logo设计理念（）

　 logo设计理念（）

　LOGO design concepts and ideas 2008-06-02 10:04 logo design theory

　What is logo?

　Logo, logo, trademark (logo) is a product of the modern economy, it is different with the imprint of ancient and modern signs bearing the intangible assets of the enterprise, is the enterprise integrated information transmission media. Mark as the most important part of CIS strategy, the corporate image transfer process, is the most widely used, the highest frequency of occurrence. But also the most crucial element. The overall strength of powerful enterprises, perfect management system, high-quality products and services have been on Hangai signs, through continuous stimulation and repeated characterization, deep in the hearts of the audience.

　Logo will be the specific things, events, scenes and abstract spirit, concept, direction fixed by special graphics, so that people see the logo at the same time, natural association, so as to identify the enterprise. Mark (logo) closely related to the management of enterprises, the logo symbol is the enterprise daily business activities, advertising propaganda, cultural construction, foreign exchange of essential elements, with the growth of enterprises, its value is increasing, it has been asserted: "even if a fire burned all the assets of Coca-Cola, Coca-Cola with its trademark, it will be able to. Therefore, the long-term vision of the company attaches great importance to understand the logo design mark, the early establishment of the enterprise, good logo design is undoubtedly an important carrier of the accumulation of intangible assets, after, if not objectively reflect the spirit of enterprise, industry characteristics, scientific modeling beautiful standard As long as the enterprises are developing and making adjustments, they will cause unnecessary waste and losses to the enterprises. After the Bank of China signs changes, only 20 million of the total amount of the outdoor media will be removed and replaced

　Function of sign

　1. recognition

　The identification of the corporate logo is one of the important functions. The system of market economy, increasing competition, the public face of the complex information, a variety of logo trademark symbol is beyond count, only distinct characteristics, easily and memory, deep meaning, symbol of elegant, can stand out in the industry. It can be distinguished from other enterprises and the product or service, so that the audience left a deep impression on the enterprise, so as to enhance the importance of the logo design.

　2. leadership

　The enterprise logo is to convey the visual elements of the core, but also the leading power enterprises to carry out the dissemination of information, in the visual recognition system, logo shape, color, application, directly determines the other elements of identification in the form of the establishment of other elements, revolves around the logo for the center will start. Leadership is concentrated sign representing the business concept and activities, throughout all the business activities of enterprises, the leading role of authoritative.

　3. identity

　The representative symbol of the business philosophy, culture, value orientation, reflect the characteristics of the industry, business ideas, is the symbol of the spirit of enterprise. The corporate logo is equivalent to the identity of the enterprise's identity, marks the actual situation cannot be separated from the enterprise, contrary to business purposes, only the surface markers form work, lost the sign itself, or even have a negative impact on the corporate image.

　4. possibilities

　Along with the enterprise management and the enterprise information unceasing dissemination, the symbol represents gradually rich, the enterprise's management activity, the advertisement propaganda, the cultural construction,

　Public welfare activities will be accepted by the public, and through the symbols some memories in the mind, when the public to see again after days and months multiplying, sign, will think once to buy products that have been of service, which will link the enterprise and the public, become connected with the audience. The 5. Bridge enterprise innovative logo sure, is not immutable and frozen, with the change of the times, the evolution of the historical trend, and the change of social background, the original logo, may have been not suitable for the current environment. Such as "Shell oil", "the evolution of Pepsi logo, is a vivid example. Change the direction of business, change to accept group, necessary, also can make signs of innovation in short, signs are always important elements for enterprise, and combining with the business activities of enterprises.

　Logo design flow

　1. investigation and analysis

　The logo logo is not only a combination of graphics and text, it is the basis of the structure, industry category, business philosophy, and fully consider the symbol contact object and application environment, as the standard visual symbol of the corporate development. In the design, first of all to do comprehensive and in-depth understanding of the enterprise, including business strategy market analysis, the basic intention and highest corporate leaders, these are signs of an important basis for design and development. The competitor understanding is also an important step, the important sign with that recognition, is based on the full grasp of the competitive environment.

　2. factors mining

　The elements of mining is working for the design and development for further preparation. According to the investigation results, refine the structure type, symbol color orientation, spirit and the characteristic list should reflect the logo, graphic elements related to mining, to find out the logo design, the design work is targeted, rather than text graphics without purpose combination.

　3. design and development

　Have a comprehensive understanding of the enterprise and to fully grasp the elements of design, from different angles and direction of the design and development work. The designers understand the marks, give full play to the imagination, in different ways, the design elements into the design, logo must reach deep meaning, characteristics, style atmosphere, structure stable, color collocation can be suitable for the enterprise, to avoid stereotypes or mass. Different signs reflect the focus or representation will be different, after discussion and analysis or modification, find sign for enterprise.

　4. mark correction

　Sign the proposal stage determined in detail, but also not perfect, after the standard drawing, to mark size correction, black and white applications, application of different forms of fixed lines, making the sign to make use of more standardized characteristics at the same time marks, using the structure in different environments, will not be lost, to achieve unity, orderly, specification spread.

　Characteristics of signs

　1. function

　Logo is the essence of its function. After indicating the art design has ornamental value, but not to sign for people to watch, but for practical. People sign production activities, visual tools for social activities essential. For human common signs, such as public signs, traffic signs, safety signs, operation sign; for the country, region, city, nation, etc. the special family flag emblem logo; for social groups, enterprises, and special activities, such as the emblem, emblem, emblem, logo etc.;

　For some special commodity product trademarks; and for collective or personal belongings special, such as stamp, signature, signature, signature, mark, each with unique features can not be replaced. Mark has legal effect especially special mission to safeguard the interests of both the identification of the 2..

　The most prominent feature is the symbol of unique appearance, easy to identify. Show things their own characteristics, marking significance of different things, and the difference is the main function of ownership signs. Signs directly related to the fundamental interests of countries, groups or individuals, must not be mutually identical, so as not to cause confusion, so distinctive signs must be an illusion. A, one eye can be identified, and gifted with an extraordinary retentive memory.

　3. significance

　Obviously, it is another important characteristic. Besides the invisible sign, the setting of most signs is to attract people's attention, so the color is striking and the figure is concise and clear. It is the characteristic of the sign

　4. diversity

　Sign of variety, a wide range of uses, both from the application type, form, means, with diversity is very rich. The application form, not only the plane (almost any material by plane), and solid (such as relief, sculpture garden, arbitrary shaped three-dimensional objects or by packaging the container, special style mark). Its form, the direct use of the images, composed by characters, with concrete or abstract images, graphic form, with color composition. Most logo consists of several basic forms of combination. It means that the rich diversity and hardly overview, and with science and technology, culture and art development, always in constant innovation.

　5. Art

　Where a non natural logo design has art to a certain extent. Not only to meet the practical requirements, but also meet the aesthetic principle, give people a sense of beauty, is the basic requirement for the arts. In general, strong artistic symbol can attract and infect people, people with a strong and deep impression. Marks the height of art is the need of the times and the progress of civilization, people are more and more reflect the cultural literacy and aesthetic psychological needs.

　6. accuracy

　No matter what sign, indicating what, whether it is moral or symbol, its meaning must be accurate. We must first understand, in line with people's understanding of psychological and cognitive ability. Secondly, to avoid the multi solution accuracy, contrary to expectation or misunderstanding, especially should pay attention to taboos. People at a glance in a very short period of time, accurate understanding is correct, this is is a sign of superior language, faster than language strengths.

　7. persistence

　Signs and advertising or other promotional materials are different, generally have long use value, not easily changed

　Logo design principles

　The logo design is not only useful in the design, is also a kind of graphic art design. It has both similarities with other graphic arts performance means, and has its own laws of art. It must reflect the aforementioned characteristics, they can better perform its functions.

　Because of its simplicity, generalization, and perfection, it is harder to achieve the degree of success that is almost impossible to find a better alternative

　Any of the other graphic art designs are much larger

　1., the design should be detailed in the design object for the purpose of use,

　The scope of application and the relevant laws and regulations, etc., and the profound understanding of its functional requirements

　2. design should fully consider its feasibility, according to the application form, materials and production conditions to design the corresponding means. At the same time we should consider applying to other visual communication (such as printing, advertising, image etc.) or amplification, reduced visual effect.

　3., the design should comply with the object's intuitive ability to accept, aesthetic awareness, social psychology and taboos

　4., the idea must be carefully pushed, naughty, and strive to deep, clever, novel, unique, accurate ideographic, can withstand the test of time

　5., the composition should be concise, beautiful, conformal (adapt to the shape of its application)

　6. graphics, symbols should be concise, summarized, but also pay attention to artistry

　7., the color should be simple, strong and eye-catching

　8. follow the signs to the laws of art, creative art form and explore the appropriate way to temper the precise language of art makes the logo design has high integral aesthetic feeling, get the best visual effect, logo design is the pursuit of art standards.

　Signs of performance

　1 representation technique: Mark objects directly associated with the typical characteristics of the image or logo. Terrified this technique direct, clear, clear, easy to quickly understand and memory. As found in book publishing industry image, performance of railway transportation to the locomotive's image, the performance of the banking industry to coin image logo graphics and so on.

　2, with the mark of Symbolism: a sense of contact content things graphics, text, symbols, colors, by analogy, describe the way of abstract connotation symbol objects. Such as cross axes and symbol of the alliance of workers and peasants, with children grow seedlings symbol symbol is often used. The associated object as social convention identity as an effective representative. As a symbol of peace with dove, lion, Eagle symbol of bravery, by day, month symbol of eternity, with the symbol of longevity Songhe, white symbolizes purity, with the green symbol of life and so on. This means profound, adapt to social psychology, loved by the people. 3 methods: with the symbol meaning, meaning similar or has the implication of the image, by innuendo, hinted that the contents and features of the show logo. As of the umbrella shaped like that of moisture proof, glass The cup's image suggests that it is fragile, and uses an arrow to indicate the direction and so on

　4, simulation and the law: with similar things to imitate or compare sign image object features or meaning way. Like All Nippon Airways by crane wings flying and auspicious images match, the Japanese Sagawa car uses characters running compared to EMS.

　5, depending on the sense of manipulation: with no special meaning of concise and unique form of abstract graphics, text or symbols, give people a strong sense of modern sense of visual impact, or comfort, attention and unforgettable. This approach is not graphics meaning and depend mainly on graphics, visual power of words or symbols to show signs. As Japan's Isuzu Motor Ltd with two prism as a symbol, Lining tracksuits the initials "L" sign. For horizontal exaggerated to make people discern the sign of the things, the signs are often equipped with a few words, once people agree with this sign, remove the words also can distinguish it.

　Significance of signs

　With the rapid development of science and technology today, printing, photography, design and image transmission becomes more and more important, the development of the non language transfer and language transfer has to contend with the competitive forces. Mark is a unique transmission mode. People see the smoke rising, will think of the fire below. A natural smoke marker is fire. In the communication era, people use smoke (Langyan) as transmission of fire and significance related (such as urgent, emergency alarm, etc.) special means of information. This man-made "smoke", is not only a signal, but also a sign of it. High, slowly dispersed, vivid, obvious characteristics of people from far away can see quickly.

　Non speed and effect of language transfer is the language and text transmission was not. Today, although the language and text transmission means has been well developed, but as a sign of this to the public at a glance, the effect of fast, and is not influenced by different nationalities, intuitive transmission state language bound, more to adapt to the rhythm of life accelerating the needs of its special function, is still no transmission can not be replaced. Signs that things are characteristics of the mark. It was simple, obvious, easy to identify the images, graphics or text to visual symbols of language, in addition to what marked, instead of what, also expressed a sense, emotion and action instruction etc. role.

　Mark, as a special form of human visual contact, not only in social activities and production activities everywhere, but also for the country, the fundamental interests of social groups and individuals. More and more shows its unique function is very important. For example: the national flag, national emblem as a symbol of national image, has special significance in any language and text indefinable. Public signs, safety signs, traffic signs, operation symbol, to guide people to normal activities in order to ensure safety of life and property, intuitive, fast, reactive effect. Trademark, store, standard and other special.

　Sign for the economic development, create economic benefits, is of great practical value and legal protection maintenance enterprise and consumer rights and interests. Major activities, various domestic and international conferences, sports games and postal transportation, finance and trade finance, institutions, groups and individuals (stamp, signature) and almost all show signs of their own characteristics, these signs from various angles of communication play, communicate the propaganda function, promote social and economic, political, technological, and cultural progress, to protect their interests. With the increasingly frequent international exchanges, the symbol of intuitive, image, without language barriers and other characteristics are extremely beneficial for the exchange and application of International, so the international sign rapidly promotion and development, become one of the most effective means of visual transmission, has become a common human visual communication tool.

　Art designer LOGO design ideas

　In our site design, LOGO often appear as the company or the site logo, plays a very important role. A well made LOGO, not only can well establish a corporate image, but also can convey rich product information. In the survey we found in our limited, a beautiful home or not is the first visit of the user to decide whether to further browse standard, and LOGO as the specific image of the first printed in the visitor's eyes, its importance is remarkable!

　Speaking of design,

　We have to talk about the traditional design of LOGO: the traditional LOGO design, focuses on communication image and information, really attract our eyes, not the LOGO logo, but behind the image information. For example, a fashion magazine, I believe the first thing you notice is the beautiful lady or decency if you are interested in clothing, will further to understand other related information. LOGO website design, with traditional design has many similarities, but because of the network itself and different browsing habits, it also has different characteristics of Xu. Such as the website LOGO General requirements in a few simple eye-catching the expression of the image and ground of heart, in addition to some information, but also beautiful and harmonious. Therefore, an excellent traditional design master, not necessarily do website design; a website art design master Maybe it's just a rookie in a traditional design

　In fact, when we talk about the design of LOGO, the text was feeble, because in the actual production of the US, many things are difficult to express in words, sometimes is a kind of inspiration, sometimes is a kind of imitation, but most of the time is through the tedious work and repeated attempts to complete in the actual. The design is not what you have to do more restrictions, no universal truth, but there are also some problems worthy of attention, and this paper will focus on these problems LOGO our design ideas.

　In order for us to understand our intentions clearly and clearly, we will elaborate on the actual process of making a LOGO

　I. body:

　1, principle:

　The world around us is the first of a physical world, even in the absence of color, light, texture and other elements, most objects can still recognize their body. Therefore, we regard it as the first step in our LOGO design.

　Usually, when we started the design of the LOGO will have some clues: triggered by the real form of agricultural products may be placed in the form of LOGO in their crops; press may place the books form in LOGO; computer company may be placed in the form of EEG, LOGO and so on. But in the process of creation there are few straightforward place, art often natural form and fantasy design focused on a LOGO creation, often through the technique of extracting and simple production to complete.

　The extraction technology, is in the LOGO design, the actual form and website content combined with knowing reflect the content, using the outline form. And reflect "simple", is to abandon the elements of information not related to the expression of the most abundant connotation, trying to use the most simple way. A good LOGO, can make visitors know the principle of making it, but at the same time also can make him feel very difficult to make the same effect. In figure, we can see clearly that it is composed of letters and lines made, but how to achieve it needs some fine work, such as the use of the hollow layer, font, and so on.

　2, make:

　When we look around, our world is full of every hue object, but when we look carefully will find, whether they are in the form of how complex structure how tedious, eventually we all can be attributed to some basic geometric shapes. These basic geometric shapes,

　If handled properly, can express the content and rich new. If you already have LOGO form concept, then you can use these basic geometry to achieve it; if not, it is free to make some form and then through the organization and logic for LOGO production.

　Two, color:

　1, principle:

　Special properties page for our LOGO colors such as color add security restrictions, and one of the most important is to use the minimal color. On the one hand to reduce the image size, on the other hand, so as not to give people the feeling too loud. We should cherish the color of gold ", ask yourself in every a color choice, whether there is a necessary choice in this color? Is this kind of color to convey what kind of information?

　Of course, this minimum principle is not always practical, as in Figure seven, but we must note that it is based on the balance of colour and lustre

　In our work, the use of color also should follow the objective reality of LOGO, such as a book cover and inside pages, we cannot fill the same color, even the same color to distinguish.LOGO color saturation or brightness in the virtual, but cannot deviate from.

　2, make:

　Continue our company's LOGO production:

　In this LOGO, three different angles of the cube, we regard it as an object of the movement process, according to experience, we give them a shadow like color, as shown in figure eight:

　Well, now that our icons are concrete and interesting, let's add fonts to them

　Three, font:

　1, principle:

　In the actual design, font design is often placed in the beginning, because in the limit of network bandwidth, impossible to express our intentions with other images of a huge amount of information, then we must assume the font is more important mission. It is often decided by the style and form of the LOGO, so we the habit is to put it in the form selection before production.

　A ring is very important in the design of the font, we just mentioned in casual occasions, it is not because we do not know the importance of it, but because you have to talk about it is a very complex thing. For a font, we should not only understand its history, also need to figure out its application. What kind of font with the classical style, which is a relatively new font, a font in which such occasions are more convenient for reading, professional designers should take into account.

　What about the history of the font, I'm afraid I have to go back to ancient Egyptian hieroglyphs, but we are not archaeologists, for those old language we only need to understand the "elephant". Now we have to limit the scope of font is often used in the daily work of the font in the circle, so as not to put the topic too far.

　The earliest font in modern history should be in fifteenth Century. Before then, the most popular font was called "blackletter" font, also called "Old English" font, as shown in figure nine:

　This odd font is very complex, writing and recognition are not easy, but more seriously, it deviates from the time of the Renaissance humanism advocated by Greece and Rome culture. So in the first Renaissance is named "Antiqua" font.

　It is based on inheriting the ancient Greek and ancient Rome font style, add uppercase writing. And it is this font, became the ancestors of all the font blackletter ". So it was also called the" Old Style "or" Humanist Antiqua "font. Ironically and this is called" old fashioned "font is popular in today, whether it is Garamond, Minion, or Jenson fonts, because of its bright, clean, beautiful appearance and humanization outline style becoming popular today the font design. In addition, oblique pen is specific to this type of pressure adds to more personalized, give a person a kind of hand feeling. As shown in figure ten:

　The middle of the twentieth Century is the most popular period for the revival of the font, and a new type of "Sans Serif" font gradually shows its strong vitality. It is only a small amount of used in the decoration process, with the "Futura" font is rigorous, practical, structured style is gradually accepted by the world and a large number of applications to other operations as shown in Figure Eleven:

　Reduce retouching, more rigorous practical style, make it become the only to show for the purpose of the media type.

　Because the two big font is not parallel to the development, so rarely two fonts were mixed in the actual production in our hand. Coordination will destroy the style, on the other hand will make the font is too complex. But there are exceptions, such as a word, we used to make it more eye-catching for one or several letters to customize a different font, and other letters with another font used to complete the whole letter ideographic. LOGO in Figure twelve, is a more humane Garamond fonts, which are very strict Frutiger fonts, but because there is no space concept of fault the coordination is very good.

　The production of LOGO, font selection plays a very important role, but the choice of the standard is not set, in addition to tell you such as "serif" font with classical style, easy to read, "sans serif" font is more modern flavor with no advice, we have no more for advice. A LOGO, we never know what kind of font is the most appropriate, we can do, is to continue to try, let us find until their satisfaction with the font. In the early production this tedious work may make you very impatient, but when you go through a period of time, you will find whether your taste in art, or the power of observation are improved so that it is worth it!

　Talk about the font size write problem. In general, whether it is consistent with our font or image must keep the style, so the font size to write the choice should also follow this principle. The choice of capital is the main choice is neat, lowercase its ups and downs, do not write the size mix! Because of the size of the font to write, either the width or height, and the style of the font will be misfits.

　Talk about the problem of placing the font. The font placed where there is no advice, but must follow the principle of do not interfere with each other. A word is not a good idea, it is often used in the traditional design of paper can not break away from the carrier, due to their inspiration, "now a lot of LOGO design is also used in this map set the word foot hold.

　The more scientific way to put Fonts is to place them next to the body, and secondly, the right type is also a good idea

　2, make:

　Below the figure, I chose the "Times" font and entered the word "Company Inc", all using lower case, focusing on the fluctuation of the words

　Four, finishing work:

　1, principle:

　When we complete the design of LOGO elements and placed after you can enter the finishing work, such as high light, shadow, texture, gradient, transparent, rendering, finishing operation. LOGO often makes us look more professional.

　We usually end up using image processing software such as Photoshop, and there are so many skills that we don't discuss

　2, make:

　We talked about the mutual interference between fonts and images, but we can't let them lose the whole concept, so it's a good idea to find a perfect combination of our fonts and images

　In our practical experience in the production of "I", the letter was so very pro gaze. The upper part of the can with any image link, the whole letter can match with other letters either uppercase or lowercase. Here we also use it as a marker of LOGO. To remove the upper part of the connecting point, and make its round shape.

　In Figure 10 we can see that the upper part of the body occupied most of the space, a little "top-heavy" feeling. Now we add font shadows, and strive to balance the whole LOGO. Do not have to use the black shadow, and this should be our entire LOGO information consistent. Our LOGO production is completed.