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