The language and teaching of logo design The art school of Wuhan University of Science and Technology West Midlands Xiadian has its own language. The ballet from the West has its special vocabulary, with its limbs stretched lightly, and even less on the tiptoes. The Chinese folk dance also has its oriental vocabulary, such as Yang Liping’s peacock dance, a unique body language, and is known as the Eastern Hand Ballet. . The language of art design is very different from painting; the language of logo design is more characteristic in art design—it is called “subtractingâ€. It is more concise, more general, and more visually pleasing!
First, the concept of signs
If the concept of a sign is expressed in one sentence, it can be said that the sign is “a sign with a specific meaningâ€. The so-called "symbols", that is: as commas, periods, and question marks in articles, are accurate, concise, and clear. Whether it is words, characters, or animals, or plants, etc. as the symbol of material design, they should be the most concise and most symbolic graphical language. The so-called "specific meaning" means that the interpretation of the sign is specific, unique, immutable, and inseparable with the sign. The logo can be roughly divided into corporate logos, clubs, conference logos, trademarks and public identification signs. For ease of discussion, we use the most common trademarks for analysis and research. Trade marks—namely, trademarks—are symbolic symbols of commodity brands and commodity producers. The meaning of the trade mark expression and the company represented are specific and unique, in no way vague. Trademarks are protected by law after being registered within a certain range. Goods sold in China can be registered by the State Administration of Industry and Commerce. If it is a commodity sold abroad, it must be registered in the country of export or sold in order to be subject to the relevant laws of the local government. protection. The well-known household appliance brand in China, “Hisenseâ€, was first pre-registered by a very well-known large European company, making it impossible for Hisense Electric to enter the pre-registered market, resulting in passive and economical loss of Hisense’s sales strategy. It is worth all companies attach great importance to and learn lessons.
Second, the role of the trademark
The trademark seems to be a double-edged sword.
On the one hand, it is a symbol of the producer. The producer has obtained the right to operate the legally produced goods by registering the trademark. Producers use trademarks as the image of enterprises or product owners to publicize externally so that consumers can recognize the products of producers. The state protects the legitimate rights and interests of producers of registered trademark products in the market and prevents any other enterprises and individuals from infringing. After several years of efforts by the producers, a certain brand of products he produced could become a well-known brand for the public, and some would even become a truly world famous brand in the fierce competition in the long-term market.
On the other hand, consumers can also protect themselves through trademarks. When consumers buy unqualified products, or if consumers’ rights and interests are violated due to problems such as the use of goods, they can completely claim the products from the producers under the trademark or apply for arbitration to relevant departments until the adoption of lawsuits to protect the consumption. Legitimate rights and interests. The fierce competition among enterprises in modern economic activities, such as the quality of products, after-sales services, and the reputation of the company, are all reflected by "trademarks." Producers have spared no effort to build their own well-known brands. Trademarks are actually important intangible assets and visual images of enterprises. “
Haier, the brand of household appliances known to all women and children in China, has grown from a small and medium-sized enterprise into a multinational company. The value of its trademark is not known to have doubled! Companies must not only pay attention to product quality, but also must focus on the brand. Propaganda and Protection When your brand is not recognized by the public, people’s attention is focused on the quality of every product you have; when your brand is recognized by the public, people’s eyes are on many brands. Staring at your brand, they no longer pay attention to the quality of every product you produce, they trust the quality of your products, and the symbol of your product brand and quality is just a small trademark! The irreplaceable important role of trademarks in the production and sale of goods.
Third, the basic requirements of logo design
The logo should carry as much information as possible in a small area. It should be concise and clear. From the design point of view, it is not easy. For trademark design, there are many requirements, and some textbooks list six or seven. I think: To sum up, the most important and most basic requirements for trademark design are the following three:
1, easy to identify, easy to remember the design of the logo is to do "subtraction", to be as simple as possible, induction, summary, but also have a certain amount of information. The image of each trademark must have a distinctly different image character from that of other trademarks. The appearance and connotation of a trademark should represent its precise and specific meaning and vivid personality as much as possible. To make people easy to identify, easy to remember.
2. The visual impact of strong signs, whether it is image characteristics, or black and white relations, color relations, spatial relationship processing, or performance techniques, etc., must have a strong visual impact, can attract people's attention.
3, the design of a good adaptability logo should enable it to adapt to a variety of production methods. The logo has a wide range of uses. Whether it is used for printing, embossing, neon signs, badges, etc., there should be no technical obstacles. Moreover, the image of the logo should be accurate regardless of the production process conditions. The feeling of people can't change.
(to be continued)