Identification is the most basic function of a trademark. Because of the special nature and function of trademarks, the rules and special requirements of trademark form are determined, that is, it has its own unique personality. Trademark design must have a temptation, so that people's understanding of the brand can be conveyed in a closed direction. A vivid image has a strong visual impact, and only when it has its own trademark characteristics can it have vitality, as clear, eye-catching and powerful as a flag.

Step 2 communicate

Modern trademarks not only play the role of commodity identification, but also show certain meanings and clear information through trademarks, leaving a good and unique impression on the public. Choose the "point" that best represents the meaning of the enterprise or brand, and use exaggeration, generalization, metaphor or suggestion to create a symbolic artistic image. The creation of visual image is based on meeting the psychological needs of consumers.

3, ornamental

Because of its different artistic forms and social functions, trademark design is different from ordinary artistic creation in thinking mode, expression means, artistic language and aesthetic point of view. The most important characteristics of trademark aesthetics are conciseness, readability and easy to remember. Because people's vision will only be accepted when they are interested in themselves, therefore, the contact between people's vision and objects is only short-lived, which requires images to have concise visual effects and visual appeal.

4. Adaptability

Trademarks are widely used in visual communication design with the highest frequency. Facing the challenges of different materials and technologies, the expression forms should adapt to the changes of black and white, color, positive and negative shapes, enlargement and reduction, and wireframe hollowing. The purpose of standardization operation is to establish the authority of systematization and standardization.

5, timeliness

Trademark identification is the core of corporate image, but the times and the market have been changing, and trademark design must adapt to the times. When the trademark can't meet the needs of the current era, it needs to be upgraded and redesigned to make it appear in a brand-new image. On the basis of the original trademark, it can be gradually transformed and improved with the passage of time.