as possible.

2. Strive for ingenious and unique ideas to achieve beautiful visual effects.

3. The graphics should be artistic and memorable.

4. The logo must be well implemented when applied to other media.

5. Development trends of logo design

1. Wide application of three-dimensional shapes: logos are more three-dimensional.

2. Application of material and gloss: The logo breaks away from the constraints of solid color filling in the past and has a richer texture and gloss.

3. Complex and vivid images: More artistic and expressive images of logo design objects emerge in endlessly.