In order to create a totem symbol designed for the soul, it shows profound spiritual connotation and artistic appeal between square inches, giving people a feeling of quietness, softness, fullness and harmony, so as to moisten things silently. The design of brand logo should follow the following four design principles.
1, novel and unique, full of personality.
Brand logo is used to express the unique character of the brand, and it is also a unique logo. In order for consumers to recognize the brand's unique quality, style and emotion, the company logo design must be unique, novel and unique, showing the brand's unique personality. Trademarks should pay special attention to avoid being similar to logos of other brands and not imitating other people's designs. To do this, designers must thoroughly understand the relevant connotation of the brand. Creativity is the basic principle of logo design. To design a well-known visual image, we should be good at using exaggeration, repetition, rhythm, implication and abstraction to make the designed trademark easy to identify and remember.
The logo of IBM can be recognized by people all over the world because of its unique blue color. The heavy, steady and steady blue letters convey the trustworthy and unshakable power that the company is eager to show. Paul. Rand designed the logo of this great brand in 1956, using typewriter fonts rarely used in the 1930s, which is called "urban media". This geometric, formal and serif font is very similar to Futura's logo design route. Paul. The logo originally designed by Rand was updated in 1970s, and it became the stripe shape we see today. Today, it is still novel and unique, full of personality.
2, concise, easy to understand and transfer
Trademark is a visual language, which requires immediate results, so the logo design is concise, clear and eye-catching. Don't be too complicated and subtle. This requires designers to embody the ingenuity of ideas and the practice of techniques, pay attention to clarity and eyesight, be suitable for various use occasions, be exquisite and ingenious at close range, be clear and eye-catching at a distance, and have good recognition in all angles and directions. At the same time, the company logo designer must also consider the communication effect of trademarks in different media in order to achieve the convenience and consistency of communication.
Coca-Cola is a model in this respect. "Coca-Cola" is unforgettable. Because of its unique printing handwriting and strong attention, it is vivid, friendly and intuitive. Its dynamic form is so kind and lovely. For more than a century, with Spencer's beautiful and special cursive name, this unique trademark pattern has been popular all over the world and lasted for a long time under the impetus of overwhelming and powerful advertising campaigns.
3. Keep pace with the times and inherit history.
With the change of the times or the development of the brand itself, the content and style of the company's logo design may not match the rhythm of the times and the change of the brand, so the trademark should also be innovative and keep pace with the times. At present, in order to conform to the spirit of the times and lead the trend, many international brands resolutely give up outdated visual symbols, clearly show the audience the spirit of brand innovation breakthrough and pursuit of Excellence, and adopt trademarks with strong visual expression to enhance their brand competitiveness. Of course, to keep pace with the times, we must inherit the history and highlight the national style. Because only things that can inherit history and show national style can easily become totems in people's hearts, establish a solid emotional bond and have eternal value.
For example, the Mercedes-Benz Logo, which occupies the commanding heights of automobile brand logo design and becomes a great symbol, is the best interpretation of keeping pace with the times and inheriting history. Another example is the Logo of the big brand Apple computer, which is also very classic.
4. Aesthetic harmony and harmonious spirit.
Trademark is not only a visual art, but also conforms to people's aesthetic taste and principles, and also incorporates the spirit of the brand and conveys the brand's values. It is also an aesthetic process for people to see a trademark. In the aesthetic process, people evaluate, analyze and compare the visually perceived graphics with relatively objective standards recognized by the society, thus generating aesthetic impulses. This aesthetic impulse brought by trademarks is often expressed through the modeling of signs. Plastic beauty is an important artistic feature of the logo. The modeling elements of the logo can be divided into four categories: point, line, surface and body. On the basis of understanding the brand vision, mission and core values, designers should use these four elements to master the relevant laws of different modeling forms, so as to make the patterns have a sense of beauty independent of the structure of various specific things, express the connotation of the brand and embody the spirit of the brand.
For example, Mercedes-Benz's three-pronged star-shaped pattern is simply the steering wheel of a car, which essentially represents the driver's grand desire to conquer land, sea and air and run freely. All this seems so natural, without any reluctance and obscurity. It not only conforms to people's aesthetic taste, but also incorporates the rich connotation of Mercedes-Benz brand, becoming a great symbol, easily explaining excellent taste and excellent status for car owners, and becoming a symbol that many people who pursue success in the world dream of. It occupies the commanding height of automobile brand logo design, and we can know how many automobile brand logos adopt the model of outer ring plus some changes, but those imitators can't surpass it.
The emotional meaning of a brand needs to evolve from "accepting instructions" to "from the heart", and the expression of brand Logo needs to develop from "influencing" to "connecting". Brand Logo can contain profound emotional connotation, as long as we are good at creating and discovering the psychological vacancy of consumers. If a brand's logo is not well defined, although it can be publicized and its popularity is high, it can be said with certainty that it will not be loved and respected by most people. Even if it is successful, it will get twice the result with half the effort, which is the last thing operators want to see. Only those humanized brands with emotional stories and rich associations can have great appeal, contact their target audience in multiple dimensions and angles, and establish deep emotions.