Six misunderstandings in logo design
Nowadays, logo has become an important window for enterprises and groups to show their values and corporate culture. Among many logo designs, there are many well-known brands, but some logo designs are confusing. We have to admit that there are some misunderstandings in logo design. Let's analyze these misunderstandings and give some logo design skills, which can also be used for reference in future designs.
First, the concept of logo is vague, which confuses logo and general logo.
Logo is a mass communication symbol composed of a special kind of words or graphics, which conveys specific meanings and information with a concise and concise image in order to establish a specific image in the public. As a special visual language, it should have several most remarkable characteristics: first, it should be recognizable, distinguish it from many signs by using novel and unique images, attract people's attention, deepen their impressions, and be recognized and recognized by the public; Second, it must be symbolic, and the logo must be able to symbolize the spiritual concept of the enterprise and reflect the specific image and mental outlook of the enterprise. Through concrete images, the symbolic meaning, suggestion, metaphor, association and contrast of each figure in the logo are excavated, so that the special information of the symbol is related to the logo, so as to achieve the purpose of transmitting information, shaping the image, communicating and accepting recognition; Third, it is necessary to have a high degree of aesthetics, which is an important factor to improve the charm of signs and determines people's selectivity when they first contact signs. Unique and beautiful signboards can attract people's attention, and at the same time, they can be interested and close the distance with their affiliated enterprises. The beauty of the logo is manifested in three aspects: the beauty of simplicity that is easy to identify, the beauty of graphic modeling, and the beauty of ingenious combination of meaning and form.
Signs and signs are obviously different. Ci Hai also pointed out that the sign is only a part of the meaning of the sign, which is equivalent to the sign. It does not need a unique symbolic meaning, but a concrete sign. It is precisely because some designers equate the two, the logo has no symbolic meaning and cannot effectively convey the specific information of the enterprise, so it can be summarized as one of the misunderstandings.
Second, enterprises regard the logo as a fashion and consumption, and it is meaningless to shoddy it.
Many small and medium-sized enterprises did not form their own unique corporate culture and core concepts when they decided to make logo. They just think that "people have me" and regard logo design as a kind of consumption and fashion, but they don't realize the role and significance of logo, or know the value of logo but don't know how it was designed. It is precisely because of the blind design of logo by enterprises that some designers are shoddy when designing logo, and you are simple and quick, completely ignoring the influence of this logo on enterprises. It's better to have such a logo than nothing. This logo design is the second misunderstanding.
Third, the logo design procedure is unscientific and not rigorous.
Scientific design procedure is the guarantee of success. Logo design program has no absolute order and method, and usually goes through the following stages: 1. In the stage of investigation and research, it is the starting point of logo design creativity to set up a logo design team and obtain relevant information of the enterprise through all-round investigation and research. 2. In the design conception stage, all the collected materials and information will be sorted out and summarized to form the core spiritual concept and find the breakthrough of creativity. 3. In the sketch design stage, according to the characteristics of the logo, the creativity is summarized and expressed by artistic means, and several design sketches are formed. 4. In the drafting stage, the design team selects the best scheme from several sketches, deepens the design and standardizes the drafting. 5. Application feedback stage: Apply the designed logo to all environments of the enterprise, conduct investigation, collect feedback information, and make adjustments when necessary. In these five stages, each stage is very important, and paying more attention to this one will lead to the failure of the design. However, in the design process, insufficient attention is often paid to the investigation and research stage, the investigation procedure is unscientific, and the investigation direction is not comprehensive, which leads to insufficient information collected, inaccurate extracted enterprise core ideas, and the design direction deviates from the enterprise core ideas. In the future design process, no matter how excellent the designer is, he can't design excellent signs. This situation is the third misunderstanding.
Fourth, the signs are similar and the recognition degree is poor.
This should be a misunderstanding in the design method. Many designers refer to a lot of data before designing the logo, looking for the graphics consistent with the logo design in the data, and then processing the graphics without pertinence, resulting in many similar logo images, which lack uniqueness. What's more, they simply copy similar signs and make a new face. The correct design method is to rely on the designer's experience and accumulation, and through creative artistic treatment, transform the core idea of the enterprise into symbolic graphic symbols, and then screen these graphic symbols to select the most representative graphic symbols. After processing, they are arranged and combined into signs.
Fifth, one-sided pursuit of novelty and chaotic combination of signs.
The novelty and uniqueness of the logo is a major feature of the logo, but some logos only emphasize the novelty and strangeness of the logo, ignoring the symbolic significance of the logo itself, thinking that as long as it attracts the public's attention, the task is completed. In fact, it only plays an eye-catching role, and the symbol of success must also be given graphic symbolic meaning to convey specific information and make it accepted and recognized by the public. In addition, the strangeness of signs also limits the arrangement and combination of signs and standard characters. For example, they can only be arranged horizontally or vertically, which limits the use of signs. In order to meet the needs of different environments, some signs and norms are randomly combined, which is not conducive to shaping the unified image of enterprises, but also causes public doubts about enterprise management and destroys enterprise image. This situation is not uncommon and should be regarded as the fifth misunderstanding.
Sixth, the improper selection of logo color can not reflect the industry characteristics and specific image of the enterprise.
The color of logo is usually regarded as the image color of enterprise, which must reflect the sensory appeal of enterprise concept and image. Color has certain meaning and emotional symbolic characteristics. Different colors can give people different associations, for example, red symbolizes the sun and flame, and blue symbolizes the sea and blue sky. When determining the standard color, the spirit and image of the enterprise are expressed through the association generated by the perceptual experience of color. For example, red symbolizes the sun and flame, which can be used to express the prosperity and vitality of enterprises, and at the same time symbolizes the enthusiasm of enterprises and the prospect of enterprises rising like the sun. But in many signs, the symbolic meaning of standard color is not clear, and there are too many kinds of colors, which causes visual confusion. Therefore, to determine the standard color, while reflecting the spirit of enterprise, we should also determine the type and quantity of color according to the scope and conditions of use of the logo. Generally, monochrome is the main color, and the color is heavier. You can also use color matching, but it should not be more than three.