What are the basic requirements and characteristics of corporate logo design?

1 Basic Requirements of Corporate Logo Design

1.1 Personalization Requirements

Personalization of corporate logo refers to the "uniqueness" of the logo, which is the fundamental requirement of corporate logo design. The personalized features of the logo make it easy for consumers to find the company in the vast ocean of brands, and then recognize the brand to buy goods.

The personalization of enterprise logo includes two aspects: firstly, the personalization of modeling, the logo modeling is the basic framework of the logo, which supports the logo's existence of the space, it is an important embodiment of personalization; secondly, the personalization of color, the logo's unique color can convey the enterprise's industry attributes, the spirit of the enterprise, the enterprise's beautiful vision, and become an important visual element of the consumer's memory of the enterprise.

1.2 Humanization requirements

The design of the logo should be people-oriented, and the needs of people are the significance of the existence of the logo.

The requirement of "humanization" has two meanings: firstly, the idea of logo design is "anthropomorphism", and the logo of the enterprise is the "face" of the enterprise. First, the enterprise logo design idea is "anthropomorphization", the enterprise logo is the "face" of the enterprise, and it should apply the human beings' needs for beautifying their own faces to the logo design. Secondly, the application of enterprise logo "humanization", mainly based on the logo in the production of practical aspects of the application of convenience, a logo design is quite beautiful but not easy to use, meaningless.

1.3 Simplicity requirements

Modern enterprise logo by the modern art trend, the rhythm of modern life, modern business characteristics and other aspects of the impact of the logo "simplicity" is an inevitable trend.

Modern art trend emphasizes the combination of science and art, and advocates that art comes from human life. Science and art join hands to rationally express irrational abstract expressionism, like designing a car, he is the result of scientific calculations, but also the creation of artistic inspiration. Modern people's life is fast-paced and organized, they do not have much time to stop and watch everything that happens around them, and simplicity and ease of remembering become the characteristics of the enterprise logo must have. The composition of modern enterprises, management mode is very mature and perfect, each department has its own tasks, goals, operating procedures, must be conveyed through a simple corporate logo scientific, standardized, unified overall image.

2 corporate logo design process and method of discussion

The key to the success or failure of corporate logo design is to have a reasonable and effective design method. The author summarizes a set of process-based design methodology, which is discussed and exchanged here.

2.1 Communication

Communication is the key at the beginning of the logo design, we must be clear for whom to design? What to design? How to design?

The customer's requirements for the design, the customer's introduction of their own, the customer's expectations for the future, etc., need to communicate to find information, the process also need to understand what the customer likes, what the customer taboos, what the customer is proud of, the customer's characteristics and what is the basis of the establishment of an effective communication design.

To always reflect on the customer's requirements really understand? Does the client have any unspecified information? What other features can the client explore? Through self-communication to rationalize the design thinking, in order to maintain the right direction in the design, less detour.

Design process should always pay attention to the customer's new tips, new ideas, new requirements, the courage to abandon the inappropriate ideas and methods, bold and innovative design. The process of design is a communication process, must be throughout.

2.2 association

In the communication on the basis of association, open the rich imagination will be related to the information as much as possible to think of the vocabulary, write down. Linear association, diffuse association, centralized association can be used.

Linear association is the most direct way of association, from one point to another relevant point. From the many information you have as a point of association, for example, customers need your logo to reflect a sense of courage, toughness and industry leadership, then you can think of using the shape of the tiger as the enterprise logo modeling material. In this way, you can use all the information at your disposal to conjure up many words that can be used for logo design.

Diffuse association emphasizes the scale of the association, and is the easiest way to get design material. If your client's main business is petrochemicals, then you can think of black, think of chemical labware, think of nature, think of deserts, think of the earth's crust and so on, as long as around a point to the multi-dimensional space of free imagination, you can get more design material.

Association can not only expand, but also summarize the narrowing, which is the core idea of focused association. Our understanding of the various aspects of a business will form a general impression of the business, and then graphicalization of this impression, this is the role of centralized association. If an enterprise's business is agricultural products, including rice, flour, pigs, cattle, sheep, seeds, etc., and it is a comprehensive enterprise group, then we need to play the centralized association to integrate these complicated contents into a graphic that can represent the overall feeling of the enterprise.

2.3 Search

In the previous section we found a very large number of vocabulary materials through rich associations, which may be directly related to the enterprise, or may express the symbolism of the enterprise, in any case the more the better.

The next step is to get the actual modeling of these associations through various channels, so that the associations don't just remain at the level of thought, which requires search. The term "search" has been around since ancient China, but has gained a lot of traction thanks to the Internet, and companies like Baidu, which is known for its "search," have become leaders in the industry.

We can search on the Web, in books, and through other channels, and translate associations into graphics. For example, as mentioned earlier, we associate the spirit of the company with the tiger, so at this point we should search for pictures of the tiger in various poses and movements. Through the search method will find a lot of picture information for the visual expression of the material.

2.4 Filtering

The "uniqueness" of the logo determines that we can't design all the searched graphics as the logo shape. Therefore, we have to consider the suitability of these elements as corporate logo graphics, can be considered from the following aspects:

2.4.1 Whether the symbolism is bad

Some graphics with the majority of the people identified as bad symbolism, in this section should be removed from these graphics. For example, the green hat, the number "4", which is considered unlucky in the East, etc. Some bad symbols are context-specific and need to be taken into account.

2.4.2 Whether it is suitable for the enterprise industry attributes

Logo design requirements in line with the industry attributes, otherwise there is a risk of being misunderstood. For example, if the customer of the logo design is the wedding industry, the graphic color should not be chosen black, because in the traditional Chinese folk concept of black and white is a representation of mourning. The graphic screening process must remove things that do not meet the industry attributes.

2.4.3 whether it is easy to confuse other signs

Graphic selection and creation should also consider others already have a logo modeling, if you find that others have already used the graphics you think of, then the same need to give up. If not, the future design of the logo will not be able to reflect the uniqueness of the logo, or even be branded as plagiarism, or even get into a lawsuit, it will not be worth it.

2.5 Performance

After the screening, basically will leave the creative unique, profound meaning, graphic simplicity of the material, this time you can start to enter the design and performance stage, this stage should be applied to graphic symbols in line with the knowledge of the aesthetics of the material for the artistic processing.

Enterprise logo design means of expression, aesthetic point of view and general art creation is different, the soul of art creation lies in the author's self-expression, it can not take into account other people's feelings, while the logo design is mainly manifested in the symbolic, simplicity and clarity, the enterprise logo is not a piece of pure art, it is necessary to accurately convey information to the audience. Designers are required to follow the aesthetic orientation of the public, the shape and color simplicity, harmony, proportionality, rhythm, rhythm and other formal aesthetics synthesized in the logo design.

2.6 Proposal

After unremitting efforts, the logo graphic is finally designed, the designer should be satisfied with himself, and then he can propose to the client. The so-called proposal is to provide the client with a design solution in layman's terms. Customers want to choose from your program, so you have to provide more than one program; of course, too many programs, dazzling, the choice of the parties have different opinions, and finally your design is difficult to adjust, there is a "premature death" of the possibility. The author believes that the general choice of your design is more satisfied with the three to ten kinds of programs for the proposal is enough.

Proposal time in addition to a few sets of decent program, a clear and concise proposal, the proponent of a wonderful explanation, scientific and reasonable proposal to induce the strategy is essential.

2.7Trimming

Proposal process, the customer will be based on their own ideas, put forward some modifications to the proposal, the unreasonable views of the customer can not be rebutted in public, you should listen carefully to find out the irrationality of the use of rhetorical questions, so that the customer self-conscious of their own irrationality. For customers to put forward good suggestions, to accept with an open mind, not for their own face so that customers can not stand. Modesty and prudence, high-profile work, low-profile is to maintain a good communication relationship with the customer's magic weapon.

The time to repair should not be too long, combined with the customer's views on the logo carefully modified to achieve a careful mind, change decisively, generally within three days of the revised logo again to the customer proposal, such as there are modifications should also be completed according to this patience.

2.8Finalization

The design process is the process of designers and clients to **** the same design goals, this process is bound to be difficult, and can finally come to the stage of finalization must be the result of both sides of the constant polishing, communication, negotiation. The finalization stage should be taken seriously, the customer put forward a variety of questions should be given one by one to explain the positive, once again comb your design ideas, so that the logo to "perfect" posture show to the customer.

Corporate logo design is a hard design work, the designer has to go through the brain, physical, spiritual multiple training, to be able to design an excellent logo for the enterprise, and the use of this logo for the enterprise to create unlimited value, at the same time, the logo itself can also be used as a kind of intangible assets for the people to praise, this is the designers *** with the same expectations.