The expression of the logo

The design methods of logo design are extremely rich and varied, and they are constantly developing and innovating. The common methods are summarized as follows:

Logo concept

1. Representational tactics: Using the image that is directly associated with the sign object and has typical characteristics, the direct sign is stunned. This approach is straightforward, clear, and straightforward, and it is easy to understand and remember quickly. Such as the performance of the publishing industry as a book, the image of the railway transportation industry as a locomotive, the image of the banking industry as a symbol of coins, and so on.

2, symbolic means: the use of signs and content in a sense of the relationship between the things graphics, text, symbols, colors, etc., metaphor, describe the abstract content of the symbol object. For example, a crossed sickle axe symbolizes the union of workers and peasants and uses upright seedlings to symbolize the growth of children and youth. Symbolic signs often use associated objects that have been accepted by society as valid representatives. For example, using pigeons to symbolize peace, using male lions and eagles to symbolize heroism, using the sun and the moon to symbolize eternal life, using pine cranes to symbolize longevity, using white to symbolize purity, and using green to symbolize life, etc. This means is profound, adaptable to social psychology, and popular with people.

3, allegorical means: the use of signs similar to the meaning or have allegorical image, with insinuations, hints, hints of the content and characteristics of the signs. If the image of the umbrella suggests dampness, the image of the glass suggests crushing, and the arrow indicates the direction.

4, simulation and law: the characteristics of similar things image imitation or analogy to the features or meanings of the marked object. For example, Japan's All Nippon Airways adopts the image of cranes to expand its wings and Xiangrui’s flight, and Sagawa Express trains in Japan use the running characters to compare it with Speedpost.

5, visual sensibility: the use of simple and unique abstract graphics, text or symbols that do not have special meanings, gives people a strong sense of modernity, visual impact or comfort, causing people's attention and unforgettable. This technique does not rely on graphic meaning but mainly on the visual power of graphics, text, or symbols to represent signs. For example, the Japanese company Isuzu is marked by two prisms, and the Li Ning brand sportswear exaggerates the pinyin letter “L” horizontally. In order for people to identify the things that are marked, such signs are often accompanied by a small number of small words. Once people identify with this sign, they can identify it by removing the small words.