Logo is a symbol with strong visual sense. Because of the simplicity of graphic symbols, it is decided that it must be symbolic in order to fully display the individual image of the logo.
Zhonghui design discusses the principles and standards that should be paid attention to and observed in the process of logo design from three aspects: meaning, form and innovation. In terms of expression and implication, logo design should follow the principles of accuracy, simplification and directness; Good logo design is based on easy understanding, easy identification, easy memory, strong visual impact and beautiful form. On the basis of making the logo accurate, reasonable and beautiful, innovation and change are opportunities and challenges for the logo design of "Going Up a storey still higher".
Any work of art will lose its charm if it lacks a sense of form. Because logo design is to express creativity between square inches, it is required that the logo has a strong sense of form, which can attract people's attention, arouse people's interest and leave a deep impression. Furthermore, logo design brings people a strong visual impact with its sense of form, and achieves the ability to publicize corporate image, disseminate product information and improve economic benefits.
First, the ideographic principle of logo design
Logo is a symbol with strong visual sense. Because of the simplicity of graphic symbols, it is decided that it must be symbolic in order to fully show the individual image of the logo. Therefore, symbol is the primary factor of logo design. Symbols play an important role in human social life. Symbol in a broad sense refers to expressing some abstract concepts or thoughts and feelings with concrete things. As far as logo design is concerned, it is a main way of expression, which means to express similar or similar concepts, thoughts and feelings through a concrete and abstract text and graphics. Symbol is a bridge between symbolic graphics and abstract thinking. It connects the hearts of creators and recipients, promotes the communication between senders and recipients, and causes * * *.
Second, the principle of symbol accuracy.
Through the observation and research on the logo modeling of domestic enterprises in various industries, it can be concluded that many logo designs have seemingly "serious" but actually "fuzzy" design problems. Often a signboard looks gorgeous and modern at first glance, but after careful scrutiny, it is found that the symbolic elements in the signboard have nothing to do with the theme of the signboard. These problems all stem from the inaccuracy of symbol elements and logo patterns. In other words, the symbolic patterns selected by such signs cannot convey the information in the logo proposition most accurately. Therefore, it is an important principle to accurately identify symbols and elements and ensure that the symbol pattern of symbols is closely related to the information to be transmitted and complements each other. Misuse of symbols and patterns must be avoided in logo design.
Third, the principle of simplicity in transmitting information.
At the beginning of seeking logo design, many enterprises and institutions hope that the final logo can convey as much information as possible related to the company name and concept; This has caused many signs to look very complicated, and the modeling structure is bloated and complicated. The human brain does not have the ability to quickly process and decompose complex patterns and information in a short time. When a pattern is too complicated, it takes a long time for our brains to disassemble it one by one and distinguish what each element in the pattern means.
If a sign is too complicated and transmits too much information, our brain will automatically classify the sign as "incomprehensible" in a short time, so the symbolic function of the sign is completely lost; The visual image of enterprises or institutions will not be spread. As the saying goes, haste makes waste, less is more-logo design must pay attention to simplifying the information transmitted and expressed as much as possible, and only take one or two of the most important information to express it.
Fourth, the principle of directness and generality of meaning.
From the logo design of China Bank, we can see that the form of "copper coin" in the logo of China Bank implies the concept of "wealth". In China, everyone can understand and agree that money and wealth are symbolized by copper coins. The copper coin pattern has the directness and generality of implication, and will not cause people's wrong association. Therefore, when using signs and symbols, we should pay attention to choosing graphic patterns that most people can understand and accept, and avoid using incomprehensible patterns to convey information.
Five, the design standard of logo appearance form
The appearance and form of the logo directly affect its function, communication and goodwill in people's minds. To judge whether the design of a sign is qualified, we should not only examine whether the meaning and symbols of the sign are accurate, but also consider whether the shape and form of the sign are standardized and appropriate. The reference standards for judging the rationality of logo modeling form are as follows.
Sixth, it is easy to understand.
In the process of logo design, it is important to choose appropriate symbols to express the concepts in logo proposition, but at the same time, we should also pay attention to how to rationalize and popularize the form of symbols themselves. In principle, in the design of symbol form, designers should pay attention to keeping the structure, color and style of the form consistent with the concept that the logo wants to express, so that people can associate the meaning that the logo wants to express with the help of the form at the first time. Therefore, the logo design should be as simple and popular as possible; Avoid "vague" or incomprehensible phenomena in shape shaping, thus affecting the establishment and dissemination of corporate visual image.
Seven, easy to identify
The recognition degree of signs is closely related to the structure and color of signs. In the sign structure, the simpler the shape, the easier it is to be captured and found by observers, and the more complex the shape, the less easily it is absorbed, digested and understood. Therefore, how to make the logo not only have unique aesthetic taste, but also be clear at any scale will test whether the designer can effectively summarize, simplify and organize the shape of the logo. At the same time, the color choice of the logo also affects the identification of the logo.
Eight, with visual impact
Visual impact is an indispensable quality of all works of art, especially in graphic design, because the theme can not be expressed by three-dimensional visual effects or sound effects, the visual impact of static graphics is particularly challenging. Logo itself usually appears as a small plane in the application process, so strong visual impact is one of the indispensable standards for logo modeling. However, visual impact can not be produced only by noisy colors or gorgeous shapes; A symbol with stable shape, quiet temperament, unique structure and simple color can also promote the emergence of visual impact. Therefore, the most important thing in logo design is to be able to apply certain visual effects to the extreme, so as to produce better visual tension.
Nine, with formal beauty (temperament)
The shaping and grasping of formal aesthetic feeling is the most test part of the designer's inner cultivation and aesthetic taste in the whole logo design process, and it is also the most difficult part to create and control. Generally speaking, if you want to create a logo with a high degree of formal beauty, you can start from three aspects-the harmony between form and color, the modernity of style and temperament, and the artistry of overall design.
In grasping the form of signs, the correct application of the law of formal beauty in plane composition is one of the ways to realize the aesthetic feeling of signs. The laws of formal beauty such as repetition, rhythm and rhythm, contrast and harmony can ensure the beautiful and harmonious visual effect of logo modeling. In addition, logo design should also pay attention to keeping up with the aesthetic pace of the times. A conservative symbol can hardly keep up with the ever-changing aesthetic standards of modern society; It will also affect the goodwill and acceptance of the whole visual image recognition system in the eyes of the public.
It is also an imperative trend for logo design to sensitively grasp the aesthetic standards of the times and apply them to logo design to a certain extent. In addition, artistry is an important factor that cannot be ignored in logo design. The artistry of logo design needs to be demonstrated through ingenious ideas and techniques, that is, to embody the meaning of the logo in a beautiful form. Of course, this beautiful form is not invented out of thin air, but needs to be combined with the relevant culture, concept and spirit of the brand, artistry and certain significance in the design process.
X. Innovation and breakthrough of logo design
On the basis of realizing the accurate and reasonable meaning of the logo and the harmonious and beautiful modeling form, innovation and change are the opportunities and challenges for the logo design of "Going Up a storey still higher". It breaks the traditional simple and single thinking mode of logo design. It not only inherits the connotation of traditional logo design, but also creates new external manifestations. It is the highest principle and standard of logo design to create innovation and make a breakthrough in moral expression or modeling form.