Significance of logo design

With the rapid development of science and technology, printing, photography, design and image transmission are playing an increasingly important role. The development of nonverbal communication has the ability to compete with verbal communication. Signs are a unique way of communication.

When people see smoke rising, they will think that there is a fire below. Smoke is a natural sign of fire. In the era of underdeveloped communication, people use smoke (wolf smoke) as a special means to transmit information related to the meaning of fire (such as emergency, emergency, alarm for help, etc.). This man-made "smoke" is both a signal and a sign. It rises high, spreads slowly, has vivid images and remarkable characteristics, and people can see it quickly from a distance. The speed and effect of this non-verbal communication were beyond the reach of language and writing communication at that time. Today, with the development of language and writing communication means, visual communication methods, such as signs, which make the public clear at a glance, get quick results and are not bound by different nationalities and countries' languages and writing, are more suitable for the needs of the accelerating pace of life, and their special functions are still irreplaceable by any communication methods.

Signs are symbols that show the characteristics of things. It takes simple, obvious and easily recognizable images, graphics or text symbols as its intuitive language, which not only indicates what to replace, but also has the functions of expressing meaning, emotion and indicating action.

As a special way of human intuitive contact, symbols are not only ubiquitous in social activities and production activities, but also for the fundamental interests of the country, social groups and even individuals. It is increasingly showing its extremely important and unique role. For example, the national flag and national emblem, as symbols of a country's image, have special meanings that are difficult to express accurately in any language or writing. Public place signs, traffic signs, safety signs, operation signs, etc. It plays an intuitive and quick role in guiding people to carry out orderly and normal activities and ensuring the safety of life and property. Trademark, store logo, factory logo and other special signs have great practical value and legal protection for developing economy, creating economic benefits and safeguarding the rights and interests of enterprises and consumers. Almost all major events, conferences, sports meetings, postal services, finance and trade, institutions, organizations and even individuals (seals and signatures) at home and abroad have signs showing their own characteristics. These signs play the role of communication, exchange and publicity from all angles, promoting social, economic, political, scientific and cultural progress and protecting their respective rights and interests. With the increasing frequency of international communication, the characteristics of intuitive, no image and no language are extremely beneficial to international communication and application. Therefore, the international logo has been rapidly promoted and developed, becoming one of the most effective means of visual communication and an intuitive communication tool for human beings.

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.

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, and 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. Our workshops and shops are equipped with signs, scorpions and other signs. 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.

At the turn of the century, the symbols of the masses and internationalization have begun to spread all over the world. With the rapid development of social economy, politics, science and technology, and culture, today, carefully designed symbols with high practicality and artistry have been widely used in various fields of society, which has had a great effect and influence on the development and progress of human society. The emergence of a new science-"Semiotics" is a historical necessity.

1.

The essence of logo lies in its functionality. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to see, but for practicality. Signs are indispensable intuitive tools for people to carry out production activities and social activities.

Signs are used by human beings, such as public place signs, traffic signs, safety signs and operation signs. Having flags and badges unique to countries, regions, cities, races and families; Used in social organizations, enterprises, charities and activities, such as emblem, logo, factory logo, social logo, etc. ; There are special trademarks for commodities; There are also articles dedicated to collectives or individuals, such as seals, signatures, flower pledges, signatures, branding, etc. , all have irreplaceable unique functions. Signs with legal effect have a special mission of safeguarding rights and interests.

2. Recognition

The most prominent feature of the logo is that it has its own unique function and is easy to identify. The main function of signs is to show the characteristics of things themselves and mark the different meanings, differences and ownership between things. All kinds of signs are directly related to the fundamental interests of the country, the group and even the individual, and must not be identical or confused with each other, so as not to create an illusion. Therefore, the logo must be distinctive, clear at a glance and unforgettable.

3. Significance

Significantness is another important feature of the constellation. Except for invisible signs, most signs are set to attract people's attention. Therefore, strong eye-catching colors and concise and clear graphics are the characteristics of the logo.

4. Diversity

There are many kinds of signs with a wide range of uses, which are extremely rich and diverse in terms of their application types, forms and means of expression.

Its application forms are not only plane (almost any substance can be used), but also three-dimensional (such as relief, garden carving, packaging and containers with any three-dimensional objects or special patterns, etc.).

Its forms include direct use of objects, writing symbols, figuration, imagery or abstract graphics and colors. Most symbols consist of several basic forms.

As far as the means of expression are concerned, its richness and diversity are almost hard to describe, and it is always innovating with the development of science, technology, culture and art.

Have an artistic sense

All the unnatural signs designed have a certain degree of artistry. It conforms to both practical requirements and aesthetic principles, giving people a sense of beauty, which is the basic requirement for its artistry. Generally speaking, art signs can attract and infect people more, giving people a strong and deep impression.

The high artistry of signs is the need of the times and the progress of civilization, the embodiment of people's higher and higher cultural literacy and the need of aesthetic psychology.

6. Accuracy (sex)

No matter what a symbol says or represents, no matter whether it is a meaning or a symbol, its meaning must be accurate. First of all, it should be easy to understand and conform to people's cognitive psychology and cognitive ability. Secondly, we should be accurate, avoid unexpected explanations or misunderstandings, and pay special attention to taboos. People can see clearly and accurately in a very short time, which is the advantage that sign language is better than language and faster than language.

Step 7 stick to it

Signboards are different from advertisements or other promotional materials, and generally have long-term use value and are not easy to be changed.

Logo design is not only a practical design, but also a graphic art design. It not only has similarities with other graphic arts, but also has its own artistic laws. It must embody the above characteristics in order to better play its functions.

Because of the strict requirements for its simplicity, generality and professionalism, it is much more difficult than any other graphic art design to succeed to the point where there is almost no better alternative.

1. The design shall be carried out on the premise of clearly understanding the purpose of use, scope of application and relevant laws and regulations of the design object and deeply understanding its functional requirements.

2. The design must fully consider the feasibility of its realization and adopt corresponding design means according to its application type, material and production conditions. At the same time, we should also consider the visual effect when it is applied to other visual communication modes (such as printing, advertising, imaging, etc.). ) or zoom in and out.

3. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target object.

4. The idea must be carefully pushed naughty, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning and stand the test of time.

5. The composition should be concise, beautiful and conformable (suitable for its application form).

6. Graphics and symbols should be concise, general and artistic.

7. Colors should be simple, strong and eye-catching.

8. Following the law of logo art, creatively exploring appropriate artistic expression forms and techniques, tempering precise artistic language, and making the designed logo have a higher overall aesthetic feeling and obtain better visual effects are the criteria for logo design art pursuit.

Logo art not only has the general rules of design art (such as decorative beauty, order beauty and so on). ), but also has a unique artistic law.

1. symbolizes beauty

Logo art is a graphic design art with unique symbolic artistic characteristics. It refines and processes the forms, symbols (including words) and colors of things from nature, society and people's ideas, making them into graphic symbols with complete artistry, thus distinguishing them from decorative paintings and other artistic designs.

To some extent, logo graphic symbols have the simplicity, aggregation and abstraction of text symbols, and sometimes even use ready-made text symbols directly, but they are completely different from text symbols. It is embodied in the form of graphics (ready-made text symbols must be transformed by graphics), which is more vivid, artistic and recognizable.

Symbolic beauty is the most important artistic rule in logo design. Logo art is the art of graphic symbols.

2. Characteristic beauty

Characteristic beauty is also a unique artistic feature of logo art.

Logo graphics reflect not the individual characteristics (personality) of a single thing, but the overall essential characteristics (* * *) of similar things, or category characteristics. Through the artistic strengthening and exaggeration of these characteristics, the artistic effect of * * * knowledge can be obtained. This is very different from other plastic arts in obtaining touching artistic effects through flesh-and-blood personality portrayal.

However, its expression of the * * * characteristics of things is not unified and conceptual. The same * * * characteristics can and must have different aesthetic forms in different designs, thus having unique artistic charm.

Simple and beautiful

Compact composition and concise graphics are the principles of structural beauty that logo art must follow. Signs can not only be used alone, but also often used in various visual communication tools such as documents, promotional materials, advertisements and images. Signs with concise beauty can show their own independent and complete symbolic beauty in any visual communication (regardless of size).

Ten Goals of Logo Design Creativity

1. Simple and vivid image;

2. Strong sense of visual form and high artistry;

3. Easy to identify and remember;

4. High generality;

5. Conforming to the characteristics of the industry;

6. Modern;

7. conform to the trend of the times;

8. Futurism;

9. High trust;

10. It makes people feel kind.

Logo design process

1. Investigation and analysis

Logo Logo is not only a combination of graphics or words, but also a standard visual symbol formulated by enterprises according to their structure, industry category and business philosophy, and taking full account of the objects and application environment contacted by logo. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of the logo. Knowing your competitors is also an important step. The important role of the logo, that is, identification, is based on a full grasp of the competitive environment.

2. Factor mining

Factor mining is the further preparation for design and development. According to the analysis of the survey results, Youyi Design will refine the structural type and color positioning of the logo, list the spirit and characteristics that the logo should embody, excavate the relevant graphic elements, find out the direction of logo design, and make the design work targeted, rather than the combination of aimless words and graphics.

3. Design and development

With a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or features. After discussion, analysis or modification, find out the logo suitable for the enterprise.

4. Mark correction

The logo determined in the proposal stage may not be perfect in detail. After the standard drawing, size correction, black and white application and line application of the logo are modified, the logo will be used more standardized, and the characteristics and structure of the logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication.

Modern logo design creativity

The word "symbol" in the sign means symbol and mark, and it is also the same word of "symbol". Therefore, logo design is a logo and mark, showing some meaningful features. Its means of expression is to use graphics and words to form specific visible symbolic visual symbols, and to convey the contents, information and thoughts in this visual symbol, thus affecting the attitude, views and emotions of viewers, so as to achieve the purpose of establishing brands and images.

Signs are symbols, and symbols are of course concise. But simplicity does not lose meaning and beauty, which is the essence of logo design. Logo is a general term, covering all aspects of society, government agencies, schools, academic groups, industrial and commercial enterprises, cultural and sports activities and so on. From national emblem to private sign. In modern society, signs and symbols have greatly expanded its application scope, especially in commercial competition. Signs themselves are symbols of reputation and quality, and values themselves.

The highest state of logo is that it takes modeling as the medium, then goes beyond the material form and enters the spiritual field. It can accept multiple thoughts, events and traditions, stand the test of time and produce a spiritual force like faith. The development of modern science and technology has greatly improved the design method, enriched the design form and broadened the creative thinking of logo design. Looking at today's logo design forms, the application scope is more extensive. Especially in printing and reproduction technology, designers of modern signs need not worry too much. Signs are closely related to human social life and occupy an important position in modern design. With the expansion of application, logo design has become an independent discipline with its own system and diversified development.

Judging from the meaning of Chinese characters, the basic meaning of "expressing" in is a norm and symbol, and the basic meaning of "knowing" in is the meaning of not forgetting. The most primitive basic meaning and function of signs is to let people remember its basic meaning through signs. Therefore, how to strengthen the visual characteristics and visual impact of the logo to strengthen the public's memory is the primary function of the logo.

Therefore, the logo is good at using its modeling, color and light quality materials in many visual backgrounds, first attracting people's attention and creating a deep visual impression. But from the perspective of visual design, the purpose of design is to leave a good impression on people visually after causing visual impact. Because people are willing to accept what they are interested in, they suppress and reject the uninterested visual nerves. This conscious choice of information acceptance by human eyes is out of physiological and psychological needs, and this visual physiological phenomenon is called visual beneficial information selection. Therefore, it is also immature to pursue only visual impact, but not the aesthetic design of logo in shape, color and texture.

Understanding the meaning of information is the premise of visual acceptance. Signs and symbols composed of visual elements are visual language. If the information conveyed is ambiguous and incomprehensible, such a visual communication design will not achieve its purpose and lose its meaning of existence. This is why graphic signs and symbols that are easy to understand and simple are used in international occasions and public places.

In modern society, a sign is a symbol, which transforms the conveyed content into graphic language, expresses ideas and abstract concepts with shapes and colors, and represents the essence and essential characteristics of things. Trademark refers to a special symbol that distinguishes goods and reflects their mental outlook. "Symbol" is to give and classify the essence of a thing to some representative appendages by analogy and association.

Logo design is easy to understand and identify. It uses the symbolic function of visual symbols to convey the information of enterprises or products, reflects the personality of enterprises and spreads the culture of enterprises through visual symbols, thus becoming a rich metaphorical world.

Signs also have a direct impact on people's minds visually. The conception and form of logo will affect people's understanding of what it represents, especially in business activities, which will lead people to evaluate its quality and value.

In a word, logo is a kind of mass communication symbol, which expresses a certain meaning with various concise images and conveys clear and specific information.