Logos, logos, and trademarks are products of the modern economy. They are different from ancient imprints. Modern logos carry the intangible assets of the enterprise and are the media for the company's comprehensive information transmission. As the most important part of a company's CIS strategy, the logo is the most widely used, most frequent, and most critical element in the process of corporate image transmission. The company's strong overall strength, perfect management mechanism, high-quality products and services are all embodied in the logo. Through constant stimulation and repeated portrayal, it remains deeply in the hearts of the audience.

Means of expression of the logo

1. Representational techniques: Use an image that is directly related to the logo object and has typical characteristics, and directly describe the stunned meaning of the logo. This method is direct, clear, clear at a glance, and easy to understand and remember quickly. For example, the publishing industry uses the image of a book, the railway transportation industry uses the image of a locomotive, the banking industry uses the image of coins as its logo, and so on.

2. Symbolic techniques: Use graphics, words, symbols, colors, etc. that are connected in some sense with the content of the logo to symbolize the abstract connotation of the logo object in metaphors, descriptions, etc. For example, crossed sickles and axes are used to symbolize the alliance of workers and peasants, and tall seedlings are used to symbolize the healthy growth of children. Symbolic signs often use related objects that have been recognized by society as effective representatives. For example, doves are used to symbolize peace, lions and eagles are used to symbolize bravery, sun and moon are used to symbolize eternity, pine cranes are used to symbolize longevity, white is used to symbolize purity, green is used to symbolize life, etc. This method is profound, adapts to social psychology, and is popular among people. 3. Allegorical techniques: Use images that are similar to the meaning of the logo or are allegorical to express the content and characteristics of the logo in a way that alludes, suggests, and indicates. For example, use the image of an umbrella to indicate moisture resistance, use the image of a glass to indicate that it is easily broken, and use the image of an arrow to indicate direction.

4. Simulation and summing method: a method of imitating or comparing the characteristics or meaning of the marked object with the image of things with similar characteristics. For example, Japan's All Nippon Airways uses the image of a crane spreading its wings to compare with flying and auspiciousness, and Japan's Sagawa Express uses the image of a running character to compare with express delivery.

5. Visual techniques: Use concise and unique abstract graphics, words or symbols with no special meaning to give people a strong sense of modernity, visual impact or comfort, and attract people's attention And unforgettable. This method does not rely on graphic meaning but mainly relies on the visual power of graphics, text or symbols to express the logo. For example, the Japanese company Isuzu uses two prisms as its logo, and Li-Ning sportswear uses the pinyin letter "L" as its logo with a horizontal exaggeration. In order for people to identify the things they mark, such signs are often equipped with a small number of small characters. Once people identify with the sign, they can identify it even if the small characters are removed.