First, it looks good.

Signs are first used to show people. If they don't look good, it's useless to do other things well. Just like a youth idol drama, if there are no handsome guys and beautiful women, no matter how good the script and the director are, it is no use, let alone the costumes and props. Therefore, a good logo should first look good, and this standard should be based on the average aesthetics of the target audience (consumers, recipients of information). For example, the symbol of a chemical fertilizer product (which may be bright red and green with strong color contrast) may not be beautiful to urban white-collar workers, but it is a good symbol as long as farmers' friends feel beautiful. The so-called green radish tastes different, and the standards of good-looking are also different. The key is to look at the feelings of the target audience corresponding to the brand. They think it is good to look good, and it is not good to look bad. It's just that you can appropriately improve this aesthetic standard, euphemistically called: improve aesthetic taste, but the premise of doing so is to fully consider the audience's acceptance ability.

Second, unique.

Logo, also called "logo", shows its main function-recognition. The earliest symbol of mankind should be the "totem" between tribes in primitive society. For example, the symbol of the Chinese nation "Dragon" is a combination of totem of previous tribes. Until today, when people see the "dragon", they will associate it with China, because it is very different from the symbols of other nationalities. This uniqueness is one of the most important features of the symbol. If a logo makes people feel similar to other logos, then it loses its "recognition" function, even if it looks good, it can't be regarded as a good logo, because if it loses its recognizable uniqueness, it will lose its basic meaning.

Third, simplicity.

Simple signs are designed to make people easy to remember and use. Just like the classic three lines of Nike hook and Adidas, this extremely simple symbol is not only remembered by people of different races and ages, but also recognized far away. The simplicity of the logo has brought many benefits. However, because there are more and more signs, people make some signs more complicated in order to distinguish their own signs from other signs to the greatest extent and enhance their uniqueness. In addition, the compound trend of symbols is also influenced by "postmodernism"