How to design a trademark logo

(3) The form of the trademark logo. When the styling elements of the trademark logo design are determined, the next step is to choose the appropriate composition form, seek unity in change, and seek change in unity, so that the trademark logo strives to be concise, crisp, unified, and perfect in the expression of visual language. In terms of composition, there are contrast, symmetry, balance, harmony, repetition, addition, gradient, emission, breakthrough, three-dimensionality, rhythm, etc. (5) Refinement of the trademark logo. After the trademark logo shape is determined, it must be refined and modified to ensure the accuracy and completeness of the trademark logo shape. At the same time, it is also necessary to plan in advance the future development of the overall communication system. Correspondence work for use, the projects are: (1) Visual modification of trademark logo shape; (2) Numericalization of trademark logo shape (production of drawings); (3) Correspondence between regulations and reduction of trademark logo usage size ; (4) Variant designs of trademark signs; (5) Provisions on the combination of trademark signs and basic requirements. a. There are three general drawing methods for trademark marks: (a) Square marking method (b) Numerical proportion marking method. b. The regulations on the size of the trademark mark and the corresponding reduction should be set according to the scope of application. For normal use, it can be Made according to standards; when it is necessary to reduce the size when used on business cards, envelopes, letterheads, labels, etc., the strokes can be reduced to ensure that they are clear and easy to read. c. Regulations on variant designs of trademark signs, various variant designs should be carried out according to the scope of application, as well as process limitations and visual effects. Such as display venues, printed media, advertisements, etc. However, in this type of design process, the principle of not losing the design concept of the original trademark mark and the standard form of the mark can be highly scalable for flexible use. The general expression form is: (a) The expression of changes in line thickness; (b) The expression of color and black and white, positive and negative expressions; (c) The expression of hollow body, screening, repetition, gradient and other expressions. d. The combination of trademark logo and basic elements stipulates that the combination system can analyze and set the required unit combination according to the specifications, dimensions, layout position, direction, etc. of the application design project. There are the following types of trademark logos and basic combination systems: (a) combination units of trademark logos and company names and standard characters of brand names; (b) unit combinations of trademark logos and standard characters of company full name; (c) trademark logos and company names , the unit combination of brand name, standard characters, corporate slogans, and promotional slogans; (d) the combination unit of trademark logo, company name, brand name standard characters, and company's full name, address, and telephone number. (2) Expression methods of trademark signs The expression methods of trademark signs can be roughly summarized into four types: (1) Pictogram; (2) Symbol; (3) Abstract summary (4) Text composition (1) Pictographic expression method is to use natural Form is used as a design element, and it is highly summarized and refined to form a pattern, and a perceptual image is used to directly (or through association) convey certain information and ideological content. (2) Symbol is to use some specific imagination to express a similar abstract concept that is intrinsically related, or to use something to express another thing that is difficult or inappropriate to express directly. This type of symbol An expression is a roundabout way of expressing another thing using the generally accepted assumed meaning that people give to one thing. (3) Abstract generalization is divided into two categories. One is abstract art graphics, which are based on natural objects, segmenting, reorganizing, and combining them, such as dragons, phoenixes, etc., or deforming, exaggerating, and anatomically abstracting them. composition, etc.; the other type is pure abstract symbols, such as points, lines, surfaces, words, geometric shapes, etc., which are arranged and combined to form abstract graphics, which can arouse people's psychological and logical associations and express certain ideas. Artistic conception reflects specific content. This type of trademark logo has a strong sense of modernity and formal aesthetics, as well as clear personality characteristics, good visual effects, and easy memory. (4) Text composition The trademark mark consists of variations of a single font and a combination of phrases, and can also be combined with graphics. Five, Chinese characters or Latin letters have a long evolution process from concrete to abstract. As far as the characters themselves are concerned, they already have the beauty of patterns. As long as the strokes and structures of the characters are beautified, decorated, deformed, exaggerated, Organizations, etc. can create trademark logo graphics with strong formal aesthetics and distinctive personality. (4) Color expression of trademark signs Trademark signs should not use complex color expressions. Generally, monochrome is the main color. Color expressions should not exceed three sets of colors. The colors must be simple and bright. Color also has its own personality characteristics and emotional symbols, and also produces different associations due to people's "constant" experience with colors. Therefore, the color selection of trademark logos must be linked to the main content and personality characteristics, and the trademark can be accurately expressed by color. The design intent of the logo. (6) Expansion and use of trademark logos Trademark logos have become an integral part of the CI strategic system. They are not only symbols for products and corporate images, but also bear the responsibility for publicity and advertising of corporate and product management concepts and corporate spirits. From multiple perspectives, Expand its image on multiple levels.

The specific application scope is as follows: (1) Business supplies (business cards, letterheads, envelopes, bills, notes, etc.); (2) Advertising media and formats; (3) Logo, signboard, display; (4) Transportation, appearance Design; (5) office room, environmental design; (6) packaging design; (7) gifts; (8) employee clothing; (9) office supplies (ashtrays, pencils, tables and chairs, guest house supplies, cups and plates, etc.) and above It is the basic common sense of modern trademark and logo design. It should be used flexibly in specific creative designs, and in the process of practice, we should continue to study and study the trends and development trends of Chinese and foreign trademark and logo design, and constantly improve our adaptability to design. 1. Creative design and artistic rules of trademark logos The basic function of trademark design is its identification. Creative design is to find novel and unique symbols through comprehensive planning, and to convey and communicate ideas through such symbols. (1) Elements of Trademark Logo 1 The naming of trademark logo is the primary consideration. A perfect and distinctive trademark logo and its brand name must be intrinsically linked to the product and enterprise, and must be loud, catchy, easy to remember, impressive, and contemporary. A good naming has a great impact on graphic creative design. The naming of trademark marks for export goods must also be correctly selected from the phonetic meanings of Chinese and foreign languages. 2. The styling of trademark signs can be divided into two categories. The first is the modeling elements, which are the expression of the five modeling elements: point, line, surface, body and comprehensive. Each element has its own unique modeling meaning and characteristics. In the design, a certain modeling element is selected as a trademark. Only on the basis of the vertical development of the logo can we derive the composition principles that are appropriate to the times. The second is the conceptual development of styling elements, that is, selecting patterns, cartoons, personifications, geometry, combinations, illustrations, photography, fonts, dynamics, etc. as styling elements according to the meaning of the corporate brand name, and Choose one of these or a comprehensive styling technique for horizontal and horizontal development. The organic combination of the above two types can generate creative graphics for trademark logo design. Take the design of the American company (GILLETTE) as an example: (1) The theme of its logo is mainly based on the company name. (2) The design concept starts from the first letter of the company name and uses this to develop countless horizontal developments. (3) Lines are used as styling elements as fixed points for in-depth vertical development. The design direction always revolves around the change of the "G" shape. In summary, the following key points of graphic creativity are drawn. First, look for and develop styling elements from the product characteristics and corporate spirit of the business philosophy, and carry out horizontal development of idea development. Second, determine the styling elements of the trademark logo design, and select appropriate composition principles for in-depth and targeted vertical development.