What is the sign?

Logo (also written as logo, pronounced as biā ozhì) is a sign that people use to express the characteristics of something in their lives. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language. Besides what it represents and replaces, it also has the functions of expressing meaning, emotion and indicating actions. The symbols interpreted by modern Chinese dictionaries are symbols that represent characteristics.

Second, the classification of signs

1, which can be divided into three categories according to the different properties of symbols.

(1) quality mark

(2) Symbol of quantity.

symbol

(3) the attributes and characteristics of the logo. For example, Deng's new definition of information: information is a collection of attribute signs (symbols) of things; Inverse Wiener information definition, information is information, and information is the symbol of matter, energy, information and its attributes.

2, according to the change of the logo can be divided into

(1) invariant flag

(2) Variable signs

3, according to the basic components, signs can be divided into:

1), text symbols: text symbols are directly composed of Chinese, foreign or hanyu pinyin characters, combined with the prefix of hanyu pinyin or foreign languages.

2) Graphical symbols: symbols represented by geometric or pictographic patterns. Graphical symbols can be divided into three types, namely concrete graphical symbols, abstract graphical symbols and concrete abstract symbols.

3) Graphic-graphic combination sign: Graphic-graphic combination sign combines the advantages of text sign and graphic sign, and overcomes their disadvantages.

Third, the origin of the logo

The origin of this symbol can be traced back to the ancient "totem". At that time, every clan and tribe chose an animal or natural image that they thought had a special mysterious relationship with themselves as a special symbol (totem) of their clan or tribe. For example, Nuwa people take snakes as their totems, Yu Xia's ancestors take yellow bears as their totems, and others take crows from the sun and the moon as their totems. At first, people carved totems on caves and labor tools where they lived, and later they became national flags and badges as symbols of war and sacrifice. After the birth of the country, it evolved into a national flag and national emblem. [5]

In ancient production, labor and social life, people constantly created and widely used various signs, such as road signs, village signs, stone tablets, seals and so on. , in order to facilitate contact, mark meaning, distinguish the types, characteristics and ownership of things. Broadly speaking, these are all signs. In the tombs of ancient Egypt, vessels with logo patterns were found, mostly the manufacturer's logo and name, which later became patterns. In ancient Greece, symbols were widely used. In ancient buildings in Rome, Pompeii and Palestine, it has been found that special signs of masons, such as moon cones, grape leaves and similar simple patterns, have been engraved. China has its own workshops and shops, with signs such as signboards and covers. There are dark spots on the paper made in the Tang Dynasty. By the Song Dynasty, the use of trademarks had become quite common. For example, at that time, Liudian, which specializes in making fine needles in Jinan, printed the rabbit's figure and the trademark of "recognizing the white rabbit in front of the door as a memory" on the commodity packaging. The armor worn by European soldiers in the Middle Ages had invisible marks on their skulls, and aristocratic families also had family emblems.