logo标志设计要素Logo logo design elements.docx

logo标志设计要素Logo logo design elements.docx

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logo标志设计要素Logologodesignelements

logo标志设计要素（Logologodesignelements）

logo标志设计要素（Logologodesignelements）

LOGOlogodesignelements

HowtodesignagoodandexcellentLOGOormark,isthebrainsofthedesigners.ThebiggestconfusionindesignisthemasteryandapplicationofthedesignelementsordesignprinciplesoftheLOGOlogo.Therefore,theauthorselectedfourdesignersChina,HongKongandTaiwanandJapanfromtheavailableinformation,theLOGOlogodesignelementsfromtheinsightsanddiscussion,compiledasfollows,forourpeople,hopetobenefitfrom.

ChinaHills（formerdirectorandprofessorofDepartmentofdecorativedesign,CentralTechnicalCollege,AcademyofFineArts）

Inmodernvisualcommunicationdesign,threekeyelementsoflogodesignareproposed:

I.speed.Thatis,inthemodernpaceoflifefast,logodesignshouldbeclear,conciseandclear.

Two,accuracy.Thatistoreflecttheaccuracyofthecontent,thecompany,thegroup,thecompany,thenatureofthecommodity,characteristics,shouldfirmlygrasp.

Three,theamountofinformation.Istoreflectthebreadthanddepthofcontent.

Ithinkweshouldalsoaddaform,thatis,theformofbeauty,Ihaveseensomeofthebasicdesignisconcise,accurateand

haveacertainamountofinformation,butnotbeautiful.Someofthemarenotbeautifulandsomeblackandwhiteareuneven.Inshort,theydonotconformtotherulesofformandrulesofshape,sothatthelogodesignhaslostthepowerofartisticinfectionandvisualimpact.

HongkongJinDaiqiang（BankofChina/BOCGrouplogodesigner）

TodesignLOGOandHuiChi,weshouldfirstconsidersomeimportantprinciples.Severalpointsarediscussedundertheinterview:

I.identification.LOGOmusthaveauniquepersonality,easytomakethepublicunderstandingandmemory,leaveagoodimpression.Butrelativelyspeaking,ifLOGOandothersaresimilartodejavu,nocharacteristicandfacelessdesign,somepeoplewillnotleavetheimpression.

Two,originality.Designhasoriginalityandshape,andsodoesLOGO.

Three,thetimes.LOGOshouldnotbeoutoftouchwiththetimes,sothatpeoplehaveoutdatedandbackwardimpression.ModernenterpriseLOGO,ofcourse,musthaveasenseofmodernity;richinhistoricaltraditionsoftheenterprise,butalsotoinjecttheeraoftaste,andthefuture,andguidethetrend.

Four,regional.Eachinstitutionandenterprisehasdifferentregionalcharacteristics.Itmaybereflectedinthehistoricalbackgroundoftheinstitution,theculturaloriginbehindtheproductorservice,andthescopeandobjectofthemarket.LOGO

canhaveobviousgeographicalcharacteristics,butrelativelyspeaking,itcanalsohaveastronginternationalimage.

Five,applicability.LOGOshallapplytovisualtransmissionmediausedbyinstitutionalenterprises.Eachmediahasdifferentcharacteristics,orhasitsownlimitations,andtheapplicationofLOGOmustbeadaptedtotheconditionsofthemedia.Shape,size,colorandtextureshouldbeconsideredcarefully,orflexible,toenhancethesuitabilityoftheLOGO.

TaiwanWeiZheng（generalmanagerofTaiwanAikencompanyimagestrategy）

Aikenbelievesthatgoodlogodesign,basicallyneedtohavethreebigspirit:

I.advocating.Theenterprisewillpursuetheidealpropositiontobeclear,andthentranslateintoeasytounderstandgraphics,andthemostappropriatethemeforcreativeperformance,andfinallyformtheuniquevalueandcultureoftheenterprise.

Two,international.Thisreferstothemainlandasastartingpoint,nottoEuropeandtheUnitedStates,theviewofthedayasademand,sothatpeoplecanfeelatoncethatChina（Taiwan）enterprisesorbrands,andgraduallyformafavorableimpression.Inshort,thatis,thelocalcultureas"meaning",usingwesternaestheticsasa"form"ofthecompositionoftheperformancetowelcomeinternationalization.

Three.Force.Fromhonest,honestandsteadfastimagetoinnovation,challengeandpositivemodernenterprise.Asign

hasnotbecomethesymbolofthebusiness.Howtoexpressthemodernappealonthesign,itisnotthepowerandthemovement.

JapaneseKatsuokaShigeo（JapanesetomatobankLOGOdesigner）

AgoodLOGOmusthave3elements:

breadth,height,andlength:

I.scope.Referstotheshapethatcanbeusedinbusinesscards,bills,tickets,cards,orgifts.SomedesignofKanbanapplicationisverybeautiful,butonceinthebankbookorcard,isamess,thisLOGOisnotgood,mustbeintheenterpriseallcommunicationpropagandatool,bothtouse,isagoodLOGOdesign.

Two,height.Referstothesenseofinternational,andintheshapeofcolorandshape,canhaveahighdegreeofcompletion.

Three,length.Referstotheductilityoftime.Thatis,aLOGOcannotbetwoorthreeyears,itwasconsideredoutdateddesign,butmustbeabletocoexistanddevelopwiththeenterprise.Therefore,LOGOshouldhaveatleast10-20yearsofapplicability.

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AboutVI,CI,definitions

WhatisVI?

Tofigureoutthisproblem,youhavetounderstandwhatCIis,andwhatisCi?

SpecificcomponentsoftheCIS

Mi:

conceptrecognitionBi:

behaviorrecognitionVI:

visualidentity

Whatiscis?

CISistheabbreviationofcorporateidentitysystem,whichmeansenterpriseidentitysystem.In60s,AmericansfirstproposedtheconceptofenterpriseCIdesign.ItissaidthattheU.S.IBMcompanyisthefounder.

ThemainmeaningofCISis:

theunificationofenterprisecultureandbusinessphilosophy,design,usingthewholeexpressionsystem（especiallythevisualexpressionsystem）,toconveytotheenterpriseandthepublic,toproduceaconsistentsenseofidentitytotheenterprise,tocreateagoodimpressionbusinesses,ultimatelypromoteenterprisessalesofproductsandservices.

ThemeaningofCIS

Ontheinside,throughCIenterpriseofficesystemdesign,theproductionsystem,managementsystemandmarketing,packaging,advertisingandotherpromotionalimageofthedesigncodeandunifiedmanagement,thusarousetheenterpriseofeachemployeeenthusiasmandsenseofbelongingandidentity,thevariousfunctionaldepartmentstoeachofitsstaffandeffectivecooperation.

External,throughtheintegrationofsymbolsformtoformauniqueimageoftheenterprise,sothatthepubliccanidentify

andidentifythecorporateimage,andpromotethepromotionofenterpriseproductsorservices.

SpecificcomponentsoftheCIS

ThefamousJapaneseCIexpertYamadaEribelievesthatCIcontainsthefollowingtwoaspectsoftheconcept:

First,CIisanactivitythatisexplicitlycognizantofcorporatephilosophyandcorporateculture;

Second,CIistomarkandstandardwordsascommunicationenterpriseconceptandenterpriseculturetool.

Inotherwords,theCIsystemconsistsofthreeparts:

mi（conceptrecognitionmind,identity）,Bi（behaviorrecognitionbehavior.,identity）andVI（visualrecognitionvisualidentity）.InthethreemajorcomponentsofCIS,itscoreisMi,whichisthehighestdecision-makinglayerofthewholeCIS,andlaysthetheoreticalfoundationandbehaviorcriterionforthewholesystem,andexpressesitthroughBiandVI.AlltheactivitiesandvisualdesignarecenteredaroundtheMI,andthesuccessfulBiandVIaretheexactexpressionoftheuniquespiritoftheenterprise.

Mi:

conceptrecognition

Enterpriseconcept,internalimpactonenterprise

decision-making,activities,systems,management,etc.,theexternalimpactofcorporatepublicimage,advertisingandsoon.

Theso-calledMI,referstotheestablishmentoftheirownbusinessphilosophy,enterprisesinthecurrentandfutureperiodofbusinessobjectives,managementideas,managementmethodsandmarketingstatusofoverallplanninganddefinition.

ThemaincontentsofMIinclude

Enterprisespirit,enterprisevalues,enterpriseculture,enterprisecreed,managementidea,managementpolicy,marketorientation,industrycomposition,organizationsystem,managementprinciple,socialresponsibilityanddevelopmentplan,etc..

Bi:

behaviorrecognition

InthemiddlelayerofBidirectlyreflectstheenterpriseconceptofindividualityandparticularity,isthepracticeofenterprisemanagementandcorporateculturetocreateguidelines,thedynamicrecognitionsystemofunifiedplanningfortheenterpriseoperationmodeandtheformationof.Includinginternalorganization,managementandeducation,publicrelations,promotions,socialculturalactivitiesandsoon.Throughaseriesofpracticalactivities,thespiritualessenceoftheenterpriseconceptisextendedtoeverycorneroftheenterprise,bringingtogetherthegreatspiritualstrengthoftheemployees.

Biincludesthefollowing

Internal:

organizationalsystem,managementnorms,behaviornorms,cadreeducation,staffeducation,workenvironment,productionequipment,welfaresystemandsoon;

External:

MarketResearch,publicrelations,marketingactivities,circulationmeasures,productresearchanddevelopment,publicwelfare,culturalactivities,etc..

VI:

visualidentity

VI:

acompleteandsystematicvisualexpressionsystemwithlogo,standardwordsandstandardcolorsasitscore.Theaboveconceptsofenterprise,enterpriseculture,servicecontentandenterprisestandardizationaretransformedintoconcretesymbolstoformauniquecorporateimage.InCIdesign,visualidentitydesignisthemostcontagiousandappealing,anditismostacceptabletothepublic.Itisofgreatsignificance.

VIsystem:

A.basicelementssystem:

suchasenterprisename,enterpriselogo,enterpriseform,standardword,standardcolor,symbolpattern,propagandasloganandsoon.

B.applicationsystems:

productmodeling,officesupplies,corporateenvironment,transportation,clothin