First of all, we need to give a formal definition of logo. Logo is a general term for signs, logos, trademarks, etc. Sometimes, we will also sum up some specific commodity brands into this. English translation of LOGO is LOGO, and literal translation is "words and graphics designed for easy and clear recognition".
With the rapid development of science and technology, printing, photography, design and image communication are playing more and more important roles. The development of nonverbal communication has the ability to compete with verbal communication. Gesture is a unique way of communication.
Let me give you an example first. 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 spread 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 are beyond the reach of language and text communication. Through this example, we can draw two conclusions:
First of all, as a special way of non-verbal information dissemination, symbols can't be replaced by any means of communication. This also shows the importance of signs. In our opinion, a very small number has great power.
Second, what logo wants to convey is definitely not itself, but the great spiritual concept behind it. Just like wolf smoke, what it wants to convey is not its form, but its meaning, such as urgency, urgency, calling for help and so on.
The premise of the existence of symbols
Logo is a way of information dissemination, but it also needs a communication platform to spread itself out. This platform is the media. We can also say that the media is a prerequisite for the survival of the logo, because even the best logo can't exist only in the designer's mind or in the safe of the logo user.
Because of this, we have a lot of doubts, that is, how to measure the quality of a sign. Under the impetus of powerful media, a symbol with no creativity and beautiful form may leave a deep impression on the audience under the bombing. Similarly, without the effective promotion of the media, a logo with excellent creativity, accurate and vivid concept and perfect form will be reduced to an embarrassing situation that no one knows. This also confirms the classic theory of "enterprise achievement symbol".
But why not be perfect? The symbol of its own Excellence, coupled with the effective promotion of the media, will get better results? The answer should be no doubt.
First suggest a platform, how to design logo on the premise of ensuring media promotion.
The essence of design determines the essence of logo, that is, function first and beauty second. Although the artistic design of the logo has ornamental value, the logo is mainly not for people to see, but for practicality. The most important function of signs is an indispensable intuitive tool for people to carry out production activities and social activities.
Function of sign
Let's take a look at the function of the logo:
1. identifiability: the most prominent feature of the logo is that it has its own unique characteristics and is easy to identify. The main function of signs is to show the characteristics of things, indicating 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.
2. Accuracy: No matter what the logo is to explain or show, 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.
3. Memory: This is another important feature of the constellation. Most signs are set to attract people's attention. Therefore, the design requires simple and clear graphics; Full of interest and association; The color is strong and striking.
At present, when designing logo, many designers don't know enough about the functionality of logo and limit the design to aesthetics. A beautiful signboard can attract people's attention, but it can't tell the public what it is and what is behind it. Such a sign is a failure and such a design is not desirable. Look at the street, there are signs everywhere that change the name of the organization. You won't recognize them. This makes the logo lose its essential meaning, and it also brings great disadvantages to our social production and life.
My opinion on logo design
So, how should we design the logo? In my opinion, the concept is an indispensable part of the logo, and it is a high concentration of the information to be conveyed by the logo object; It is the most important and powerful weapon for designers to show the identification, accuracy and memory of the logo. This is my point of view: "Be good at what you mean first, and then be solid."
Next, let's use examples to demonstrate. As shown in the figure: "Guiyang Zhejiang Mall" logo design.
Description of the sign: The water south of Yingjiang is a mountain in the southwest, which means wealth, so-called financial resources are rolling; The mountain looks like a fire, which shows its vigorous rise. Water leaps into gas, and people's popularity, business spirit and wealth spirit flood in from all directions. Its form and meaning all lie in "gathering", gathering into "three pillars", symbolizing honesty and rights, and embodying the perfect combination of business and city, saying: keep one word and strive for the championship. Gathering is also "prosperity", representing prosperity and development.
When I first got the name of the case, everything was vague. It is absolutely impossible to sketch this LOGO in your mind at once. At this time,
The first step we have to do is: investigation, investigation and analysis.
Logo is not only a combination of graphics or characters, it is a standard visual symbol for enterprises based on the composition structure, industry category and business philosophy of enterprises, fully considering the objects and application environment contacted by the 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.
What do we get through this step? It is "Guiyang Zhejiang Mall". Our investigation shows that this is a large-scale comprehensive business center with wholesale, retail, leisure, sightseeing and shopping set up in Guiyang with the investment of 65.438+0.4 billion yuan from Zheshang. Client enterprise tenet: "Concentrate the essence of building the city, gather merchants from all over the world" and "gather popularity, wealth and business"; Main competitors: Guiyang West Commercial Center, Li Xing Department Store and Parkson; etc
With these materials, we can clearly understand the industry characteristics of customers; We can compare the logo characteristics of our competitors in order to make the logo we want to complete more distinctive in design; We can brand the logo we want to design through the customer's marketing positioning. Wait a minute.
With the correct customer information, we will know what kind of information the logo we designed should convey. At this time, we have grasped its recognition and accuracy from the general direction.
The next step is the second step: factor mining.
Feature mining is the further preparation of logo graphic design. It is a process of transforming verbal information transmission into non-informational language transmission, and it is also an important process of forming ideas. Through the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics of the logo are listed, the relevant graphic elements are excavated, and the direction of logo design is found, so that the design work is targeted, rather than the combination of aimless words and graphics. This step is the most important step for us to design this link; It is also a step that can best reflect the design value.
The methods of element mining and extraction usually include: 1. Expression techniques: extracting images with typical characteristics directly related to logo objects. The elements obtained by this method are direct, clear, clear at a glance, easy to understand and fast to remember. Second, symbolism: extracting things, such as graphics, characters, symbols, colors, etc. In a certain sense, they are associated with the logo content to symbolize the abstract connotation of the logo object. Symbolic elements often use related images that have been recognized as effective representatives by social customs. Thirdly, moral means: extract images similar to or with moral meaning to insinuate and imply the content and characteristics of the logo object.
Through the above means, we can get one of the biggest characteristics from the preliminary investigation of "Guiyang Zhejiang Shopping Mall": regional characteristics. It comes from Zhejiang and was established in Guiyang. Zhejiang, Jiangnan water town, coastal area. All along, people have the spirituality of "water" in their consciousness. Water can also mean "wealth", and wealth is what businesses want; Guiyang is located in the southwest, and it is mountainous. "Mountain" has various connections with the "water" we extracted. The most important thing is that there is a kind of complementarity, which can well symbolize the interactive relationship between Guiyang and Zhejiang Mall, which is from Zhejiang and established in Guiyang. I got the two elements of "water" and "mountain" to symbolize Zhejiang and Guiyang, so I had the idea of "blending mountains and rivers". With this idea, we can begin to sketch the big shape of this logo in our minds. Usually, we will also extract more and better elements from repeated drafts to supplement and improve the logo.
In the corporate philosophy of Guiyang Zhejiang Mall, the word "poly" is emphasized. In the process of drafting, I took water as the basic element, and at the same time formed a word "mountain", which better expressed the concept of "harmony between mountains and rivers". At the same time, I got two other elements and ideas: the Chinese character "Xing" and the traditional element "Ding" in China. "Xing" stands for prosperity, development and so on, while "Ding" can represent the integrity of merchants and a height of customer marketing positioning.
To sum up, we have got a logo concept that can accurately reflect the characteristics of customers' industry and well reflect their entrepreneurial spirit.
It should be pointed out here that in the process of element mining, we can get many elements. Take "Guiyang Zhejiang Shopping Mall" as an example, the elements that can be excavated are far more than those mentioned above. As long as it conforms to the content of language information, it is feasible. Although there are some personal orientations of designers here, it should be based on the feasibility of logo graphic design.
After completing the step of element mining, we have given logo an idea. Through these ideas, a rough figure emerges in our mind. Let's perform artistic expression and complete the formalization of logo. This is "shaping".
When we improve the concept, making a sign is simpler and more purposeful than imagining a figure out of thin air. Let's grasp the direction of our next artistic expression and be targeted. We can design signs from different angles and directions. Through the designer's understanding of the concept of logo, give full play to his imagination and integrate design elements into graphics in different ways of expression. And this graphic must be accurate in concept, obvious in characteristics, atmospheric in modeling, stable in structure, and suitable for enterprises in color matching, so as to avoid being routine or popular. In addition, different graphics reflect different emphases or forms of expression, so there should be a process of discussion, analysis and revision. Then do research until our logo is recognized by customers and audiences.
Through the above design process, we can get a logo that truly meets the characteristics of the target customers and can be different from or even better than the competitors. At the same time, the logo itself better embodies its functions of recognition, accuracy and memory, laying a good foundation for its dissemination.