logo, as a visual graphic to identify and convey information, embodies the brand characteristics and corporate image with its simple and beautiful modeling language.

characteristics

LOGO is a variation of the Greek logos

some well-known logos (33 pieces)

, and it is the product of modern economy. It is different from the ancient imprint. Modern symbols bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. As the most important part of enterprise CIS strategy, logo is the most widely used, the most frequent and the most critical element in the process of corporate image transmission. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, and they are deeply left in the hearts of the audience through constant stimulation and repeated portrayal.

editing the international specification of this paragraph

international standard specification of p>LOGO In order to facilitate the dissemination of information on the INTERNET, a unified international standard is needed. In fact, there is already such a set of standards. Among them, about the LOGO of the website, At present, there are four specifications:

Notes on LOGO specifications

1 88× 31, the most common LOGO specification on the Internet

2 121× 61 for general-sized LOGO specifications

3 121× 91 for large-sized LOGO specifications

4 211× 71, and this specification logo has also appeared

design classification

A concrete expression form. Logo

1 circular logo graphic 1 Chinese character logo graphic 1 human modeling graphic

2 square logo graphic 2 Latin alphabet logo graphic 2 animal modeling graphic

3 triangular logo graphic 3 digital logo graphic 3 plant modeling graphic

4 polygonal logo graphic

4 utensil modeling graphic

5 directional logo graphic

5 natural modeling graphic

> edit this paragraph

as a LOGO with media characteristics, in order to realize all visual recognition functions in the most effective space, it is generally through the combination of special patterns and special characters to show, explain, communicate and communicate the marked body, so as to guide the audience's interest and enhance their reputation and memory.

The combination of expression forms is generally divided into distinctive patterns, distinctive fonts and synthetic fonts.

1. Featured pattern:

It is a representational symbol, unique and eye-catching, and the pattern itself is easy to be distinguished and remembered. The marked body is expressed by painting expression methods such as implication, association, generalization and abstraction, and its concept is summarized and vivid, but its relevance with the marked body is not direct enough, and the audience can easily remember the pattern itself, but it takes a relatively tortuous process to recognize the relationship between the marked body, but once the connection is established.

2. Special characters: they belong to ideographic symbols. In communication and communication activities, the names of the repeatedly used marked objects or their product names are unified by a written form. The meaning is clear and direct, which is closely related to the marked body, easy to be understood and recognized, and also plays an explanatory role in the expressed ideas. However, because of the similarity of the words 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 selected fonts should be consistent with the overall style, and should be created as differently as possible.

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

3. Synthetic characters:

is a kind of synthesis of representation 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 orientations, making LOGO with partial patterns or characters will produce great differences in expression. For example, simply modifying the printed font, or turning the text into a decorative shape for everyone to guess. Its comprehensive functions are as follows:

a. It can directly make readers understand the impression of the marked body through text modeling.

b. The modeled text is easier to impress and remember the viewer.

edit the properties of this paragraph

1. identifiability

the requirements for identifiability must be easy to identify and remember. This must be done in terms of color and composition.

2. specificity

the so-called specificity means to be different from other LOGO and have its own characteristics. Otherwise, the designed LOGO are all the same.

3. Connotation

The design of LOGO must have its own meaning, otherwise even if it is beautiful, it is only beautiful in form, but it has no meaning. This requires that the LOGO must have its own symbolic meaning.

4. legal awareness

the legal awareness of LOGO must pay attention to sensitive words, shapes and languages.

5. Overall image planning (structural)

Different structures of p>LOGO will give people different psychological consciousness, just as the horizontal line gives people the feeling of being gentle, steady, continuous and calm, the vertical line gives people the feeling of being tall, straightforward, light and impetuous, and the point gives people the feeling of expanding or contracting, which is easy to attract people's attention.

6. Color

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

Edit the design flow of this paragraph

1. Investigation and analysis-The logo is not just a combination of graphics or words, it is a standard visual symbol for enterprises based on the composition structure, industry category and business philosophy of enterprises, and fully considering the objects and application environment contacted by the logo. 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, 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.

2. factor mining-factor mining is to make further preparations for design and development. Based on the analysis of the survey results, we will refine the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, excavate the relevant graphic elements, and find out the design direction of the logo, so that the design work can be targeted, rather than the aimless combination of words and graphics.

3. design and development-with a comprehensive understanding of the enterprise 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 his imagination, and use different expressions to integrate the design elements into the design. The logo must be profound in meaning, obvious in characteristics, atmospheric in shape, stable in structure, and suitable for enterprises, so as to avoid being conventional or popular. The emphasis or representation reflected by different signs will be different. After discussion, analysis and modification, find out the signs suitable for enterprises.

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

Editing this paragraph's color matching skills

[1] The charm of color is infinite, and it can instantly make something plain and tasteless beautiful. With the rapid arrival of the information age, the network has begun to become colorful. People are no longer limited to simple words and pictures. They not only want to get what they need through the Internet, but also want to enjoy life and feel beautiful in the process. They not only need the webpage to be practical, but also need the webpage to look comfortable and pleasing to the eye. Therefore, contemporary designers not only need to master the basic website production technology, but also need to master the design art such as website style and color matching. This includes the layout design, brand design, artistic text design and color matching design of web pages. Among them, color matching design plays a very important role in website design.

if you don't use language to communicate, color is the quickest way to convey information and express meaning. For example, when identifying plants, minerals, animals and other objects, color can easily help people distinguish them; The goods in the supermarket can leave a deep impression on everyone, and what is necessary is color. In people's daily life, the importance of color effect exceeds our imagination.

color can be called a quiet salesperson, that is, it attracts consumers' attention with color. It is more important than anything for marketing to convey the information of what goods this is to consumers. Especially in the online world, consumers want to fully understand the characteristics of goods through vision, so we must fully satisfy this psychology. In order to better apply color to design web pages, we should first understand the basic concepts of color.

There are many colors in nature, such as: the rose is red, the sea is blue, and the orange is orange … but there are only three basic colors: red, yellow and blue. Other colors can be made by blending these three colors, which are called the three primary colors of pigments.

colors in reality can be divided into achromatic color and colored. White and black, black and all the gray segments between them become achromatic color, which has no hue, only the change of light and shade. [1] achromatic color can only be distinguished by the difference in lightness. White is the brightest and black is the darkest. Colored refers to all colors except achromatic color.

in the objective world, colors are ever-changing and different, but any color has three properties, namely hue, lightness and purity, which are also called the three elements of color. Moreover, when colors interact, besides the above three basic conditions, each color forms a hue with each other and shows its own characteristics. Therefore, hue, lightness, purity, hue and colority constitute the elements of color.

Hue refers to the appearance of color, which is the name that distinguishes color types. Brightness (the brightness of color) is the difference between the shades of color. Brightness difference refers to the depth change of the same color, and also refers to the brightness difference between different hues. Purity (purity of color) is also called chroma or saturation. Adding white or black to a pure color can reduce its purity, or tend to be soft or heavy. Tone refers to the fact that a picture is always composed of various colors with some internal connection, forming a complete and unified whole, forming the general trend of picture color. Color refers to the cold and warm tendency of color.

[2] After understanding the basic concepts and elements of color, we can have a deeper understanding of the impression of color.

color is the first visual language of human body, which has the function of influencing people's psychology and arousing people's feelings, and can influence people's feelings and actions, which is related to most people's experience and association. People gradually form the concept and association of color through contact with nature and society. Therefore, the symbolic meaning and impression of color are worldwide, and there is little difference between different nationalities. Here, by analyzing several main colors in daily life, we will explore the impression and effect of designing colors in web page making.

Red, the most eye-catching color, has strong appeal. It is the color of fire and blood. It symbolizes enthusiasm, celebration and happiness. On the other hand, it symbolizes vigilance and danger. The red color has a strong sense of stimulation, and it often plays a dominant color and an important role in harmony and contrast in the color matching of web pages. It is the most used color. Consumers can easily associate red with the color of tasteful, valuable and sweet wine. So it is mostly used in cars and similar goods with higher prices.

yellow is the color of sunshine, which symbolizes brightness, hope, nobility and happiness. Light yellow means weak, and gray yellow means morbid. Yellow has the highest lightness among solid colors, and it produces brilliant, gorgeous, warm and festive effects with red colors, and elegant, quiet, soft and refreshing effects with blue colors. In the color matching of web pages, yellow is generally related to holiday gifts, and its use is also a more careful color for designers.

Blue is the color of the sky, symbolizing peace, quietness, purity and reason. On the other hand, it is negative, cold and conservative. Blue, red, yellow and other colors can form a harmonious relationship of contrast and harmony. There is a disharmony between diet and blue. People usually can't accept seeing blue in their diet, such as blue milk and blue steak. That's because a blue diet will make people feel disgusted. On the contrary, if it appears in children's food, it will have an unexpected effect-like it. Therefore, in most web design, children's plates and cleaning products use blue as the main tone.

Green is a plant and a color, symbolizing peace and security, while the color with grayish brown and green symbolizes aging and termination. Green and blue are soft and quiet, and yellow is bright and fresh. In the color matching of web pages, because the visibility of green is not high, most of them are medium-sized colors used as foil.

orange, the color harvested in autumn, is warmer and more colorful than red, and it is the warmest color among all colors. Orange symbolizes happiness, health and courage. Golde, who studies psychology and life, once said, "You can see orange in the highest energy. Healthy and simple people especially like orange, and the more nationalized they are, the more they will dislike orange. " (Goethe: SAE mtliche werke 11, Die Farben Lehre, Muenchner Ausgabe)

[3] Purple symbolizes beauty, nobility and dignity, and on the other hand, it means loneliness and mystery. The raw material of lavender is shellfish, so it is expensive. For this reason, purple symbolizes wealth and strength, with a sense of elegance and magic, while deep purple has a heavy and solemn feeling. In the webpage color matching design, purple and red are gorgeous and harmonious, blue is luxurious and low, and green is warm and mature. Used properly, it can form a novel and unique effect.

Black is dark, and it is the achromatic color with the lowest lightness, which symbolizes strength, and sometimes it means unlucky and evil. In web design, it can form a good contrast and harmony relationship with many colors, and it has a wide range of applications. Among them, household appliances with black hue are expensive commodities, and white represents pure and white color, symbolizing purity, simplicity and elegance. As an achromatic polar color, white, like black, forms a bright and harmonious relationship with all colors, and matches with black to form a concise, clear, simple and powerful effect, giving people a sense of weight and stability, and has a good visual communication ability.