Logo design common sense of logo design

1, the design must fully consider the feasibility of its realization, and adopt corresponding design means according to its application form, materials and production conditions; At the same time, we should also consider the visual effect when it is applied to other visual communication modes (such as printing, advertising, imaging, etc.). ) or zoom in and out.

2. Attention should be paid to graphic production in design, which should not only be concise and general, but also pay attention to artistry to make people easy to remember.

3. Try to be ingenious, novel, unique and accurate in artistic conception, so as to achieve the visual effect of formal beauty; The composition should be concise and beautiful.

4. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target object.

5. The colors should be concise, strong and eye-catching, follow the artistic law of logo design concept, creatively explore appropriate artistic expression forms and techniques, and temper precise artistic language, so that the designed logo has a high overall aesthetic feeling and obtains the best visual effect. Logo art not only has the general rules of design art (such as decorative beauty, order beauty and so on). ), but it also has its own unique artistic law.

Second, the mainstream trend

1. Logo designers no longer emphasize sustainability or general "green". There are still many natural patterns, but "green" is not so special.

2. The colors are getting brighter and brighter. Unsaturation theory ebbs and is replaced by color density.

3. The overall style tends to be simple-simple types, simple lines, simple colors-as if the concept is getting simpler and clearer. Simplicity may have become a measure of brand awareness.

4. The less the better: less calligraphy, less PS processing, and less manual carving.

Three. international norm

In order to promote the dissemination of information on the Internet, a unified international standard is needed. In fact, there is already such a set of standards. The LOGO of the website currently has three specifications: 1. 88*3 1, which is the most common LOGO specification on the Internet.

2. 120*60 This specification is used for signs of general size.

3. 120*90 This specification is used for large LOGO.

The LOGO of 4.200*70 also appeared.

Four, the three elements of the logo

1 name

An excellent and perfect trademark should not only have beautiful and bright patterns, but also have a bright and resounding brand name. Brand name not only affects the future circulation and spread of goods in the market, but also determines the whole design process and effect of trademarks. If a trademark has a good name, it can give graphic designers more favorable factors and flexibility, and designers may be more creative. On the contrary, it will bring some difficulties and limitations, and it will also affect the expressive force of artistic images. Therefore, the determination of trademark names should follow the principles of fluency, pleasant to hear, easy to remember and beautiful. Be original and contemporary, and be full of new ideas and beautiful associations. Such as snowflake brand refrigerator, and gives people the association of freezing, which sets a clear image for the nature of enterprises and products. Another example is the permanent bicycle, which symbolizes the meaning of permanent durability and embodies the nature and effect of goods. Wanli brand leather shoes and so on.

design

Country names, national flags, national emblems, military flags and medals, or the same or similar ones, cannot be used as trademark designs. Some special signs stipulated at home and abroad, such as the Red Cross, civil aviation signs, and railway road emblems, cannot be used as trademark patterns. In addition, when using animal images as trademark patterns, we should pay attention to the preferences and taboos of different nationalities and countries for various animals.

Step 3 color

Color is one of the three basic elements of form (shape, color and quality). The commonly used colors of signs are three primary colors (red, yellow and blue), which are relatively pure and bright and easy to attract people's attention. Color is a basic subject that must be studied in industrial design. Color research involves physics, physiology, psychology, aesthetics, art theory and many other disciplines.

Verb (abbreviation of verb) characteristic pattern

It is a symbolic representation, unique and eye-catching, and the pattern itself is easy to distinguish and remember. It expresses the marked body by painting methods such as implication, association, generalization and abstraction. The concept is vivid, but the connection with the marked body is not direct enough, so it is easy for the audience to remember the pattern itself. It takes a relatively tortuous process to identify the relationship between the marked objects, but once the relationship is established, it is impressive and the memory of the marked objects is relatively lasting.

Therefore, when the demand for lasting memory is high, it is necessary to design a special pattern image, such as an apple's tooth-printed apple, and grasp all the elements of the pattern LOGO just right to promote it. In other cases, if we want to establish an image in a short time, we should also design corresponding mascots to strengthen communication and understanding with a familiar concept like Apple.

In the era of modern spiritual fast food, Lucent's red circle is also becoming fashionable. However, this kind of design can only be received by the website of the design company in China, but the LOGO of a latest film and television variety show of cable TV has a spiral Lucent red circle, which is more bold and less creative. It is a pity to learn from it.

VI. Special texts

Belongs to ideographic symbols. In communication and exchange activities, the names of the repeatedly used marked objects or their product names are uniformly expressed in written form. The meaning is clear and direct, closely related to the marked body, easy to understand and identify, and also plays an explanatory role in the expressed ideas. However, due to the similarity of the characters themselves, it is easy to blur the audience's memory of the logo itself, thus weakening the long-term memory of the marked body.

Therefore, special characters, generally as a supplement to special patterns, require that the fonts selected should be consistent with the overall style and try to create different styles.

Under the requirements of internationalization, a complete logo design, especially a logo design with China characteristics, should generally be bilingual, and the proportion of Chinese and English characters should be considered. Generally, there should be pattern Chinese, pattern English, pattern Chinese and English, single pattern, and combination of Chinese and English. Some people have to consider traditional and other specific language versions. In addition, it is necessary to consider whether the application of the expanded logo or text is beautiful, which is very necessary for the production of the background and is conducive to the pursuit of the effect of symbol expansion.

Shank Empire and its predecessor, Border Town, have excellent designs for the LOGO of the prodigal son, but none of them consider Chinese. However, it seems that the prodigal son has always been quite dissatisfied with the expressive force of Chinese characters, such as the lack of tiny fonts and characteristic fonts, which may lead to his slackening in Chinese design. This is a pity for the website LOGO for domestic netizens.

VII. Synthetic text

It is a synthesis of expression and meaning, which refers to the design of combining characters and patterns, which has both the attributes of characters and patterns, but both of them lead to the relative weakening of the influence of related attributes. For different object positioning, making LOGO with local patterns or words will produce great differences in expression. For example, simply modify the printed font, or turn the text into a decorative shape for everyone to guess.

Second, the theme selection

(1) Logo design is based on corporate philosophy.

(2) Logo design takes commercial content and product appearance as the theme.

(3) Logo design takes enterprise name and brand name as the theme.

(4) Logo design is based on the historical communication and regional environment of the enterprise or trademark brand.

(5) Logo design takes the combination of enterprise prefix and pattern as the theme.

Third, the design process.

The first step is investigation and analysis.

Logo is not only a combination of graphics or characters, it is a standard visual symbol for enterprises based on the composition structure, industry category and business philosophy of enterprises, fully considering the objects and application environment contacted by the logo. Before the design, we must 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, and the identification of signs is based on a full grasp of the competitive environment. Therefore, we will first ask customers to fill out a logo design questionnaire.

The second step is factor mining.

Factor mining is the further preparation for design and development. Based on the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics that the logo should embody are listed, the relevant graphic elements are excavated, and the design direction of the logo is found, so that the design work is targeted, rather than the combination of aimless words and graphics.

The third step is design and development.

With a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or performances. After discussion, analysis and modification, find out the logo suitable for the enterprise.

Step 4: Symbol correction.

The logo determined in the proposal stage may not be perfect in detail. We have revised the standard drawing method, size correction, black and white application and line application of logo to make it more standardized, and at the same time, the characteristics and structure of logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication.

Logo design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, which makes people naturally associate with logos when they see them, thus generating a sense of identity with enterprises. Signs are closely related to the operation of enterprises. Logo is an essential element in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Some people assert that even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark. Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of the enterprise, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments.

Fourth, the design principles

(1) general principles

1. The design shall be carried out on the premise of clearly understanding the purpose of use, scope of application and relevant laws and regulations of the design object and deeply understanding its functional requirements.

2. The design must fully consider the feasibility of its realization, and adopt corresponding design means according to its application form, materials and production conditions. At the same time, we should also consider the visual effect when it is applied to other visual communication modes (such as printing, advertising, imaging, etc.). ) or zoom in and out.

3. The design should conform to the intuitive acceptance, aesthetic consciousness, social psychology and taboos of the target object.

4. Creativity must be carefully scrutinized, and strive to be profound, ingenious, novel and unique, with accurate ideographic meaning and stand the test of time.

5. The composition should be concise, beautiful and conformable (suitable for its application form).

6. Graphics and symbols should be concise, general and artistic.

7. Colors should be simple, strong and eye-catching.

8. Follow the artistic law of logo design, creatively explore appropriate artistic expression forms and techniques, and temper precise artistic language, so that the designed logo has a high overall aesthetic feeling and obtains the best visual effect. Besides the general design art rules (such as decorative beauty and order beauty), logo art has its own unique art rules.

(2) Design experience

learn a lesson

Do not use more than 3 colors.

There is no need to show what is not essential.

The font must be clear,

The logo pattern must be easy to identify.

Design a logo pattern with a unique shape or layout.

Think independently, no matter what your parents and lovers think of your design.

Make sure that the logo pattern looks to attract the attention of at least three people.

Don't integrate the elements in the popular logo into the design, and call it an original work.

Do not use clip art under any circumstances.

Learning 2

When the logo pattern is set to black and white, it is still very nice.

After the logo pattern is reversed, it is still very clear.

After adjusting the size of the logo, it is still very clear.

If the logo pattern contains icons, symbols or words, reasonable layout should make them complement each other.

Let your design avoid following the latest popular logo design trend, but look durable.

Do not use special effects (including but not limited to italics, shadows, reflections and ray words).

If it is possible to make the logo square, avoid using an incomprehensible layout.

Avoid complicated details.

Consider different places and ways to place signs.

Xindisan

Inspire feelings of courage and self-confidence, not feelings of weakness and rigidity.

You should know that the logo pattern you created is by no means perfect.

Smart business uses sharp lines, while moderate business uses moderate lines.

Logo patterns must be related to the theme they represent.

Photos cannot be used as logo patterns.

You should surprise customers with your design.

Do not use more than 2 fonts.

Every element in the logo should be arranged in an orderly way. Left, middle, right, top or bottom.

Icons look seamless and have no trailing elements.

Before you design a logo, you should be clear about the groups that the logo will face.

Pay more attention to function than innovation.

If the logo name is impressive, then use the logo name as the logo pattern.

The mirror logo pattern is still clearly visible.

Even large companies need small models.

Logo patterns should be liked by everyone, not just businesses.

Create change. The more changes, the more appropriate your logo will be.

Logo patterns look coherent on multiple platforms.

The logo pattern must be easy to describe.

Don't use symbolic language in logo design.

Learning four

Before designing on the computer, draw your ideas on paper with a pencil.

Simple design.

Do not use "sou" or "global" symbols.

Logo patterns can't be distracting.

In the design, the design content should be truthfully expressed.

Logo patterns should be visually balanced.

Avoid bright neon and dim colors.

Logo design cannot violate any of the above principles.

Verb (abbreviation of verb) design requirements

(1) Basic requirements

1. We will try our best to complete the design with as simple patterns, lines and colors as possible.

2. Strive for ingenious and unique ideas to achieve the visual effect of formal beauty.

3, graphics should be concise, general, and pay attention to artistry, so that people who have seen it can remember.

4, in the application of signs to be easy to use, whether printed on business cards, picture books, or outdoor materials production, we must be able to do a good job.

Basic requirements of logo design:

(2) Aesthetic requirements

1, symbolizing beauty

Logo art is a graphic design art with unique symbolic artistic characteristics. It refines and processes the forms, symbols (including words) and colors of things from nature, society and people's ideas, making them into graphic symbols with complete artistry, thus distinguishing them from decorative paintings and other artistic designs. To some extent, logo graphic symbols have the simplicity, aggregation and abstraction of text symbols, and sometimes even use ready-made text symbols directly, but they are different from text symbols. It is embodied in the form of "graphics" (ready-made text symbols must be transformed by graphics), which is more vivid, artistic and recognizable. Symbolic beauty is the most important artistic rule in logo design. Logo art is the art of graphic symbols.

2. Beautiful features

Characteristic beauty is also a unique artistic feature. Logo graphics reflect not the individual characteristics (personality) of a single thing, but the essential characteristics (* * *) of similar things as a whole, that is, the category characteristics. Through the artistic strengthening and exaggeration of these characteristics, the artistic effect of * * * knowledge can be obtained. This is very different from other plastic arts in obtaining touching artistic effects through flesh-and-blood personality portrayal. However, its expression of the * * * characteristics of things is not unified and conceptual. The same * * * characteristics can and must have different aesthetic forms in different designs, thus having unique artistic charm.

3. The beauty of simplicity

Compact composition and concise graphics are the principles of structural beauty that logo art must follow. Signs can not only be used alone, but also often used in various visual communication tools such as documents, promotional materials, advertisements and images. Symbols with concise beauty can not only show their own independent and complete symbolic beauty in any visual communication (regardless of size), but also have a strong decorative aesthetic feeling for visual communication. Simplicity is not simple, and the beauty of concise structure can only be obtained through refined artistic refinement and generalization.

4. Simple beauty

The language of logo art must be simple and simple to avoid disorder. All dispensable and usable graphics, symbols, words and colors are resolutely not used; All the details of non-essential features are resolutely eliminated; What can be expressed by one artistic means does not have to be expressed by two; There will never be much that can be expressed by one bit, one line and one color. High simplicity and beauty are the difficulties of logo design art.

(3) The use of color

In the history of symbolic culture, color plays a very important role. As a non-verbal sign language, the information to be conveyed is very limited, and color plays a great role with its distinctive visual communication characteristics and symbolic power.

Due to the accelerated pace of people's life in modern society and the rapid development of various mass media, modern people can come into contact with a large number of corporate logos or commodity trademarks every day. This requires signs to be as recognizable as signals, so that the public can focus on a sign among many signs and leave a deep impression on a sign in the shortest time. Therefore, if packaging color is a factor that attracts the public in the first line of marketing, then logo color is the most concentrated, constant and abundant color recognition factor. No matter how the packaging design changes, the color of logo is relatively stable. Therefore, the use of standard colors in logo design can not only attract consumers' attention, but also enhance the public's memory, so that consumers can leave a deep impression on the logo, be more familiar with the memory, trigger associations, produce emotional stereotypes and build consumer confidence.

In the commodity world, we can feel the magical power of logo color everywhere. For example, Coca-Cola's trademark is a letter pattern with white characters on a red background, and red characters on a white background are selected according to environmental changes and different media requirements. Fujifilm's packaging is green, and the trademark uses its complementary color-red to achieve a strong contrast-Kodak film packaging is yellow, and its logo is bright red.

There are usually three basic ways to configure logo colors:

(1) is the coordination of primary colors-the colors of primary colors are simple, strong, bright and eye-catching, and the artistic effect and communication effect are remarkable.

(2) It is the collocation of the same color-only one color is selected, and the method of changing the brightness of color, such as matching with orange red, orange yellow, medium yellow and light yellow, forms an excessive color perception from shallow to deep, which can show a sense of movement.

(3) It is complementary color matching-this color configuration is in sharp contrast, and the graphics are particularly eye-catching and bright, which can give people a strong visual impact effect.

Six, design taboo

Various taboos brought by different beliefs in human culture are often manifested in modern human life. If the names of things that people are taboo or unfamiliar with are applied to logo design, it will not only fail to spread well, but also make the logo unattractive and even lead to consumer resistance. Therefore, logo design, especially commodity logo design, should try to avoid all kinds of taboo content.

(A) Taboo language

Due to cultural differences, each country has its own set of cultural beliefs and traditional concepts, so the content of taboos is different. There are several taboo words in logo design.

1. Last name. In some countries, it is forbidden to use the words with surname names or words with similar pronunciation in logo design. However, the logo design of some domestic products has just violated this taboo and encountered some troubles in foreign registration and operation.

2. The name of the strange thing. People are often not interested in strange things, and the use of strange elements needs careful consideration, such as place names.

3. Animal name. Different countries have different taboos and beliefs about animals. In logo design, some animals that are not liked by the public often represent bad meanings, so the names of such animals are also a design taboo.

4. Names of countries and international organizations.

5. Words with deceptive and ethnic discrimination.

(B) digital taboo

Due to the diversity of media, channel signs of different numbers are often designed by using the characteristics of numbers. Because of the universality of numbers in the world, they are considered as elements with no obvious characteristics in commodity signs because of their widely used nature. In some countries, digital logo design is not recognized by law. In addition, due to regional and cultural differences, people in different regions have different taboos on numbers. For multinational enterprises, the digital component of the logo should be used with caution.

For example, 13 is recognized as an auspicious number in China's traditional culture, but it is considered as an unlucky number in many western countries or Asian countries, while 7 is considered as a lucky number. Therefore, in foreign logos, we often see designs with the number 7 as the main component of LOGO. In the eyes of China people, 6 and 9 are auspicious and widely used numbers, but in Japan, because the Japanese pronunciation of 9 is similar to "bitter", the number 9 is not loved by people.

Numbers in Chinese characters are different from Arabic numerals in appearance and have the advantages of traditional culture. The characteristics of the square characters themselves add more connotations to the design of signs, and they can also produce good results when used in some signs.

(C) color taboo

Every country has a variety of traditional customs and habits, as well as different aesthetics of things. For example, China people prefer red and yellow, which represent auspiciousness and solemnity respectively, while in the United States they represent anger and cowardice. The difference of regional culture requires enterprises to cater to the customs, culture and social psychology of the market region, avoid bringing the meaning that it is not conducive to the development of enterprises, adapt to the laws and regulations of the region, and conform to international practices (see the decentralization table).

But there is no absolute. People's understanding and association of color are universal, and the influence of color on people's psychology is also relative. The preferences or taboos of colors in various countries and regions are also relative, not absolute. For example, red is not a very popular color in the United States itself, but during World War II, the red color of Coca-Cola brought people a feeling of expectation and happiness. In a series of signs about environmental protection, sports and sustainable development, according to international practice, green or blue is usually used, which can give people a safe, reliable and fresh feeling.

In logo design, for different genders, different personalities, different age groups and different environments, the application of logo colors in various fields needs to be combined with reality or social psychology. Red, yellow, green, blue, purple, black and white, China likes Japanese, Ricky likes Mexicans, Americans, Turks, Syrians, Brazilians, Russians and French. (4) Taboo of graphics.

Since ancient times, human beings have respected and feared all creatures in nature, which can be reflected from totem symbols to symbols in the 265438+1920s and social life. People of different faiths have their own views on different things. In Japan, turtles are regarded as symbols of longevity, while in China, turtles are regarded as derogatory animals, while in China, deer, cranes and pine and cypress are regarded as symbols of longevity.

Due to the different cultural beliefs of different countries, the use of symbols and graphics in logo design needs careful consideration before it can be used, so as not to cause unnecessary losses to enterprises.

Seven. Evolution and application

With the appearance of digital media, many logo designs have already broken the traditional rules, adding "time" and "expression" to the static two-dimensional plane, and gradually changing from the flat and static form to the dynamic and comprehensive direction, which makes them have a strong extension advantage and will get twice the result with half the effort in the future promotion.

Multimedia logo

Multimedia organically combines traditional and scattered forms of information dissemination (such as language, writing, sound, image and video) to process, transmit and display all kinds of information. In this way, the expression means and scope of visual communication design have been greatly expanded, and the future visual communication design is comprehensive, covering the comprehensive design of all human senses.

The release process of the mascot "Fuwa" of the 2008 Beijing Olympic Games is an example. In the past, the display of mascots was a way to see objects or display boards at a glance. This exhibition is different from the past, with the help of high-tech technology, it is displayed at different levels and in different periods. Firstly, the outline is outlined by laser technology, and then the main image is gradually revealed from virtual to real, and at the same time, sound, image and image are fused by multimedia. The whole process is full of suspense, arousing people's curiosity and thirst for knowledge step by step, and printing the vivid image of "Fuwa" into people's minds. It can be said that the whole process is a grand and novel exhibition form carefully designed.

Conversion symbol

As a new media, the network increases the temporality and interactivity of symbols, making symbols two-dimensional (plane) and three-dimensional (space), and the time dimension increases to four-dimensional. Signs have become an expressive and sensitive cultural life closely related to the society and visitors, and are constantly growing and enriching.

Pet sign

Many software and websites have appeared signs similar to electronic pets. This logo is real-time, interactive and friendly. It can make all kinds of humorous and lovely movements, and its shape is three-dimensional and dynamic, like a pet accompanying it all the time. The logo of OICQ, Maopu and other software and websites has been expanded into rich expression symbols, which can be used by netizens when chatting and pouring water, and become the language and tool for netizens to express their emotions instantly. Therefore, these signs can no longer be called "mascots", but only "pets", which have a sense of intimacy and participation that traditional mascots do not have.

Eight, logo design concept expression rules

Law of formal beauty

Logo design is a visual art and also an aesthetic process for people to watch a logo graphic. 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.

Unity and change

Any perfect logo graphic should have unity. The simpler this unity is, the more aesthetic it will be. However, only unity without change can not make people feel interesting, beautiful and lasting. This is because of the lack of stimulation. Change is the source of stimulation and has the function of stimulating interest. But changes should be regular and irregular, which will lead to confusion and complexity. Therefore, change must occur in unity.

Symmetry and balance

Equilibrium is to seek stability in asymmetry. Balance can be divided into two categories: harmonic balance and contrast balance. Harmonic balance refers to isomorphism and equivalence, that is, the shapes, sizes and components of the graphs arranged on both sides of the central axis are equal or the same. In addition to the balance of pattern modeling, there is also the balance of quantity and color, which must be considered in the graphic design of signs in order to pursue the visual tension of signs.

Rhythm and prosody

Rhythm is the condition of rhythm, rhythm is the deepening of rhythm, and rhythm is also a "law", which is not only reflected in music, but also in other aspects. When an object loses its balance, it will cause motion. If this movement is regular, it is called "regularity". In the graphic design of signs, if the length, thickness, straightness and orientation of lines are changed to varying degrees and skillfully combined, "regular" forms with different senses will be created, which can be summarized as round bodies, repetitive bodies and continuous bodies.

Harmony and contrast

In logo design, contrast and harmony are widely used, such as size, direction, reality, height, width, length, bump, straightness, number, thickness, movement and even number contrast. Contrast is the way to obtain visual characteristics of logo graphics, and harmony is the guarantee of logo integrity and unity.

Proportion and scale

Any perfect figure must have a coordinated scale. The commonly used proportions in logo graphics are integer ratio, addition series ratio, phase difference series ratio, equal ratio series ratio, golden ratio and so on. The laws of formal beauty in logo design cannot be understood in isolation and one-sidedly, because the design of a beautiful figure often needs to be expressed by comprehensive application of various laws. These laws are interdependent, interpenetrating, penetrating, overlapping and promoting each other. With the changes of the times, aesthetic standards and design techniques are constantly developing. Due to the accelerated pace of people's life in modern society and the rapid development of various mass media, modern people can come into contact with a large number of corporate logos or commodity trademarks every day. This requires signs to be as recognizable as signals, so that the public can focus on a sign among many signs and leave a deep impression on a sign in the shortest time. Therefore, if packaging color is a factor that attracts the public in the first line of marketing, then logo color is the most concentrated, constant and abundant color recognition factor. No matter how the packaging design changes, the color of logo is relatively stable. Therefore, the use of standard colors in logo design can not only attract consumers' attention, but also enhance the public's memory, so that consumers can leave a deep impression on the logo, be more familiar with the memory, trigger associations, produce emotional stereotypes and build consumer confidence.

The color configuration of logo graphics should pay attention to the relationship between lightness and purity of various tones, and study people's feelings and hobbies for different colors. The specific requirement of logo color is simple color, and it is best to use a color to unify the graphics, otherwise it will give people a messy and difficult feeling, which will make the logo not play its due role.

There are generally three basic methods for the distribution of logo colors: one is the collocation of primary colors-simple, strong, bright and eye-catching, with remarkable artistic and communication effects; The other is the collocation of similar colors-only choose one color and rely on the method of color brightness change, such as orange, orange, medium yellow and light yellow collocation, to form an over-color vision from shallow to deep, which can show movement; The third is the collocation of complementary colors.