Whenever we hear the name of a company, subconsciously we will make a pre-judgment on its image according to our own life experience. Then when designing logo, you can't leave this pre-judgment area to avoid the decline of public acceptance.
A brand design professor once said that when I first heard it, I felt very shocked. His theory should be like this-
The blue circle and yellow circle in the picture can be understood as "who are you" that the public thinks and "who am I" that the company thinks, while the logo design falls in the green cross area, which can deepen the public's cognition and memory while conveying the company's concept.
From the perspective of public cognition, we can see a great benefit of written signs.
Advantages of text-based signs:
1. Intuitive, reducing ambiguity
The text-based logo can more accurately place the design in the green cross area-the public's understanding of the text is similar, and the text in the text-based logo will definitely be in the subconscious prediction area, and the designer only needs to solve the style problem. But the public's cognition and feelings about graphics are very different-for a graphic, it is difficult for designers to ensure that it can fall into everyone's subconscious field. And graphics are easy to attract people's imagination. When people began to imagine with graphics, they basically left the green area-many failed logo designs were because graphics made some people have wonderful imagination. This is also a major reason why international fashion brands are basically word logos or letter logos.
2. Easy to remember
Memory information is smaller than graphics, easier to remember and less confusing.
3. Convenient reverse retrieval
Users will remember the company name when they remember your text logo, and they can easily find the corresponding company information in other channels, such as online search; But if you only remember one graphic logo, it will be difficult to find this company.
Let's talk about two special cases:
1, the company is an established enterprise.
Its graphic logo has been deeply recognized by users. This knowledge is a great asset to the company. In this case, it is necessary to follow the original logo style. The typical case is Starbucks. The image of Sai Ren has been deeply rooted in people's hearts, so there is no need to rebuild the public's cognition of graphics.
In rare cases, some established companies will give up the original graphic logo and use the text logo instead. This is because they need to expand new markets, and the original graphic logo is not friendly to users in new markets, so it is more acceptable to use text logo. But in this case, we also need to take care of the memories of old users, otherwise it will cause huge market losses.
AmericanAirlines logo, in order to comply with the aesthetic of the times and the trend of internationalization of the company, the original eagle element is being diluted, and the proportion of words is increasing. However, it is also changing gradually, and the changes in each version have maintained a good continuity. Until now, this symbol has an eagle element.
Let's look at a failure case. The University of Waterloo in Canada (named Pill ...) tried to remove the medieval graphics on its logo, and immediately changed it back after being hit in the face.
2. The company's logo may be widely used as an icon or knowledge logo, so it is best to make a graphic logo.
This logo requires very high recognition. Typical cases are the signs of railways and subways. As corporate images, they also appear in a large number of traffic signs. The most concise design language should be used to present the logo, which is convenient for people to see it at a glance in the urban environment.
In another case, the logo will be used as an icon in electronic products, so the advantages of graphics are obvious, because there are not many words in the icon.
To sum up, unless "the original company is an old enterprise and a graphic logo is deeply rooted in people's hearts"&; In both cases, the company's logo needs to be used as the indicator icon, and the text logo is basically better than the graphic logo.
Why did you add the word "foundation"? Because design is always a very flexible thing, different strategies will be very different in different situations. Killing with a stick is not only not rigorous, but also boring.
To be a LOGO is to be a brand. Of course, it can enhance brand awareness and attention, but sometimes different regional cultures and political sensitivities should be taken into account. How to do LOGO design well? Which design company in Zhengzhou has a good LOGO design? Designers of Zhengzhou 89 Alliance brand design need to avoid some taboo aspects while creating inspiration:
Taboo 1, element taboo (also known as "cultural and religious taboo"), each country and region has certain meanings due to cultural differences, such as Japanese taboo lotus, numbers 9 and 4, Korean taboo number 4, American taboo number 13, Canadian and British taboo Bai Baihe. The understanding of dragons in eastern and western cultures is quite different. In the east, dragons are auspicious and sacred, but in the west, dragons are understood as evil. In logo design, it often appears in the form of graphic elements, so it is necessary to fully understand the local cultural situation at the beginning of the project.
Taboo 2, communication taboo, brand image wants to be deeply rooted in the hearts of consumers, the first condition is to be able to spread, and the second is to be conducive to communication. Ease of use, easy identification and easy replication are the three main factors that affect the spread of logo. When designing a logo, we should fully consider what kind of media it will eventually be realized in. For example, complex logos should not appear in small media areas. Behind the easy recognition is actually easy to perceive, that is, when you see the logo, you can quickly realize what a corporate brand or product it is.
Taboo 3, graphic taboo Whether it is figurative or abstract graphics, it needs to be considered in style to avoid ambiguity or bad association.
Taboos 4. Portrait taboos. In recent years, portrait logos have been spit out a lot, and many brand owners have gradually changed their thinking, changing the graphics positioned in portrait logos from basic to two-dimensional similarity, weakening the real social identity of characters and emphasizing the connotation positioning of character expression.
Taboo 5, text taboo In fact, in logo design, the difference between graphics and text is very vague. In foreign designs, English capital letters usually convey serious and reliable information, which are mostly used for corporate image and high-end consumer goods; Lowercase is mostly used for women, children and other relatively friendly and interesting brands.