Uniqueness is a more basic requirement of vi logo design. The formal law and particularity of the logo is to have its own unique personality, and there is no similarity, which makes the logo logo design unique, concise and outstanding, pursuing the creation of unique visual feelings and leaving a deep impression on people. Therefore, the more basic requirement of logo design is to be different from the existing logo, and try to avoid being similar to various registered existing logos in name and graphics. Creative signboards with their own characteristics have vitality. The more distinctive the signs of personality characteristics, the stronger the appeal of visual expression.

Second, the logo design considerations:

Attention is the visual effect that a sign should achieve. Excellent signs should be attractive and give people a strong visual impact. Because only by attracting people's attention can the information conveyed by the signs have an impact on people. In logo design, paying attention to contrast and emphasizing the vividness and distinctiveness of visual images are important formal elements to generate attention. In particular, the design of public signs requires strong visual impact not only in normal environment, but also in various environmental conditions. Trademark design also requires maintaining a good visual image of the trademark in various applications, so that the trademark can play a positive role in highlighting the brand whether in the packaging of goods or in the publicity of various media.

Third, the popularity of logo design:

Popularization is an important factor for signs to be easy to identify, remember and spread. Popularization is not simplification, but less awards, profound ideas, obvious images and appeal to both refined and popular tastes. Popular signs have the characteristics of wide public awareness and strong intimacy. As far as trademarks are concerned, a popular trademark image should first have a distinctive, loud and pleasant trademark name. Based on a good brand name, we should comprehensively consider the characteristics of trademarks, choose a better scheme, and then carry out specific graphic design. A good brand name not only affects the future circulation and spread of goods in the market, but also determines the whole design process and future effect of designers. An excellent trademark should have the following points:

1, combined with the content and characteristics of the trademark, has an inherent close relationship with the commodity;

2. According to the time of trademark registration, it can reflect certain ideological content and the spirit of the times;

3. Modern trademarks should be full of human touch and life breath, giving people a sense of intimacy and relaxation.

So try to make trademarks have the characteristics of speaking, listening, understanding, auspiciousness and communication. Trademark design should also pursue loud, beautiful, smooth, concise, clear and easy to identify, so that trademarks have popular and easy-to-remember personality characteristics in hearing and vision.

Fourth, the universality of logo design:

Universality means that signs should have wide adaptability. The universality requirement of the logo is determined by the function of the logo and the characteristics of displaying and publicizing the logo in different carriers and environments.

1. From the point of view of logo, it is required that logo can be used to zoom in or out, displayed in different backgrounds and environments, and produce effects in different media and changes. That is to say, a sign of success, whether it is big or small in the north, whether it is in a short distance or a long distance, whether it is in a complex environment or an empty space, whether it is static or dynamic, must ensure that viewers can quickly and correctly identify it.

2. From the overall perspective of product modeling, packaging and decoration of trademarks, it is required that the modeling of trademarks should not only be beautiful, but also pay attention to coordinating trademarks with the attributes of specific products and the characteristics of packaging and decoration.

Judging from the universality of signs in reproduction and publicity media, it is required that signs can adapt to the characteristics of plate-making printing and the reproduction process of different material carriers. For example, the image of the logo should adapt to the reproduction process of metal materials, such as carving, molding, casting and calcination (casting is the process of heating metal to a critical temperature, stamping and other processes to change the properties of metal objects, but it will change the properties, especially the surface properties, usually surface treatment processes); Suitable for copying processes such as stickers and neon lights; It is suitable for fast-paced TV screen reproduction and display.

Verb (abbreviation of verb) marks the information of design;

The information transmission of symbols has many contents and forms. Its content information is spiritual and material: real and imaginary; There are enterprises and products; And raw materials and technology. Its information composition is both simple and complex. The forms of symbol information transmission are graphics, text and combination of graphics and text; There are direct transmission and indirect transmission. People's perception of information is both concrete and abstract; There are dominant and recessive. Generally speaking, the processing and adjustment of logo information should try to pursue concise modeling language and express compatible information with rich connotation, clear focus and easy understanding for the audience. Excellent signs have the perceptual characteristics of concise image, outstanding personality and information compatibility.

Six, logo design culture:

Culture is the inherent attribute of the logo itself. The cultural essence of signs is to show spiritual information such as national traditions, characteristics of the times, social customs, enterprise or group ideas through signs. In the specific logo image, these cultural attributes are naturally integrated into the content and form of the logo consciously or unconsciously through the logo designer's understanding and conception of things. Therefore, the culture in the logo can also be regarded as the characteristics of the design style or design taste of a specific logo. A symbol with strong cultural flavor and high design taste must be an extraordinary work with rich associations and thought-provoking.

Seven, the artistry of logo design:

Artistry is the key to whether logo design can give people beautiful enjoyment. Through ingenious ideas and techniques, the meaning of the logo is combined with the beautiful form, which embodies the artistry of the logo. A symbol of strong artistry, accurate positioning, unconventional conception, novel and generous modeling; The rhythm is clear and lively; It has the characteristics of uniform change and rich decoration. In the specific logo design, in addition to strong personality characteristics, other requirements of the logo should be flexibly adjusted according to the current situation of similar signs, focusing on the main information to be conveyed by specific signs, without demanding all specific requirements. In short, any masterpiece in logo design must have the basic characteristics required by logo design, such as the unity of content and form, outstanding personality, vivid image, strong attention, easy identification and memory, and giving people beautiful enjoyment.