Logo design methods and skills

Introduction: Logo is a symbol with special significance. It is a symbol of the status and strength of a person, a collective and an enterprise. It is a symbolic art, which can be broadly divided into commercial signs and non-commercial signs. Here we mainly discuss commercial signs.

The logo of an enterprise usually contains two meanings: what is this enterprise and how is this enterprise? It represents special things and is very rich in content. The logo plays an important and irreplaceable role in ensuring reputation, establishing image, promoting products, strengthening cultural exchanges and increasing recognition ability. In addition, the logo also reflects a country's economic, technological and cultural level from different angles.

logo design process

A investigation and analysis

logo logo is not only a combination of graphics or words, but also a standard visual symbol for enterprises according to their composition structure, industry category and business philosophy, and fully considering the objects contacted by the logo and the application environment. Before the design, we should first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of the logo. Understanding competitors is also an important step. The important function of the logo, that is, identification, is based on a full grasp of the competitive environment. Therefore, Youyi Design will first ask customers to fill out a logo design questionnaire.

the contents of the survey are as follows:

the nature, scale, history and geographical environment of the enterprise

the characteristics, uses, prices and technological processes of the product

the object of product sales, age, gender, occupation, customs and habits

the area where the product is sold, the market share

the enterprise's long-term planning and expected goals

. To find the breakthrough of creativity, it is impossible to summarize all the investigation materials in a small square inch, but every aspect can be the breakthrough of designers' creativity. Perhaps it is the shape function, production process, geographical environment, etc., which can trigger designers' inspiration. Inspiration does not come out of thin air. With a comprehensive understanding of enterprises and a full grasp of design elements, design and development can be carried out from different angles and directions. Through the designer's understanding of the logo, give full play to the imagination, and integrate the design elements into the design with different ways of expression.

C Sketch

At this time, the thinking activity is concretized, and the performance of logo design is limited by many things. It should be based on the concept of enterprise spirit, the principle of audience, the means of expression and the goal of strong personality. At this time, it is best to start with images, abstractions, words and synthesis. Spend a lot of sketches in each idea, and then select and deepen them. I am afraid that I will be separated from one expression method from the beginning, (be sure to draw by hand)

D Deepen

Select 3-5 satisfactory schemes from a large number of schemes, and then solicit opinions extensively, make progressive adjustments and improvements, and enlarge and narrow them from the aspects of graphic integrity, black-and-white relationship, length-width ratio, line thickness, After careful consideration and comparison, one or two best schemes are finally determined, and the following tests are made:

whether the concept is accurate

whether the image is concise, eye-catching and beautiful.

whether it has personality

whether it is possible to coincidence

whether it is adaptable

whether it has bad meaning when translated into a foreign language

the application of e color

. You can also use color matching. Generally, the single color is no more than 3 colors, and the colors should be red, orange, blue and green. The applied colors should not only have the nature of the enterprise or commodity represented by the logo, but also have distinctive personality. When using color matching, you should pay attention to the relationship between monochrome, black, white and gray. Generally, there is a heavy color in the color matching, so that the logo outline is clear and distinct, and it has a good visual effect.

The production of F <

The design that only pursues visual impact, but does not pursue beauty in the shape, color and texture of the logo is also immature design

Let's talk about designing the logo like this! ! ! ! !

an important principle of modern logo design is simplicity!

nowadays, the form of design has changed from figurative to abstract. The elements of modeling tend to be simple from complex, and the expression form has also changed from painting to diversified words.

There are many theme materials of logo design, which mainly fall into three categories: font type, graphic type and comprehensive type.

(1) Font type:

It is relatively direct to design with characters or letters as performance materials. Font signs have both visual and auditory forms. Almost all font signs have a definite visual form, and at the same time, they are an auditory symbol of symbolic form. The biggest advantage of this type of sign is that what viewers say is what they see, and what they see should also be what they want to say.

Font signs are usually divided into three situations:

The first one is that enterprises and brands are all called materials, focusing on the space and structure of words or letters. Form and form are changed, and the design and modeling of specific characters or letters can show the nature and characteristics of some related industries.

The second type is based on the prefix of enterprise and brand names, including single prefix, double prefix and multiple prefix

The third type is based on the combination of enterprise and brand names and their prefixes. Give consideration to the distinctive styling effect of the prefix form and the advantages of straightforward name signs.

(2) Graphics

Generally, graphic symbols transmit more than 1 times as much information as text symbols. Due to people's physiological and psychological factors, 81% of the information that people normally accept is visual information, which is the fastest and most concise, and it stimulates the human brain. The intensity of memory is far greater than that of words. (abstract visual language)

According to the modeling characteristics of graphics, graphics can be divided into two categories: natural figurative graphics and geometric abstract graphics.

Natural figurative graphics:

Using rich and colorful natural materials for refining and processing, such signs are vivid and interesting, with the characteristics of illustration.

Geometric abstract graphics:

Using simple points, Gradual change, symmetry, emission, mutation, harmony, balance, plus or minus, borrowing, gyration, decomposition, combination and other changes.

(3) Comprehensive category:

Logo design basically started with the use of figurative graphics alone, and the history of the combination of graphics and fonts is not long. The font logo composed of pure characters and fonts and the comprehensive logo of pure graphics take into account the characters. It is widely used in design.

Design and production of logo

After the logo design scheme is determined, in order to keep the logo accurate in application, When drawing, it must be strict and standardized.

Requirements: clear lines, clear graphics, appropriate proportions, reasonable layout, clear colors, standardized words and perfect shapes.

The production of signs is divided into two steps:

1. Graphics are visual adjustment.

2. Standard drawing signs. The application scope of signs is very wide. Outdoor advertisements are roughly tens of meters, as small as a few centimeters. Standard drawings marked with detailed dimensions, the proportion of each part, the center of the circle, the radius, and various visual adjustment details must be made for reference.

Dimension marking method of standard drawings:

(1) Dimension marking method: marking such as length, width and height, The actual dimensions such as diameter and radius.

(2) Proportional marking method: marking the proportional dimensions.

With the designer's professional intuition, a visual harmony of the logo can be achieved.

Logo description writing skills

Signs often cannot see too many levels from the graphic surface, and the logo is interpreted in words, so that the owner can make a * * * sound from the heart and let other stakeholders understand the meaning. So as to form an accurate understanding and help all parties to form a memory of the logo.

It should be written from the following three aspects:

1. The components-including the source and characteristics of modeling elements.

2. The meaning of the graphic-although the logo is a refined and concise graphic, where it came from, how it was refined and what it showed. It should be specially explained. < p