There are several ways to design logo.

first, make clear the positioning of logo design

second, analyze several common logo design forms

third, several common logo design directions

fourth, matters needing attention in logo design

fifth, summary

Next, let's take a look at them one by one! ~

First, make clear the positioning of logo design

Positioning is also needed in logo design, and even must be considered, because logo, like our names, will always follow in various occasions or corners, such as TV/billboards/leaflets/websites/various peripheral products, and you will find that a logo is something visible to the naked eye, such as color/texture/form.

For example, when you see the logo of McDonald's, you will never think that it is an arms seller, but that it is accessible to the people with affinity. For example, when you see the logo of Dabao, you will never regard it as a luxury skin care brand, and what kind of visual effect will give people what kind of psychological feeling, which is roughly the reason.

in this way, a complete logo contains two levels of meaning, tangible and intangible, and there is also the theory of positioning.

this is why many enterprises will constantly upgrade or revise their logo with the changes of the times in the process of development. Because the positioning has changed or the aesthetic direction of the times has changed, everything has to change with it, but some actions are bigger and some actions are smaller.

Take QQ's logo as an example, we will find that this penguin has gone through a process from flattening to texture and flattening, and its shape has changed from short and chubby to a lanky penguin teenager, with more concise expression lines and cleaner colors. On the one hand, these subtle adjustments indicate that he is growing with the audience and becoming more international, which is the need of business development and situation.

at the same time, a good logo can also be used for visual extension, which is convenient for application in a wider range of scenes. When people see this visual element, they will immediately think of it in their minds, that is, it will occupy the user's mind, thus increasing the emotional stickiness between users and brands.

For example, Tmall's cat head element:

Having said so much, I just want to say that before designing the logo, it is best to consider such three levels: tangible visual level/intangible positioning level/visual extension level.

second, analysis of several common logo design forms?

that's all for pre-positioning analysis. let's take a look at some common routines of logo. I found that there are so many logo in the world, but the design forms are nothing more than these: text deformation/English abbreviation/English font/English font deformation/graphics+text/graphics+English.

Let's take a look at a few examples:

1. Character deformation:

Each of our Chinese characters is a graphic, and there are many ways to write the same character, and each Chinese character has evolved from thousands of years of cultural heritage, so the logo of character deformation is not only beautiful, but also always exudes a literati atmosphere. This type of logo is more suitable for tea/bookstores/cafes.

However, due to the different font/color matching/texture processing, it can actually take various routes, not necessarily just the literati route:

However, this kind of deformed logo is more suitable for domestic use, and it is still a bit difficult to take the international route. After all, graphic symbols or English letters are the international common language.

2. Abbreviations in English:

For example, on August 14th, 213, L 'Oré al purchased the Beauty Mask, and in 215, it immediately revised and upgraded the Beauty logo, which was completed by Japanese design master Kenya Hara. Now it really looks more international than the original logo.

3. English fonts:

It is found that many digital technologies/high-end skin care and beauty cosmetics/luxury bags/high-end clothing accessories use the English font logo, or slightly modify some English fonts to reflect internationalization. No matter what is internationalized, it will give people a sense of identity, quality and fashion, which is probably a need to meet the vanity of customers.

For example, the clothing brand Taiping Bird, now renamed peacebird, really sounds more foreign immediately. For example, wasn't there a joke before? The translation of Liushen toilet water into English six god immediately sounds like the name of a big-name perfume in a country.

then Baidu translated it, and it really did. . .

However, for new brands, if you don't have excellent technology/features or capital, it will be more difficult to blindly implement this set in China. After all, where is the public perception? It's really hard to remember to name a new brand in China and make an English logo ~

In addition, some English font logos can at least be recognized as fonts, but some changes will be relatively large, and basically it's not fonts, but graphics.

4. Graphics+words:

The combination of graphics+words is the most commonly used and universal logo form in China. There are both horizontal and vertical versions, and this form is also suitable for any temperament and any brand, except those who want to play with individuality or minority. They don't want to follow the crowd, they want to be different ~

5. Graphics+English: < p There are also horizontal and vertical versions, and this form can also be applied to any temperament and any brand, but it is hard to say that minority brands or designer brands want to be different after all ~

Third, several common logo design methods

Since several common logo forms have been mentioned above, let's take a look at several common logo design methods:

1. Font deformation method

The so-called font deformation method, On the basis of the original brand name or enterprise name, do some effects or deformation treatment, and it is best to combine some personality or nature of this brand to give full play to creativity. Take "designed noodles" as an example, we can reflect the direction of "design" and show you a font deformation work made by one of our flour for designed noodles in design practice. That's what it means:

It's just that I think this work can be done better, so I gave some comments and suggestions at that time, and you can also have a look:

2. Graphic association method

For example, taking the words "noodles for design" as an example, we can associate it from two aspects:

Related things:

We can associate it with doing. I will use some tools such as brushes/／ps／/computers, and I will think of things that can reflect creativity, such as light bulbs/brains/colorful blocks, and I will think of the work of female designers.

what do we think of when we see the word noodles? Think of long noodles/noodles in a bowl/one noodle/many noodles/straight noodles/curly noodles and so on;

so we combine all the images related to design (assuming the number is a) and noodles (assuming the number is b) that we can think of, and there will be axb logo creative direction, and so on, which is actually equivalent to the permutation and combination formula in advanced mathematics (if you forget this mathematical knowledge, go to Baidu yourself).

Let's take "designed noodles" as an example, and show you some creative directions that our flour made for WeChat official account before (with my comments):

Let's take another example of this mosaic photo of foreign brushes and noodles, which is also very instructive, just matching my name:

On the goal vision:

We can think that designed noodles are actually a connection and design. It is both an information transmitter and an information receiver. It can also become a part of everyone's life or work. You can come to her if you have any questions or needs, or you can talk to her if you are happy or unhappy. What will you associate with it at this time? I think of companionship/space/data language symbols and so on.

But if you think from this direction, it may make people feel a little distant and difficult to understand, because ordinary people can't understand these meanings literally, so if you want to take the affinity or mass route, it is not suitable for this direction. You can try to take the route that is more expensive or determined to take Maslow's high-level demand.

Nike, for example, sells sports shoes and sportswear, but it is not only born to meet your lowest-level need for clothes or shoes, but also to meet a higher-level need to represent your beliefs. What he will convey to you is a spirit: just do it!

Of course, it is not cheap, even a pair of shoes can be fired to thousands of pairs (well, faith is expensive. . )

3, the first letter extraction method

As the name implies, it is to use the first letter of the name to design the logo. For example, after the first letter of the designed noodle is extracted, it will become zsjdmt, but my name is too long, so it is not suitable to use this method, which is neither convenient for memory nor convenient for design. If the name is short, for example, you can try it. It is good for everyone to know that there is this method, so I won't elaborate.

4. The letter deformation method

As before, the first letter of the name is extracted for deformation, so as to get a new graphic as the logo. This method is also suitable for short names within three words, such as LG/SF of SF:

5. The physical derivation method

This method is suitable for enterprises or brands whose names themselves are more figurative, and their logos are often direct. For example, Shell's logo is a shell, Apple's logo is an apple with a bite, the hammer's logo is a hammer, and Tmall's logo is a simplified picture of a cat. You know what the following logos are even if I don't put their names ~

6. Positive and negative

Some names are more tricky. The figure composed of his association or her initials can just be processed into a positive and negative form. You can never get tired of seeing such a logo, and it will make people smile and deepen their impression, which is worth recommending ~

Fourth, logo design considerations

With the positioning direction and design methods, there are some logo design considerations. Mainly the following six avoidances and four advisability:

Six avoidances:

(1) Avoidance is too scattered

When making a font-deformed logo or piecing together a number of derivative graphics, people who have a bad grasp of plane composition are always prone to make the logo scattered or look incomplete, and the solution is to learn the basic knowledge of plane composition.

For example, the following type of logo has a little literary flavor or emotional thoughts in it. If it is a person with a weak foundation of plane composition, the possible styles will be scattered, which will not look good. It looks casual and actually has a composition principle. This is the foundation:

(2) Avoid disunity

When someone makes a logo with font deformation, the same strokes are treated differently.

(3) It's too complicated

logo itself is to do graphic design in a small area, and it will be used in different occasions, so the model must be concise, and the simpler the graphics, the wider the application scope, and you will find that the bigger the logo, the more concise it is.

how is it simple? For example, your logo is taken from the shape of a white cloud, so it is difficult for you to keep the winding lines of the real white cloud. In fact, smooth circles and straight lines can be used directly. For example, if your logo is taken from the shape of a hill, do you want to keep the real zigzag ridge lines? In fact, just use a triangle or a few smooth arcs instead.

Those so-called real little details can be removed, which will be concise.

(4) Type is not satisfactory

A few days ago, a flour sent me a platform logo about C2M. One of the models looks ok, but it doesn't match its literal meaning. His logo looks like C2C instead of C2M, so this direction is off.

the p>logo is beautiful and creative, but it should also be expressed accurately.

(5) Imbalance

If the final logo feels unbalanced, it is probably the reason why the basic knowledge of composition is not well mastered, which is the same reason as the picture looks scattered, so the solution is to lay a solid foundation for composition and practice frequently. This also takes a long time to practice and see to form a sense of visual balance.

(6) Temperament doesn't match

A few days ago, another flour sent a logo design to me for advice. As soon as I saw it, they are an e-commerce platform for art derivatives, and the target group is young people. It is reasonable to say that the logo should be designed with a more tonal literary style, but he made a very round cartoon shape and used green, so the whole temperament doesn't match. This is caused by not considering the positioning at first, of course.

In short, the solution is to look at more, observe more people of all kinds, their preferences and habits, and find out what positioning is suitable for the type of design over time.

Four things:

(1) Visual extension

It is best for your logo to extract the graphic elements that can be visually extended, which is convenient to spread with the help of the Internet. For example, the extraction and application of the "O" element in the 1 yuan cycling poster planned by ofo sharing bicycles some time ago, and the extension and application of the image of the cat's head in some large-scale activities of Tmall are all very good cases. Users will know that you are the color or the shape element as soon as they see it.

(2) There are rules to follow

The so-called rules to follow actually refer to two aspects. On the one hand, it means that the graphics of the logo are sourced and not fabricated out of thin air. On the other hand, it means that the elements that make up the logo are interrelated and regular, instead of suddenly appearing a very different and abrupt graphic element that doesn't match the whole.

(3) Figure Geely

Before that, I was asked by flour about the relationship between design and geomantic omen. Actually, I don't know much about geomantic omen, but generally speaking, some taboo colors or figures can be used. For example, some business owners I mentioned earlier don't like yellow or green, others don't like the shape of X, or they don't like the sharp form. In short, it's best to ask the boss before the design starts to be implemented.

for example, if you imitate the form of 3M and make a logo that looks like 2B,