Logo and logo design

With the rapid development of science and technology, printing, photography, design, and image transmission are becoming more and more important. The development of this non-verbal transmission has a competitive force to compete with language transmission. Is a unique transfer method.
When people see smoke rising, they will think of the following fire. Smoke is a natural sign of fire. In the era of underdeveloped communication, people use cigarettes (langyan) as a special means to transmit information related to the meaning of fire (such as fire emergency, emergency, and alarm for help. This kind of "smoke" is both a signal and a sign. It is high, slow, and distinctive. People can see it quickly from a long distance. The speed and effect of this non-verbal transfer were not as good as the language and text transfer at that time. Today, although language and text transmission methods are already very developed, they make the public clear and efficient, and are not subject to the constraints of languages and texts of different nationalities and countries, the special function of adapting to the ever-accelerating pace of life is still irreplaceable in any transmission mode.
A sign is a sign that indicates the characteristics of a thing. It uses simple, obvious, and easy-to-recognize images, images, or text symbols as an intuitive language. In addition to what to Mark and what to replace, it also plays a role in expressing meaning, emotion, and Directive action.
As a special way for human beings to communicate with each other intuitively, it is not only ubiquitous in social activities and production activities, but also fundamental interests of the country, social groups and even individuals. More and more show its extremely important unique functions. For example, the national flag and national emblem are the symbols of a national image. They have special meanings that are hard to express in any language or text. Signs of public places, traffic signs, safety signs, Operation signs, and so on, provide intuitive and quick functions to guide people in normal activities and ensure the safety of life and property. Special logos such as trademarks, store marks, and factory marks play important practical values and legal protection roles in developing the economy, creating economic benefits, and safeguarding the rights and interests of enterprises and consumers. Almost all major domestic and foreign activities, conferences, sports meetings, postal transportation, financial and trade, government agencies, groups, and individuals (stamps and signatures) have their own characteristics, these symbols play a role in communication and communication from various perspectives, promote social economic, political, scientific, and cultural progress, and safeguard their respective rights and interests. With the increasing frequency of international exchanges, the intuition, image, and absence of language and character barriers of the logo are extremely beneficial to international exchanges and applications. Therefore, the logo can be rapidly promoted and developed, it has become one of the most effective means of visual transmission and a kind of intuitive contact tool common to humans.
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Marker origin
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The origins of the logo can be traced back to the "totem" of the ancient times ". At that time, each clan and tribe used an animal or natural object that believed to have a special mysterious relationship with themselves as a special marker (referred to as a totem) of the clan or tribe ). For example, the female clan uses snakes as the totem, Xia Yu's ancestor uses yellow Bears as the totem, and the sun, moon, and Crow as the totem. At first, people carved the totem in the living cave and Labor tools. Later, they became the symbols of war and sacrifices and became the flag and emblem of the family. After the emergence of the country, it evolved into a national flag and national emblem.
In ancient times, people in production, labor, and social life constantly create and use various types of tags to facilitate contact, Mark meaning, and differentiate the types, characteristics, and attribution of things, such as road signs, village signs, inscriptions, and seals. In a broad sense, these are signs. In the tomb of ancient Egypt, it was found that most of the vessels with a logo pattern were the manufacturer's logo and name, and later changed into a pattern. In ancient Greece, the logo has been widely used. The ancient buildings in Rome, pempe, and Palestine have seen signs specific to the stone, such as the wheel of the new moon, the grape leaves, and similar simple patterns. China's own workshop stores are accompanied by signs and banners. There were dark marks in the paper made in the Tang Dynasty. By the Song Dynasty, trademarks were widely used. For example, at that time, the Liu Jiaxiu store, which made fine needles in Jinan, printed the rabbit image and the trademark "mark the white rabbit in front of the door" on the product packaging. The armor worn by medieval European soldiers has invisible marks on their headers, and the aristocratic family also has family badges.
By this century, public signs and international signs have begun to become popular in the world. With the rapid development of social economy, politics, science and technology, and culture, after careful design, it has a high degree of practicality and artistry, and has been widely used in all fields of society, it has played a huge role and influence on the development and progress of human society. The emergence of a new science, "symbolic notation", is a historical necessity.
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Features
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1. Utility
The essence of a logo is its utility. Although the logo after art design has ornamental value, it is mainly not for people to watch, but for practicality. It is an intuitive tool for people to carry out production activities and social activities.
Signs are shared by humans, such as signs of public places, traffic signs, safety signs, and Operation signs. Signs are used for national, regional, urban, national, and family purposes; for social groups, enterprises, benevolence, and activities, such as emblem, logo, factory logo, and social logo; for a specific product trademark; there are also exclusive items for the collective or individual, such as stamps, signatures, pasters, payments, branding, and so on, each of which has their own unique functions that cannot be replaced. Signs with legal force, especially special missions for safeguarding rights and interests.
2. Recognition
The most prominent feature of a logo is its unique appearance, which is easy to identify and display its own characteristics. The main function of a logo is to mark the meaning, difference, and attribution of different things. The symbols are directly related to the fundamental interests of the country, the group, and even the individual. They must not be identical or confused to avoid the illusion. Therefore, the logo must have distinctive features that can be recognized at a glance and never forget.
3. Significance
Notable is another important feature of the logo. In addition to the invisible logo, the setting of the vast majority of the logo is to attract people's attention. Therefore, the color is strong and eye-catching, and the image is concise and clear, which is a common feature of the logo.
4. Diversity
The logo is widely used and has a wide variety of features, including its application type, composition form, and performance means. Its application form not only has a plane (almost any material plane can be used ), there are also three-dimensional (such as relief, garden sculpture, any three-dimensional things, or the use of packaging, container and other special patterns for sign, etc ).
Its composition form directly utilizes the object, which is composed of text symbols, which are composed of concrete, image, or abstract image and composed of colors. Most logos are composed of several basic forms. As far as the expression means are concerned, its richness and diversity are almost difficult to describe, and with the development of science and technology, culture, and art, it is always innovating.
5. Artistic
All the unnaturally designed signs are artistic to some extent. It not only meets practical requirements, but also meets aesthetic principles. It is a basic requirement for its artistic nature to give beauty to people. In general, the artistic symbols can attract and infect people, and give them a strong and profound impression. The high artistic nature of the logo is the need of the times and progress of civilization, and is the embodiment of people's increasing cultural qualities and the need of aesthetic psychology.
6. Accuracy
The meaning of a logo must be accurate no matter what it indicates or indicates. First, it must be easy to understand and conform to people's cognitive psychology and ability. Second, it is necessary to be accurate to avoid unexpected multi-solution or misunderstanding, and pay special attention to taboos. It makes people clearly and accurately understand in a very short time, which is the advantage of being superior to the language and faster than the language.
7. Different from advertising or other promotional materials, the persistent logo generally has a long usage value and is not easily changed.
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Logo design principles
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Logo design is not only a practical design, but also a graphic art design. It is similar to other graphic art techniques and has its own artistic rules. It must reflect the aforementioned features in order to better utilize its functions.
Because of its strict requirements for simplicity, generalization, and perfection, it is much more difficult than any other graphic art design to successfully find a solution with almost no better options.
1. The design should be carried out on the premise that the purpose, scope of application, relevant laws and regulations of the design object are described in detail and its functional requirements are thoroughly understood.
2. The design should fully consider the feasibility of its implementation, and adopt appropriate design means for its application type, materials and production conditions. At the same time, it also takes into account the visual effects applied to other visual transmission modes (such as printing, advertising, images, etc.) or to zoom in or out.
3. The design should conform to the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the target object.
4. Be cautious about the concept, and strive to be profound, clever, novel, unique, and accurate, and be able to withstand the test of time.
5. The diagram should be concise, beautiful, and shaping (to adapt to the form of its application ).
6. Graphics and symbols must be concise, general, and artistic.
7. Colors must be simple, strong, and eye-catching.
8. following the laws of logo art, and creatively exploring just-cut forms and techniques of artistic expression, refined the artistic language to make the logo of design highly overall aesthetic and obtain the best visual effect, it is a criterion to mark the pursuit of design art.
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Logo Art Rules
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In addition to general design patterns (such as beautiful decoration and beautiful order), logo art also has unique artistic patterns.
1. Symbol beauty
Logo Art is a graphic design art with unique symbolic artistic features. It extracts and processes the forms, symbols (including words), and colors of things recognized by nature, society, and people's ideas to construct a complete and artistic graphical symbol, different from decorative charts and other art designs.
To some extent, a graphic symbol carries the simplicity, clustering, and abstraction of the text symbol. Sometimes it is used directly, but it is completely different from a text symbol. It is a graphical representation (ready-made text symbols must be transformed through graphs), with more distinctive image, artistic and common sense symbols. Symbolic beauty is the most important artistic pattern in logo design. Logo Art is the art of graphical symbols.
2. Feature beauty
Feature beauty is also a unique artistic feature of symbolic art.
A logo image does not reflect the individual characteristics (personality) of individual things, but the essential characteristics (commonalities) of similar things as a whole, or class characteristics. Through the artistic enhancement and exaggeration of these features, the artistic effect of consensus is obtained. This is quite different from other styling arts in terms of touching artistic effects through the personalized profiling of flesh and blood. However, it does not show the same and conceptual characteristics of things. The same common characteristics can and must have different personality shapes in different designs, so as to have unique artistic charm.
3. Concise and beautiful
Compact and concise charts are the structural beauty principles that must be followed by Logo Art. The logo is not only used independently, but is often used in various visual media such as documents, publicity materials, advertisements, images, etc. With a concise and beautiful sign, not only can it show its own unique and complete symbolic beauty in any visual objects (no matter how big or small, it also produces a strong decorative aesthetic for visual objects. The concise structure is not simple. The concise structure beauty can only be obtained through refined artistic recommendations and generalization.