The following are four points to be refined first:
First of all, we should start with the design ideas of design signs;
Second, start with the meaning symbolized by the sign;
Third, the description of the pattern;
Fourth, it is necessary to explain whether the logo is consistent with the culture of its organization.
Let's follow this idea and see how to operate according to the case of logo design.
Case 1: China Time-honored Brand
Project background
As an important part of the national "Revitalizing Time-honored Brand Project", the Ministry of Commerce conducted a general survey of the status quo of time-honored brands in China and carried out the identification of "Chinese Time-honored Brands". Further enhance the social influence and market competitiveness of time-honored brands, support the innovative development of time-honored enterprises, and give full play to their brand and cultural advantages.
Face challenges
The new logo should be more authoritative, historical and commercial, especially occupying a higher position in China's commercial culture. How to combine these points organically, modifying the logo is not easier than designing a new logo. We should extract the essence from the original logo, and then add newer and better elements with cultural taste to make it more original and creative.
design concept
The outline of the figure is deepened according to the shape of the Chinese seal, and the auxiliary shapes are skillfully connected into the combination of the two Chinese characters "Zi" and "Hao". The word "zi" appropriately expresses the meaning of the Chinese time-honored brand. "Zi" and "Hao" are closely combined and form a whole. It shows the profoundness of China culture and indicates the vigorous vitality of the charm of traditional culture in modern society. Lithographic seal cutting also shows the historical sense of the old brand, highlighting its enduring charm and time accumulation. The graphic integration of "font size" reflects the bright future of mutual influence and common development between commercial circulation and time-honored brands.
Design achievement
The strokes of the new logo are smoother and bolder, and the original logo is weaker, which enhances the sense of strength, historical vicissitudes and stability; The original frame is neat and square, and after adjustment, it is in the form of seal cutting, with strong stone seal flavor; The brush strokes are adjusted more mottled, and the cultural taste and long history of "China Time-honored Brand" are emphasized more. The proportion of the front shape and the back shape of the original logo is not very harmonious, and the host designer has also made great efforts to make fine adjustments at this point, and the adjusted logo is more perfect visually. At the same time, the color brightness of the original logo is relatively weak, and the colors used are relatively old. The adjusted logo is red, which best represents the cultural characteristics of China. The use of monochrome enhances the recognition of color in brightness and tone, and is easy to be applied to various materials.
Case 2: Xiamen Securities
Project background
Xiamen Securities was established in 1988, and it is one of the earliest securities companies in China. Core values-creating value for customers; Business philosophy-trust in the heart and sustainable development.
Design achievement
This symbol originated from the traditional auspicious pattern of China, which is called "Yearly surplus" (the real pattern of "Yearly surplus" in China is composed of six fish, meaning "six, six and seven"). After the re-creation of the image, the logo uses the unique freehand brushwork technique of China's art to convey a long-standing, endless and complementary philosophical thought. It is a successful combination of traditional auspicious culture and modern aesthetics in China.
The story of carp Yue Longmen in China traditional culture tells the important role of teamwork spirit in the face of difficulties. At the same time, it is also an interpretation of the national spirit of self-transcendence and self-improvement, which is extremely valuable and important to modern people, modern society and enterprises.
Koi fish and Kirin are called lucky mascots. Yuelongmen, a kind of carp, was mentioned in Sanqin Ji of Han Dynasty. As the saying goes, "Is koi fish something in the pool? When it encounters wind and waves, it becomes a dragon".
Two fish form the word "people". People are the foundation of enterprises, and the communication between enterprises is also reflected by people's communication. Whether you can win the trust of the other party in corporate communication is the most important thing in corporate image design. People are composed of different cultures, nationalities and backgrounds. For domestic customers, designs from the same cultural background can bring people closer, while for foreign customers, they can attract their attention.
A constellation consists of three groups of six fish, that is, all things are in their lifetime. Six roots, six dusts and six senses are called eighteen realms. Explain the existence and development of all things.
Case 3: Foreign Aid
Project background
Over the past 50 years, China has established more than 500 public facilities projects in recipient countries, including more than 200 landmark projects, such as conference buildings, stadiums, schools and hospitals, which have had a good impact on developing countries and the international community. In order to highlight the image of China government's foreign aid and further expand the effect of foreign aid, the Ministry of Commerce publicly solicited the design scheme of foreign aid building signs from all walks of life in 2007.
Face challenges
As a symbol of China government's foreign aid, the signs of foreign aid buildings have strong authority and seriousness, representing the image of China government.
Design achievement
The logo has distinctive China characteristics and rich China cultural heritage, represents auspiciousness and friendship, and embodies the concept of sincerity, selflessness, friendship, harmony, prosperity and development of China's foreign aid. The logo is dynamic as a whole, with smooth lines, extending in all directions like roads and bridges, symbolizing the bridge of friendship between China and the world. The color adopts the main color of our national flag "red", which is pure, eye-catching and atmospheric, and can be widely used in various backgrounds.
Application program execution
The signs of foreign aid buildings will be embedded or hung on foreign aid buildings in China. In addition, during the start-up, completion and construction of the project, flags with foreign aid signs will be hung at the project site and project residence; This logo will also be printed on the relevant project documents and the business card of the project leader.