The brand logo is not only a way for consumers to recognize the brand, but also a means to improve brand awareness. Brand logo in the design of its pattern and name should be simple and eye-catching easy to recognize, easy to understand and remember, but also requires that the design can reflect the characteristics of the enterprise's products, with personality, so that consumers can identify the unique quality, style and business philosophy. When consumers see the three-forked star ring, immediately think of Mercedes-Benz cars; when children see a big yellow letter "M" in the store next to the McDonald's will go to eat; in the dazzling array of shelves, see the "two birds in the nest", we know that this is what they are going to Buy Nescafe; Peugeot (PEUGEOT) car lion logo, its teeth and claws, majestic image of the king of beasts, so that consumers associate the car's high efficiency, big power attributes; "Li Ning" brand sportswear, LINING the initial letter L as a positioning, and the "L" is like a sail holding "LINING", symbolizing the spirit of "movement, leap, take off", which implies that the " LINING" brand products will ride the wind and waves, go forward, and continue to develop new markets, develop and grow in the competition.

(2) Accuracy in line with the principle

Accuracy in line with the principle refers to the symbol of the brand logo should be accurate, the brand name and logo to match. The brand logo should be skillfully endowed with allegory and figuratively implied in order to be intriguing, so as to expand the brand's popularity. China's Guangdong Sun God oral liquid logo fully embodies the principle of accuracy and consistency. The logo of "Sun God" takes the geometric shapes of circle and triangle as the basic positioning of the design. The circle is a symbol of the sun, representing the enterprise's business purpose of throwing light, warmth, vitality and hope, and representing the function of health and upward movement; the triangle is placed in an upward trend, symbolizing the shape of the word "human", reflecting the enterprise's upward movement and the service and business philosophy centered on "human"; the triangle is placed in an upward trend, symbolizing the shape of the word "human", embodying the enterprise's upward movement and the meaning of "human". The red, black and white colors represent the eternal colors and form a strong contrast, reflecting the overall mentality of the enterprise, which is not willing to accept the status quo and strives for innovation; the font shape of "Sun God" is based on the seal script as the main feature, combined with the English APPOLLO black characters to form a characteristic "synthetic script". "Synthetic text". Because of the unique design, the visual impact of the product is striking, so that the "Sun God" Group's economic benefits skyrocketed in 1992, the enterprise realized the output value of 1.2 billion yuan.

(3) the principle of relative stability

To be known and trusted by consumers, the brand logo must be used for a long time and publicized over a long period of time, so as to take root in the minds of consumers. At the same time, once the brand is registered that is protected by law, it enjoys the right to exclusive use, therefore, the brand design can not be arbitrary and hasty, but to use those names and patterns that are not subject to changes in time and situation to indicate. For example, Beijing, Shanghai, Tianjin, Wuhan and other places are hanging "Sheng Xifu" signboard hat store, unchanged for decades. In the past, most of the store's name to figure a lucky, "Sheng" and "Fu" and lucky related, tin with the gift (in ancient Chinese commonly known as), for the meaning of giving, the meaning of the whole brand is "who take my store hat, give who the greatest happiness".