企业形象标志设计外文翻译文献.docx

企业形象标志设计外文翻译文献.docx

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企业形象标志设计外文翻译文献

文献信息：

文献标题：

Logodesignandthecorporateidentity（标志设计与企业形象）

国外作者：

GeorgeAdîr,VictorAdîr,NicoletaElisabetaPascu

文献出处：

《Procedia-SocialandBehavioralSciences》，2012，51:

650-654

字数统计：

英文1700单词，8723字符；中文3217汉字

外文文献：

Logodesignandthecorporateidentity

AbstractThispaperpresentstheimportanceofalogoasagraphicelementtosupportacorporateidentity.Alogoisagraphicidentityvectorandithasitsplaceinacommunicationstrategyofacompany.Itisaboutthesignatureofacompany.Thatiswhyisveryimportanttobeabletocreateaharmonybetweencoloursandshapesconcerningtheuniverseoflogos.Therearetwostages:

first,theresearchandmarketprojectionandthesecond,thecreativegraphicwork.Thesetwostagesachievethepossibilitytomakealogolifting”whenisnecessary.

Keywords:

Logodesign,graphicsymbol,designstages,logolifting

1.Introduction

Firstofallwehavetoseewhatalogois.Itisasymbol,agraphicandvisualsignwhichplaysanimportantroleintothecommunicationstructureofacompany.Alogoisacleargraphicelementwhichmakepossibletodistinctbetweencompanies.Alogoisasignatureofacompany,maybelikeanewconception,acertainlifestyleetc.Itisaboutabridgebetweenthepublicandthecompany.Itconveysdetailsinaveryconcentrategraphicrepresentation.Itisapossiblesigntocomparesimilaritems.Thatiswhytocreatealogoisnotahappening,isaconsequenceofveryspecifiedanalyses,concerninggeometricshapes,colours,varioussignsandsymbols,allintoanharmoniousmixturewhichisdriven„tocatch”andtobepartofpeople'smind.

2.Logoapplicationdomains

Itsdomainissowide.Shortly,someoneseethisgraphicsymbolinsocial,economicandpoliticallife.Bellowtherearespecifiedonlyafewdomains:

1.Legalityandlaw（officecopy,advocates,insurance,justice,associations,foundations,politicalpartiesetc.）;

2.Educationandculture（universities,schools/highschools/colleges/libraries/bookstoresetc.）;

3.Transportactivities（drivingschools,taxies,transportcompanies,autobrands,carpartsstoresetc.）;

4.Constructionsanddevelopmentprograms（constructionmaterials,decorations,furniture,solarenergy,equipmentsandhardwareetc.）;

5.Medicalactivities/pharmaceutics（medicalclinics,healthspas,drugstores,specializedcabinetsetc.）;

6.Cosmeticsandspatreatments（cabinetsandbodywellnesssalons,fitness,cosmetics,hairstyle,barbershops,spa&beautysalonsetc.）;

7.Foodindustry（candyshop/pastryshop,coffeeshop,restaurant/pub/bar,teahouse,cateringetc.）;

8.Media&Advertising（medianetwork,TVcable,TVcompany,audiocompany,advertising/commercialsetc.）;

9.Sportsandsportsequipment（sportsclubs,sportingevents,sports,sportfashionstores,etc）;

10.Financial-bankingactivities（banks,financial-bankingconsultingfirms,exchangeofficesetc.）;

11.Variedservices（tourism/travel,recreationactivities,autoservice,carwash,vulcanizationshop,autogarage,supermarket,cleaning,sanitation,utilitarianmountainclimbing,telecommunications,internet/softwareetc.）.

Fortheseactivitiestherearenecessarypropersymbols.Forexample:

-justice:

lawbooks,thejusticescale,theConstitution,apersonpleadingetc.;

-travel:

landscapes,boats,trucks,beach,sea,mountains,cottageetc.;

-auto:

cars,wheel,tyres,bodycarparts,dashboardetc.;

-petshop/vetmedicalcare:

domesticandsavageanimals.

anharmoniousmixturewhichisdriven„tocatch”andtobepartofpeople'smind.

3.Theattributesandthefunctionsofalogo

3.1Theattributes

Itscharacteristicscomefromitsflexibilitytobepicturedonalotofsupportitems,aspaper,plastics,textile,metaletc.Alogoattributeshavetoassureastrongidentityofacompany/service/product.Alogomustbe:

➢Legible-averygoodwriting;

➢Coherent-clear,easytobeunderstood;

➢Adaptable-tobedesignedinhorizontalandverticalformats,inanysize;

➢Reproducible-easytobecopied,blackandwhiteorcolored;

➢Memorable-neverforgetit;

➢Timeless-meansatesttosurviveintime;

➢Simple-tobeeasyrecognized.

3.2Thefunctions

Thelogofunctionsarethosewhoassurethegraphic,visualandfeelingcommunicationandallowthetranslationofthemessagetothepublic.Thepowerofalogoisaguaranteeofthequalityandthevalueofproducts.Itsfunctionsarerationalandfeeling.Seethesefunctionsbelowwithashortcharacterization:

1.Contactfunction-assuresandsustainsthecontacttothepublic;

2.Explainfunction-specifiestheidentityandthepersonalityoftheorganization;

3.Denotativefunction-offersinformationabouttheproduct/service/event;

4.Identificationfunction-indicatesthetargetpublic;

5.Significationfunction-followstoaddemotion;

6.Translationfunction-explainsthecodeofthemessage;

7.Estheticsfunction-inspirespleasure,sensibility.

4.Logodesignstages

Therearetwostagesveryimportanttocreateandtodefinealogo:

first,theresearchand,second,thegraphics.Thatiswhyalogodesignerhastoknowtheactionareaandthepurposedthemethustodevelopahighlevelworkandnotacopyaccordingtoknownpatterns.Itisnecessarytogooverthemfromthebeginningtilltheend.Whatisinfrontofthepublicisthegraphicresult.Below,infigure1,wepresentthetwostagesandthephasesforeach.Everyphaseandeverysketchedlinemeansomethingimportantandouradviceis:

DONOTBURNSTAGES!

DONOTBURNSOMEPHASE!

5.Logotypology

Thelogodesignuniverseisunsuspectedwide.Theexistinggeometricshapesandothernewdevelopedand,also,thewidescaleofcolours,allowaverygoodfieldforacreativedesigner.Byanalysingthelogotypologyweseethreemaintypes:

1.Iconicorsymboliclogo-representedbyanemblem,asymbol,asignoranobject;（Thiskindoflogoisasuggestivegraphicrepresentation,somethingwhichcanbementalregistered,processed,explainedandunderstood.Forthiskindoflogoispossibletohavegraphicrepresentationsofanimals,fruits,insects,dailyunits,suggestivesymbolsforvariousactivitiesoractions.Ifsomebodyiswishingtocreateaniconiclogo,ithastodriveintothefirststageandphasesandafterthatwork,tosketchsuggestivelogos,usingthemeaningofthegeometricshapesandcolours.）

2.Atextdefinedalogo-isrepresentedonlybyletters/numbersasatextorassingleletters/number;（Thereisnographicsymbol.Thecreationoftheselogosisapersonificationusingapeculiarwriting.）

3.Amixedlogo-concerninginasymbolandatexttogether;（Forthiskindalogotherearetwosupportelements:

thefirstoneisatext（thenameofthecompany/product/service/eventetc.）andthesecondoneisasymbol（geometricshapes,differentsigns,variousimagesetc.）.Therearelogoswhichincludeinsideageometricshapeatextwhichmaybeaname.）

6.Shapeandcolourinlogodesign

6.1Geometricshape

Thegeometricshapesareimportantelementsinacorporateidentitystrategy.Therearemanyclassicgeometricshapeswhichsuggestanimageofthecompany.Table1presentsonlyafewgeometricshapesandtheirsuggestiveinduction.

Alltheseshapestrytosatisfytheattributesandthefunctionsofalogothroughgraphicsandtocommunicatetheidentityofthecompany.Graphicselementsassymbols,signs,pictogramsetc.areusuallyusedinlogodesign.Itisaproblemofchoosingtherightgraphicelementandthismeansasolidcreativeworkofadesigner.

6.2Colour

Thecolourisaveryimportantconstitutiveelementandhasaroletobalanceitsgraphic.Thecolourhastobecarefullyselecteddonotdisturbthepublic.Inthisuniverseoflogodesigntherearemonochromelogos,twocolourslogos,threeorfourcoloursetc.Theessentialthingistobeverygoodintegratedinthegraphicstructureofthelogo.Itisknownthatmanycoloursinalogomadeadifficultreceptionofitfromthepublic.Generallywespeakaboutone,twoorthreecoloursinalogo.Also,anotherimportantfeatureofalogoistobeunderstoodasgraphicmessageinanysize.Itisveryimportantforalogotohavethesamecharacteristicsandthesameshapeinanysize.Infigure2someonemayseethisappearance.

7.Logoevolution/logolifting

Isveryimportanttoseetheevolutionofwell-knownlogostounderstandinwhichwaythepublicreceivedthelogoafteraliftingprocess.Everytime,inaspecializedliterature,ispresentedCocaColalogoasatimelessgraphicsymbol,thesamefrom1885.Asadistinction,PepsiColalogoisdifferentfromwritinghand（1898）totypographicstyle（today）.Appleisanotherexample.Atthebeginning（1976）wasasapictureofIsaacNewtonandthenameAppleComputer（difficulttobeunderstandformanypeople）andnowisonlyanapple.Ford–from1927tillnowisalmostthesameshapeandthewhitenameFordonabluematter.MazdahaspassedfromwritingMazda（1934）tothisspectacularlogooftoday.ForRenaultisarhomb（1925）tillthediamondrhomb（2011）.GeneralElectrichasthesamecirclefrom1930andanornamentalwriting.AlfaRomeoiskeepingthesameshapeandsymbolsfrom1910.Shellalsohaskeptashellshape（from1904）andnowthereisamodernandstylingshapeofit.FederalExpressisnowFedExhavinganincorporatedwhitearrowassign.

Therearemanyotherexampleswhichshowdifferentshape,coloursorsymbolsoflogosintime（Nokia,BP,IBMetc.）.

AsanexampleoflogodesignisthecreativeworkforalogoforEngineeringGraphicsandIndustrialDesignDepartment（PolitehnicaUniversityofBucharest）.Figure3representsavarietyofthislogo.

Acknowledgements

Thelogodesignisacreativeworkwhichallowstoacompanytobeseenthrough