Signs, logos, logos and trademarks are the products of modern economy, which are different from ancient imprints. Modern signs bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. As an important part of enterprise CIS strategy, trademarks and signs are the most widely used, frequent and key elements in the process of corporate image communication. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, which is deeply left in the hearts of the audience through constant stimulation and repeated portrayal.
The design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, so that people naturally associate with the logo when they see it, thus generating a sense of identity with the enterprise. Logo design is closely related to the operation of enterprises. Logo design and trademark design are essential elements in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark." As you can imagine, the importance of logo design. Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of an enterprise, good design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. After the Bank of China changed its logo, the replaced outdoor media was taken off the shelves nationwide, with a loss of 20 million.
The flow of logo design
1. Investigation and analysis
Trademarks and signs are not only the combination of graphics or words, but also the standard visual symbols formulated for enterprises according to the structure, industry category and business philosophy of enterprises, fully considering the contact objects and application environment of trademarks and signs. 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 senior leaders of the enterprise, which are all important basis for the design and development of trademarks and signs. Knowing your competitors is also an important step. The important use of trademarks and signs, 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. Based on the analysis of the survey results, the structural types and color orientations of trademarks and signs are extracted, the spirit and characteristics that trademarks and signs should embody are listed, the relevant graphic elements are excavated, and the design direction of trademarks and signs is found, so that the design work is targeted, rather than a 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 trademarks and signs, give full play to his imagination and use different expressions to integrate design elements into the design. Trademarks and signs must be profound in meaning, distinctive in features, atmospheric in shape, stable in structure, and suitable for enterprises in color matching, so as to avoid stereotypes or popularization. Different trademarks and signs reflect different emphases or appearances. After discussion, analysis or modification, find out the trademark and logo suitable for the enterprise.
4. Mark correction
Trademarks and logos determined in the proposal stage may not be perfect in details. After the revision of standard drawing, size correction, black-and-white application and line application, the use of trademarks and signs will be more standardized. At the same time, the characteristics and structure of trademarks and signs will not be lost when they are used in different environments, and unified, orderly and standardized communication will be realized.
Means of expression of logo design
1, trademark design, logo design expression: Use typical images directly related to trademarks and logo objects to tell logo that you are dumbfounded. This technique is direct, clear, clear at a glance, easy to understand and remember quickly. For example, the image of the publishing industry as a book, the image of the railway transportation industry as a locomotive, and the image of the banking industry as a trademark and logo graphic.
2. Trademark design, symbol technique of logo design: Symbolize the abstract connotation of trademarks and logo objects by means of metaphor and description, using graphics, characters, symbols and colors. In a sense, it is related to the content of trademarks and logos. For example, the crossed sickle and axe symbolize the alliance of workers and peasants, and the tall and straight seedlings symbolize the vigorous growth of children. Symbolic trademarks and signs often use related images that have been recognized as effective representatives by social customs. For example, pigeons symbolize peace, lions and eagles symbolize heroism, the sun and the moon symbolize eternity, cranes symbolize longevity, white symbolizes purity, and green symbolizes life. This method has profound implications, adapts to social psychology and is deeply loved by people.
3. Allegory means of trademark design and logo design: using similar or allegorical images to express the contents and characteristics of trademarks and logos through innuendo, suggestion and instruction. For example, the image of an umbrella means moistureproof, the image of glass means fragile, and the image of an arrow indicates the direction.
4. Trademark design and logo design simulation method: a method of imitating or comparing the characteristics or meanings of trademarks and logo objects with the images of things with similar characteristics. For example, Japan's All Nippon Airways uses the image of cranes spreading their wings to describe flying and auspiciousness, and Japan's Sagawa Express Bus uses the image of running characters to describe express mail.
5. Visual techniques of trademark design and logo design: The use of simple and unique abstract graphics, characters or symbols without special meaning gives people a strong sense of modernity, visual impact or comfort, which is eye-catching and unforgettable. This technique does not depend on the meaning of graphics, but mainly relies on the visual power of graphics, words or symbols to express trademarks and signs. For example, Isuzu Company of Japan uses two prisms as trademarks and symbols, while Li Ning brand sportswear exaggerates the phonetic letter "L" horizontally as trademarks and symbols. In order to make people recognize what are trademarks and signs, such trademarks and signs are often accompanied by a small amount of fine print. Once people agree with the trademark and sign it, they can identify it by removing the small print.
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. Meet the characteristics of the industry
modern times
Conform to the trend of the times
7. futuristic
8. High trust
9. It makes people feel kind.
10. It is highly versatile.
Color of logo design
The colors of logos and trademarks are of great significance to logos and trademarks. Color is not a legal part of trademarks and signs, and generally cannot be used as an independent part of trademarks and signs. But color is a part of the whole trademark and logo, and it is one of the important factors that distinguish it from other trademarks and logos.
If a trademark needs to change its color after registration, it will be regarded as a change of trademark graphics and must be registered again. Because trademark color is of great significance to improve advertising efficiency, many well-known trademarks have specified colors when registering.
Logo design coordinates CI, trademark strategy and brand decision.
As trademark is an important promotion means and tool in marketing and plays an important role in realizing the business objectives of enterprises, trademark decision-making of enterprises is an important part of business decision-making.
Among them, trademark strategy family is the core of trademark decision-making, and trademark marketing strategy is the means and strategy to use trademarks reasonably to promote commodity sales. Strategic system originated in the United States, and began to use the management technology of unified design of corporate image system in enterprise management. Once this strategy was formed, it was used by famous enterprises and constantly improved, forming a set of program specifications. The strategic system is a complete propaganda strategic system, and it is a set of strategies and measures to infiltrate and expand the corporate image into various fields. Its purpose is to create a personalized corporate image and print this image in people's minds. The implementation of the strategic system is carried out in accordance with strict planning and planning. Business exchange activities of domestic and overseas branches of enterprises must be carried out in accordance with the plan and relevant regulations. In order to leave a strong sense of order and consistency in advertisements, and then strengthen consumers' impression of corporate image, trademark design strategy is an indispensable part of the strategic system, which generally requires trademarks to be consistent with the whole strategic system in style, concept and vision. The persuasion goal of advertising is to establish trademark preference and encourage consumers to turn to advertisers' trademark products. Competitive advertising is an advertisement that serves this goal. Its function is to establish the demand of selective demand, and its content is to publicize the use, characteristics and advantages of other commodities unique to trademark goods. As a part of the strategic system, trademark strategy should embody the strategic spirit from the trademark design, protect the overall style, and reflect the status, reputation and image of the enterprise from the trademark. So some people say that trademark design is also the design of corporate image in a sense.