Enterprise logo can be divided into enterprise logo and commodity logo.

Characteristics of corporate logo:

First, recognition.

The second is systematic.

Third, unity.

Fourth, visualization.

Fifth, the times.

Workflow of enterprise logo design:

Investigate the actual situation of enterprise management and analyze the present situation of enterprise visual design, including the following situations:

First, the concept and spiritual connotation of the enterprise and the overall development plan of the enterprise.

Second, the business scope, commodity characteristics and service nature of the enterprise.

Third, the marketing situation and market share of enterprises.

Fourth, the visibility and reputation of the enterprise.

Fifth, the expectations of business operators on the overall image strategy and visual recognition style.

Sixth, the current situation of related competitors and the characteristics of this industry.

1, establish a clear concept.

2. Specific design performance.

3. Carefully mark the operation:

First, the details of the logo.

Second, the symbolic form of numerical value:

One is gridding,

The second is the proportional size marking method,

The third is the arc angle labeling method.

Third, the diversity of logo forms:

Changes in line thickness;

Change of positive and negative shapes;

Changes in color and black and white;

Various changes of points, lines and surfaces (such as hollow bodies, reticulated patterns, points into surfaces, lines into surfaces, etc.). );

Corresponding to the morphological changes of different media;

Reduce or expand changes in form.

Enterprise standard word

Enterprise standard word is a font that integrates enterprise name, enterprise trademark abbreviation, activity theme and advertising language.

The characteristics of enterprise standard word:

First, recognition.

Second, readability.

Third, design.

Fourth, systematic.

Type of enterprise standard words:

First, the standard word of the enterprise name.

Two, the standard words of product or trademark name.

Third, the logo font.

Fourth, the standard wording of advertising activities.

Enterprise naming or renaming:

The enterprise name change scheme has the following situations:

First, completely change the company name, including the existing standard words, standard colors and other basic visual elements.

Second, partly change or simplify the name of the enterprise, and at the same time introduce new standard words and colors.

Third, phased changes.

Fourth, unify the enterprise name and trademark brand name.

Fifth, under the premise that the standard words and colors of enterprise names remain unchanged, different forms should be developed to adapt to different occasions according to different usage occasions, so as to achieve the feeling of form change.

Standard character drawing method:

There are two common methods for drawing standard characters:

First, grid representation.

Second, direct marking method.

Enterprise standard color

Enterprise standard color refers to the color set by an enterprise to reflect its unique spiritual concept, organization, business content, marketing and style through its visual perception of color.

Development settings for standard colors:

Investigation and analysis stage:

Firstly, the application of existing standard colors in enterprises is analyzed.

Secondly, the image analyzes the public's understanding of the existing color of the enterprise.

Thirdly, analyze the application of standard color in competitive enterprises.

Fourthly, the public's image analysis of the standard color of competitive enterprises.

Fifthly, the relationship between enterprise nature and standard color is analyzed.

6. Market expectation analysis of enterprise standard color.

Seventh, the analysis of taboo colors such as religion, nationality and regional habits.

Concept setting stage:

Positive, healthy, warm, etc. (such as red);

Harmony, warmth, willfulness, etc. (such as orange);

Bright, hopeful, frivolous, etc. (such as yellow);

Growing, peaceful, fresh, etc. (such as green);

Honesty, rationality, negativity, etc. (such as blue);

Noble, exquisite, mysterious, etc. (such as purple);

Thick, classical, scary, etc. (such as black);

Clean, sacred, pale, etc. (such as white);

Ordinary, moderate, neutral, etc. (such as gray).

Color image stage:

By setting the concept of corporate image and the corresponding color concepts and keywords, the corresponding color image expression system is further established.

Simulation test stage:

One is psychological investigation, such as the association of concrete objects with colors, the association of abstract feelings and hobbies.

Secondly, the physiological effects of color visual perception, memory and attention are tested.

Thirdly, the physical factors such as technology, materials and economy in the implementation of color production are analyzed and evaluated.

Color management stage:

At present, it is mainly to standardize the use of enterprise standard colors, such as color symbols and printing color values.

Implementation supervision stage:

Approve the standard colors of different materials;

Carry out color correction on that proofing of prin matter;

Evaluate the color of goods;

Data collection and arrangement of other conditions of use.

auxiliary figure

Auxiliary graphics are auxiliary visual elements in enterprise identification system, including enterprise modeling, symbol pattern and layout design.

1, the design and application of enterprise modeling (also known as business role or mascot, business logo painting);

Enterprise modeling is a cartoon-like figure, animal, plant, landscape or other inanimate object designed to strengthen and highlight the personality characteristics of enterprises or products, as a concrete symbol of enterprises.

Application of enterprise modeling;

First, two-dimensional media, such as printed matter.

The second is three-dimensional media, such as film and television media.

The third is outdoor advertising and POP advertising, such as street signs and car bodies.

Fourth, corporate public relations supplies and commodity packaging, such as gifts.

2, the design of enterprise logo graphics:

Symbolic graphics are not purely decorative library cases, but an extension of basic visual elements of enterprises.

The design theme of enterprise symbol graphics;

First, take the shape of corporate logo as the development matrix.

Second, take the meaning of corporate logo or corporate philosophy as the development matrix.

3. Layout design:

The overall layout includes three parts: the top of the page, the center of the page and the bottom of the page. The content elements of the layout include the combination of basic elements in the visual recognition system, words (words and pictures), corporate modeling, etc. These elements are in different positions of the layout.

Layout usually expresses its structure in two ways:

First, direct marking method.

Second, sign the law.

Combination mode of basic elements of enterprise visual recognition

According to the specifications and arrangement direction of specific media, different combinations such as horizontal arrangement, vertical arrangement, size and direction are designed. Content of basic element combination:

Firstly, the target is separated from its background or surrounding elements, and the spacing is set to the minimum specified value.

Secondly, the scale, spacing direction and position relationship between corporate logo and other elements.

The combination of logos and other elements usually takes the following forms:

One is the combination of logo and Chinese name or abbreviation of enterprise;

The second is the combination of logo and brand name;

Third, the combination of logo and full name or abbreviation of enterprise English name;

Fourth, the combination of logo and enterprise name or brand name and enterprise choice;

Fifth, the combination of logo and enterprise name or brand name, enterprise propaganda slogan, advertising language, etc.

Sixth, the combination of logo and enterprise name, address, telephone and other information.

Prohibited combination specifications:

First, add other modeling symbols to the specification combination.

Secondly, the size, advertisement, color and position of the basic elements in the specification combination have changed.

Third, the basic elements are externalized outside the norms, such as framing, three-dimensional and reticulation of signs.

Fourthly, the standard combination has made changes in word spacing, font deformation, flattening, oblique direction and so on.

stylized font

Special fonts include existing standard fonts and specified fonts.

Standard font:

Mostly used for enterprise names, commodity names, trademark names, etc.

Specify font:

Commonly used in department names, facilities names, branch names and addresses, advertising content, official documents, etc.

Matters needing attention in designing and selecting special fonts:

First, investigate and sort out the scope of use, purpose and usage of special fonts.

Secondly, the selection of designated fonts should be coordinated with the styles of basic elements such as logos and standard fonts.

Thirdly, the types of fonts and the combination forms and methods of characters should have certain rules to form a readable, reproducible and recognizable character system.