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

1、logo标志设计要素Logo logo design elementslogo标志设计要素（Logo logo design elements）logo标志设计要素(Logo logo design elements) LOGO logo design elements How to design a good and excellent LOGO or mark, is the brains of the designers. The biggest confusion in design is the mastery and application of the design elemen

2、ts or design principles of the LOGO logo. Therefore, the author selected four designers China, Hong Kong and Taiwan and Japan from the available information, the LOGO logo design elements from the insights and discussion, compiled as follows, for our people, hope to benefit from. China Hills (former

3、 director and professor of Department of decorative design, Central Technical College, Academy of Fine Arts) In modern visual communication design, three key elements of logo design are proposed: I. speed. That is, in the modern pace of life fast, logo design should be clear, concise and clear. Two,

4、 accuracy. That is to reflect the accuracy of the content, the company, the group, the company, the nature of the commodity, characteristics, should firmly grasp. Three, the amount of information. Is to reflect the breadth and depth of content. I think we should also add a form, that is, the form of

5、 beauty, I have seen some of the basic design is concise, accurate and have a certain amount of information, but not beautiful. Some of them are not beautiful and some black and white are uneven. In short, they do not conform to the rules of form and rules of shape, so that the logo design has lost

6、the power of artistic infection and visual impact. Hongkong Jin Daiqiang (Bank of China / BOC Group logo designer) To design LOGO and Hui Chi, we should first consider some important principles. Several points are discussed under the interview: I. identification. LOGO must have a unique personality,

7、 easy to make the public understanding and memory, leave a good impression. But relatively speaking, if LOGO and others are similar to deja vu, no characteristic and faceless design, some people will not leave the impression. Two, originality. Design has originality and shape, and so does LOGO. Thre

8、e, the times. LOGO should not be out of touch with the times, so that people have outdated and backward impression. Modern enterprise LOGO, of course, must have a sense of modernity; rich in historical traditions of the enterprise, but also to inject the era of taste, and the future, and guide the t

9、rend. Four, regional. Each institution and enterprise has different regional characteristics. It may be reflected in the historical background of the institution, the cultural origin behind the product or service, and the scope and object of the market. LOGO can have obvious geographical characteris

10、tics, but relatively speaking, it can also have a strong international image. Five, applicability. LOGO shall apply to visual transmission media used by institutional enterprises. Each media has different characteristics, or has its own limitations, and the application of LOGO must be adapted to the

11、 conditions of the media. Shape, size, color and texture should be considered carefully, or flexible, to enhance the suitability of the LOGO. Taiwan Wei Zheng (general manager of Taiwan Aiken company image strategy) Aiken believes that good logo design, basically need to have three big spirit: I. ad

12、vocating. The enterprise will pursue the ideal proposition to be clear, and then translate into easy to understand graphics, and the most appropriate theme for creative performance, and finally form the unique value and culture of the enterprise. Two, international. This refers to the mainland as a

13、starting point, not to Europe and the United States, the view of the day as a demand, so that people can feel at once that China (Taiwan) enterprises or brands, and gradually form a favorable impression. In short, that is, the local culture as meaning, using western aesthetics as a form of the compo

14、sition of the performance to welcome internationalization. Three. Force. From honest, honest and steadfast image to innovation, challenge and positive modern enterprise. A sign has not become the symbol of the business. How to express the modern appeal on the sign, it is not the power and the moveme

15、nt. Japanese Katsuoka Shigeo (Japanese tomato bank LOGO designer) A good LOGO must have 3 elements: breadth, height, and length: I. scope. Refers to the shape that can be used in business cards, bills, tickets, cards, or gifts. Some design of Kanban application is very beautiful, but once in the ban

16、kbook or card, is a mess, this LOGO is not good, must be in the enterprise all communication propaganda tool, both to use, is a good LOGO design. Two, height. Refers to the sense of international, and in the shape of color and shape, can have a high degree of completion. Three, length. Refers to the

17、 ductility of time. That is, a LOGO can not be two or three years, it was considered outdated design, but must be able to coexist and develop with the enterprise. Therefore, LOGO should have at least 10-20 years of applicability. # About VI, CI, definitions What is VI? To figure out this problem, yo

18、u have to understand what CI is, and what is Ci? Specific components of the CIS Mi: concept recognition Bi: behavior recognition VI: visual identity What is cis? CIS is the abbreviation of corporate identity system, which means enterprise identity system. In 60s, Americans first proposed the concept

19、 of enterprise CI design. It is said that the U.S. IBM company is the founder. The main meaning of CIS is: the unification of enterprise culture and business philosophy, design, using the whole expression system (especially the visual expression system), to convey to the enterprise and the public, t

20、o produce a consistent sense of identity to the enterprise, to create a good impression businesses, ultimately promote enterprises sales of products and services. The meaning of CIS On the inside, through CI enterprise office system design, the production system, management system and marketing, pac

21、kaging, advertising and other promotional image of the design code and unified management, thus arouse the enterprise of each employee enthusiasm and sense of belonging and identity, the various functional departments to each of its staff and effective cooperation. External, through the integration

22、of symbols form to form a unique image of the enterprise, so that the public can identify and identify the corporate image, and promote the promotion of enterprise products or services. Specific components of the CIS The famous Japanese CI expert Yamada Eri believes that CI contains the following tw

23、o aspects of the concept: First, CI is an activity that is explicitly cognizant of corporate philosophy and corporate culture; Second, CI is to mark and standard words as communication enterprise concept and enterprise culture tool. In other words, the CI system consists of three parts: mi (concept

24、recognition mind, identity), Bi (behavior recognition behavior., identity) and VI (visual recognition visual identity). In the three major components of CIS, its core is Mi, which is the highest decision-making layer of the whole CIS, and lays the theoretical foundation and behavior criterion for th

25、e whole system, and expresses it through Bi and VI. All the activities and visual design are centered around the MI, and the successful Bi and VI are the exact expression of the unique spirit of the enterprise. Mi: concept recognition Enterprise concept, internal impact on enterprise decision-making

26、, activities, systems, management, etc., the external impact of corporate public image, advertising and so on. The so-called MI, refers to the establishment of their own business philosophy, enterprises in the current and future period of business objectives, management ideas, management methods and

27、 marketing status of overall planning and definition. The main contents of MI include Enterprise spirit, enterprise values, enterprise culture, enterprise creed, management idea, management policy, market orientation, industry composition, organization system, management principle, social responsibi

28、lity and development plan, etc. Bi: behavior recognition In the middle layer of Bi directly reflects the enterprise concept of individuality and particularity, is the practice of enterprise management and corporate culture to create guidelines, the dynamic recognition system of unified planning for

29、the enterprise operation mode and the formation of. Including internal organization, management and education, public relations, promotions, social cultural activities and so on. Through a series of practical activities, the spiritual essence of the enterprise concept is extended to every corner of

30、the enterprise, bringing together the great spiritual strength of the employees. Bi includes the following Internal: organizational system, management norms, behavior norms, cadre education, staff education, work environment, production equipment, welfare system and so on; External: Market Research,

31、 public relations, marketing activities, circulation measures, product research and development, public welfare, cultural activities, etc. VI: visual identity VI: a complete and systematic visual expression system with logo, standard words and standard colors as its core. The above concepts of enter

32、prise, enterprise culture, service content and enterprise standardization are transformed into concrete symbols to form a unique corporate image. In CI design, visual identity design is the most contagious and appealing, and it is most acceptable to the public. It is of great significance. VI system: A. basic elements system: such as enterprise name, enterprise logo, enterprise form, standard word, standard color, symbol pattern, propaganda slogan and so on. B. application systems: product modeling, office supplies, corporate environment, transportation, clothin