The Origin and Artistic Features of 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.

Marker Origin

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.

Artistic Features of Logo Design

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 special stamps, signatures, pasters, payments, and brand tags for the items to which a group or individual belongs, each of which has its 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. Persistence

Unlike advertisements or other promotional materials, logos are generally of great value and are not easily changed.