logo design knowledge: what is a logo?

LOGO, logo, logo and trademark are the products of modern economy, which are different from the ancient imprint. Modern logo carries the intangible assets of enterprises and is the medium of comprehensive information transmission of enterprises. As the most important part of enterprise CIS strategy, trademarks and signs are the most widely used, the most frequent and the most critical elements in the process of corporate image transmission. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, and they are deeply left in the hearts of the audience through constant stimulation and repeated portrayal.

the design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, so that people can naturally associate with the logo while seeing it, and thus identify with the enterprise. Logo design is closely related to the operation of the enterprise. logo design and trademark design are essential elements in the daily business activities, advertising, cultural construction and foreign exchange of the enterprise. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned out with a torch, Coca-Cola can get up again with its trademark." As you can imagine, the importance of logo design. Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of signs. In the initial stage of enterprise establishment, good design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the entrepreneurial spirit and industrial characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to enterprises when they develop and make changes and adjustments. After the Bank of China changed its logo, the replacement outdoor media was removed nationwide, resulting in a loss of 2 million.

Process of logo design

1. Investigation and analysis

Trademarks and logos are not just a combination of figures or words, they are standard visual symbols formulated for enterprises according to their composition structure, industry category and business philosophy, and fully considering the objects and application environment contacted by trademarks and logos. Before designing, we should first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of trademarks and signs. Understanding competitors is also an important step. The important use of trademarks and signs, that is, identification, is based on a full grasp of the competitive environment.

2. factor mining

factor mining is a further preparation for design and development. Based on the analysis of the survey results, we will refine the structural types and color orientation of trademarks and signs, list the spirit and characteristics that trademarks and signs should embody, dig up relevant graphic elements, and find out the direction of trademark and sign design, so that the design work is targeted, rather than the aimless combination of words and graphics.

3. Design and development

With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development can be carried out from different angles and directions. Through the designer's understanding of trademarks and signs, give full play to his imagination, and use different expressions to integrate design elements into the design. Trademarks and signs must be profound in meaning, distinctive in features, atmospheric in modeling, stable in structure, and suitable for enterprises in color matching, so as to avoid being conventional or popular. Different trademarks and signs reflect different emphases or appearances. After discussion, analysis or modification, find out the trademarks and signs suitable for enterprises.

4. Logo amendment

The details of the trademarks and logos determined in the proposal stage may not be perfect. After the revision of different forms such as standard drawing, size correction, black-and-white application and line application, the use of trademarks and logos will be more standardized, and the characteristics and structures of trademarks and logos will not be lost when used in different environments, so as to achieve unity, order and standardization.

means of expression of logo design

1. Trademark design, logo design representation technique: use images with typical characteristics that are directly related to trademarks and logo objects, and tell the logo that it is dumbfounded. This technique is direct, clear, clear at a glance and easy to understand and remember quickly. For example, the image of the publishing industry as a book, the image of the railway transportation industry as a locomotive, the image of the banking industry as a trademark, logo graphics and so on.

2, trademark design, logo design symbolism: the use of graphics, characters, symbols, colors, etc., which are related to the contents of trademarks and logos in a certain sense, symbolizes the abstract connotation of trademarks and logo objects by means of metaphor and description. For example, the crossed sickle and axe symbolize the alliance between workers and peasants, and the tall and straight seedlings symbolize the vigorous growth of children. Symbolic trademarks and signs often use related images that have been recognized by social conventions as effective representatives. For example, pigeons symbolize peace, lions and eagles symbolize heroism, sun and moon symbolize eternity, pine cranes symbolize longevity, white symbolizes purity, and green symbolizes life. This method has profound implications, adapts to social psychology and is loved by people.

3, trademark design, logo design allegorical means: use images with similar or allegorical meanings to express the contents and characteristics of trademarks and logos by innuendo, suggestion and indication. For example, the image of an umbrella implies moisture prevention, the image of a glass implies fragility, and the image of an arrow indicates the direction.

4. Trademark design, logo design simulation method: the method of imitating or comparing the characteristics or meanings of trademarks and logo objects with images of things with similar characteristics. For example, Japan's All Nippon Airways uses the image of cranes spreading their wings to compare flying and auspicious, and Japan's Sagawa express bus uses the image of running characters to compare express mail.

5. Visual technique of trademark design and logo design: 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 the graphic meaning, but mainly relies on the visual power of graphics, words or symbols to express trademarks and signs. For example, Isuzu Company of Japan uses two prisms as trademarks and symbols, while Li Ning brand sportswear exaggerates the phonetic letter "L" horizontally as trademarks and symbols. In order to make people identify the things that are trademarks and signs, such trademarks and signs are often equipped with a small amount of fine print. Once people agree with this trademark and sign, they can be identified by removing the fine print.

Ten creative goals of logo design

1. Concise and vivid image

2. Strong sense of visual form and high artistry

3. Easy to identify and remember

4. In line with industry characteristics

5. Modern

6. In line with the trend of the times

7. Future

8. Color is not a legal component of trademarks and signs, and generally it cannot be used as an independent component of trademarks and signs. However, color is a part of the whole trademark and logo, and it is one of the important factors that distinguish it from other trademarks and logos.

if the color of a trademark needs to be changed after registration, it will be regarded as a change of the trademark graphic, and a new application for registration must be made. Because the trademark color is of great significance to improve the efficiency of advertising, many well-known trademarks have specified the color when registering.

logo design coordination CI, trademark strategy and brand decision

because trademark is an important promotion means and tool in marketing, it plays an important role in realizing the business objectives of enterprises, so trademark decision of enterprises is an important part of business decision.

among them, trademark strategy FAMILY: the core of trademark decision-making: trademark marketing strategy is a means and strategy to use trademarks reasonably to promote commodity sales. The strategic system originated from the United States and began to use a unified design corporate image system of management technology in enterprise management. Once this strategy was formed, it was used by famous enterprises, and it was constantly improved, forming a set of procedural norms. The strategic system is a complete publicity strategy system, which is a set of strategies and measures to infiltrate and expand the corporate image into various fields. Its purpose is to create a personalized corporate image and imprint this image in people's minds. The implementation of the strategic system is carried out according to strict planning and planning. The business communication activities of domestic and foreign branches of the enterprise must be carried out in accordance with the plan and relevant regulations. In order to impress people with a strong sense of orderly consistency in advertising, and thus strengthen consumers' impression of corporate image, trademark design strategy is an indispensable part of the strategic system, which generally requires trademarks to maintain consistency in style, concept and vision with the whole strategic system. The persuasive target of advertising is to establish trademark preference, and encouraging consumers to switch to advertisers' trademark products. Competitive advertising is a type of advertising that serves this goal. Its function is to establish the demand for selective demand, and its content is to publicize the uses, characteristics and advantages of other commodities unique to trademark goods. As a part of the strategic system, trademark strategy should reflect the strategic spirit from the trademark design, protect the integrated style, and reflect the status, reputation and image of the enterprise from the trademark. Therefore, some people say that trademark design is also the design of corporate image in a sense.