According to each historical and cultural belief environment, the abstract enterprise spirit and concept are expressed through a visual carrier by means of symbols, metaphors and stories. Good logo design can carry the information that the enterprise tries to convey, and make the abstract concept spirit visual, concrete and popular. Symbol is to use visual graphic symbols to arouse people's memory of an abstract meaning, idea or emotion. Symbol is based on a nation's specific culture and religion, and people with the same living environment can correctly convey and understand its symbolic meaning. Symbols are conventional. Just like playing games, you need the rules of the game. Only when the rules are consistent can the symbolic meaning be sent and accepted correctly, and the whole communication process can be established, and the rules are our different historical, cultural and religious environments. Eastern culture and western culture have different symbolic meanings for the same person, and different religions have different symbolic meanings for the same person. In the western world, the lion symbolizes authority and strength, the dog symbolizes loyalty and courage, and the cow symbolizes courage and the "bull market" in the stock market. In China, cranes and pine trees symbolize longevity, bats symbolize happiness, fish symbolizes abundance, and peonies symbolize prosperity. Metaphor is to use a visual symbol or a group of visual symbols to express another layer of parallel related meaning. Metaphor is based on the nature or relationship between the two. Metaphorical symbols, using A to say B, telling problems from the side, need readers to participate in association to complete the whole design conception process. This graphic expression is interesting and profound, leaving room for imagination for culture and art, and the communication effect is surprisingly successful. Storytelling is to use the characters or symbols in the story as the elements of logo design, and to convey the concept or industry characteristics of the enterprise with the help of the wide spread of the story, so as to go with the flow and drift with the flow. Based on the public's cognition of the story, the narrative method has a good communication effect. Starting from the classification of graphics, graphic departure signs can be divided into concrete signs, pictographic signs and abstract signs. When choosing a theme, concrete signs should try to use those familiar elements and create individual elements on this basis. Familiar elements can touch people's visual nerves, cause people to sing, and form the foundation of deep memory. There are many ready-made signs around us. Introducing the original popular elements can shape the intimacy of goods and increase the individuality and difference of goods. There are many successful precedents here. For example, international brands such as Shell Oil, Apple Computer, Camel Cigarette and Tomato Bank all adopt the most popular symbols in the world to make people remember their names. Maybe you will think, what is the relationship between scallops and oil? What does apple have to do with computers? What does camel have to do with cigarettes? What's the relationship between tomatoes and banks? Actually, you can laugh it off. The simplest idea may be the most successful one. The designer's idea at that time was probably the most successful one. The designer's intention at that time was just to find a symbol to distinguish goods. Looking for a ready-made logo, designers and audiences feel kind and worry-free. Pictographic signs Pictographic signs, on the basis of concrete signs, began to simplify and refine the characteristic morphological symbols to convey the key information of enterprises. Abstract signs ★ The way to stand out from many signs is to leave some imagination space for the audience and create the curiosity of signs. What the hell is this? Do you mean this or that? When people can't guess, the image of the logo slips into the depths of memory. Adding a little life characteristics to geometric symbols is an effective way to create curiosity. Text symbol is a very important part of logo design. Font design is full of infinite charm, and font logo promotes font design to the height of symbol communication. On the balance of art and science, written symbols dynamically balance the proportion of art and information, and are the carrier of the contest between aestheticism and functionalism. Starting from characters, logo is one of the earliest logo design methods that people choose. What you see is what you read. Sound and vision are integrated and recognizable at the same time. Text symbols are visual symbols of speech and language. Characters originated from graphics, but in the long-term evolution process, they gradually tend to express the nature of phonemes, such as English. But Chinese characters still retain many graphic features. Character symbols include not only Chinese and English, but also writing elements such as punctuation marks, Arabic numerals and commonly used basic symbols in a broad sense. Graphical signs are more attractive than visual ones. Text symbols are better than the combination of hearing and vision. I. English Logo ★ Western font system and modern logo (OldRoman) The ancient Roman style was compiled according to the inscription on the memorial column of Trajan in the 2nd century A.D., which was elegant and steady, endowed with the charm of handwriting and became a classical style font in graphic design. Its representative is Garamond, a soft thin-line font designed by Garamond, a Frenchman, which is still in use today with its dignified and graceful characteristics. Modern Rome was founded in the late18th century. It has the beauty of rigor, clear strokes, straight serif and reasonable font proportion. Its representative figure is Podonyi, redrawn by Italian Podonyi with geometric rules. Another more famous modern Rome was announced by Morrison in 1932. & lt times >> was used first. Times fonts are based on elegant and steady Roman style, with sharp edges and corners and decorative lines pointing to stop. Times font has established a harmonious relationship between tradition and modernity and has become one of the most widely used fonts in the world so far.