One, first figure out the positioning of the logo design

Two, several common forms of logo design analysis

Three, several common logo design direction

Four, logo design considerations

Five, the summary

Next, let's look at it one by one! ~

One, first figure out the positioning of the logo design

Design logo is also need to consider the positioning, and even must consider the positioning, because the logo is like our name, will always follow in various occasions or corners, such as on TV / billboards / leaflets / website / a variety of peripheral products, you will find a logo is made of these You will find that a logo is made of these things visible to the naked eye, such as color / texture / form / shape, etc., and at the same time to convey to people an intangible thing, such as the nature of the enterprise / temperament / philosophy / vision, etc..

For example, when you see the logo of McDonald's you will never think he is selling arms, but more affinity for the public approachable, and then for example, when you see the logo of Dabao you will never see it as a luxury skincare brand, what kind of visual effect will give people what kind of psychological feeling, roughly this is the reason.

So, a complete logo contains a tangible and intangible meaning of these 2 levels, there is also the positioning of the said.

This is why many companies in the process of development, with the change of the times, will continue to upgrade or revamp their logo, because the positioning of the change or the aesthetic direction of the times, everything has to follow the change, just some action is bigger, some action is smaller.

Taking QQ's logo as an example, we will find that the penguin has gone through the process of flattening to texture and then to flattening, and the form has changed from a short, fat and chubby penguin to a tall, thin penguin boy, and the lines of the expression have become more concise and calm, and the colors also look cleaner, and these minor adjustments on the one hand indicate that the penguin has grown up with his audience and become more internationalized. This is the business development and the need of the situation.

A good logo can also be used for visual extension, easy to apply in a wider range of scenarios, when people see this visual element, people will immediately think of it in their minds, that is, occupying the user's mind, thus increasing the emotional adhesion between the user and the brand.

For example, Tmall's cat's head element:

To say so much, I just want to say that before designing a logo, it is best to consider these 3 levels: tangible visual level / intangible positioning level / visual extension level.

Two, the common forms of logo design analysis?

Pre-positioning analysis and so on finished, then we look at some of the common sets of logo. I found that the world's logo so much, but the design form is nothing more than these kinds: text deformation class / English abbreviation class / English font class / English font deformation class / graphics + text class / graphics + English class.

To give you a few examples:

1, text deformation class:

Our every Chinese character is a graphic, and the same word has a variety of ways to write, and every Chinese character is a collection of thousands of years of cultural heritage evolved, so the text deformation of the logo is not only good-looking, and always a literati breath, this type of logo is more suitable for tea drinks. This type of logo is more suitable for tea / bookstore / cafe / restaurant / jewelry these need to reflect the humanistic atmosphere of the brand.

But because of the font / color / texture treatment of different, in fact, it can also take a variety of routes, not necessarily just the literati route:

But this type of text font deformation of the logo is more suitable for domestic use, to go the international route is still a little bit difficult, after all, the graphic symbols or the English alphabet is the international common language.

2, English abbreviation class:

For example, in August 2013 14 L'Oreal acquired the beauty of the mask, in 2015, then the beauty of the logo was upgraded and upgraded by the Japanese design master Kenya Hara manipulated to complete, and now it looks really more international than the original logo.

3, English fonts:

Found that many digital technology / high-end skin care and cosmetics / luxury bags / high-end clothing and accessories are used in the English font logo, or a slight deformation on the basis of some English fonts, reflecting the internationalization, no matter what the internationalization of the thing will also give the feeling that there is a sense of identity, quality assurance and fashion, probably to satisfy the customer vanity a need, right? The customer's vanity is a need for it.

For example, the clothing brand Pingping Bird, now renamed peacebird, does immediately sound more foreign, and then for example, there was not a joke? Six god flower water translated into English six god, immediately sounds like a country big brand perfume name.

Subsequently, Baidu translation, there really is.

But for new brands, if you don't have the technology/characteristics or capital to blindly implement this set of estimates in the country will be more difficult, after all, the public perception there, the new brand in the country to create a name in English, to do a logo in English can't really remember ah ~

Additionally, some of the English fonts type of logo, at least you can see that is the font, but some of the changes will be relatively large, the font is basically not visible, but the font is a very large, and the font will not be able to be seen. The first is that it is not a font, but a graphic.

4, graphics + text class:

Graphics + text with the most commonly used in the country's most common form of a logo, there are horizontal and vertical, and this form is also applicable to any temperament and any brand, but the kind of want to play personality or niche except that they don't want to go with the flow, they want to be different ~

5, graphics + English:

Graphics + English:

There are also some English font type logos, at least it can be seen is the font, but some changes will be relatively large, basically do not see the font, but graphics.

Graphics + English fonts with the international most commonly used form of a logo, the same horizontal version also has a vertical version, and this form is also applicable to any temperament and any brand, but niche brands or designer brands are not good, after all, they want to be different ah ~

Three, a few common methods of logo design

Since the previous mentioned Several common forms of logo, then we next look at several common logo design methods:

1, font deformation method

The so-called font deformation method, is based on the original brand name or business name, do some effect or deformation processing, it is best to be able to combine some of the brand's personality or the nature of the creativity to play to the "do design noodles" as an example, we can be embodied in the "design" of this direction to play, to show you one of our flour in the design exercise for the design of noodles to do the font deformation works, almost this is the meaning of some:

2, graphic association method

For example, the words "do design noodles" as an example, we can associate from the related things and the goal of the vision of two aspects:

Related things:

Related things:

The goal of the design exercise is to create a new typeface for the design of the noodles.

Related things:

We can think of a lot of things or scenarios related to designing noodles, so what will we use when we design? We will use some tools such as brushes/ps/computers, etc., we will think of things related to creativity such as light bulbs/brain/colorful blocks, etc., we will think of female designers at work, etc.;

What do we think of when we see the word "noodle"? Will think of a long noodle / bowl of noodles / a noodle / a lot of noodles / straight noodles / curly noodles and so on;

So we will be able to associate all the design-related images (assuming that the number of a) and noodle-related images (assuming that the number of b) on the combination of axb kinds of creative direction of the logo, and so on, in fact, the equivalent of the higher mathematics in the Arrangement and combination formula (if you forget this math knowledge on their own to Baidu it).

Still with the "design noodles" as an example, to show you our flour for the public before some creative direction (with my comments):

Again, for example, this foreign brushes and noodles splicing photos, is also very meaningful, just with my name is very with it:

But from this direction to think of words may make people feel a little distant and not good to understand, because the ordinary people literally can not understand the meaning of these, so if you want to take the affinity or the public route is not suitable for this direction, to take a more high-priced positioning or aspire to go to the high level of Maslow's needs on the route you can try.

For example, Nike, he is selling sports shoes and sportswear, but he is not just to solve your lowest level of clothing or shoes to wear the needs of this birth, but in order to meet the higher level of a kind of faith on behalf of your needs, he will convey to you is a spirit: just do it! to tens of thousands of a pair (Well, faith is expensive.)

3, the initials extraction method

As the name suggests is to use the initials of the name to do logo design, such as the design of the noodles to do the initials extraction is zsjdmt, but I'm too long this name, the use of this method is not very suitable, neither easy to remember nor easy to design ah, the name of the short for example, within 3 words can try, we know that there are This method is good, I will not go into detail.

4, letter deformation method

With the previous same, extract the first letter of the name to do deformation, so as to get a new graphic logo, this way is also more suitable for 3 words within the short name, such as SF's LG / SF:

5, physical derivatives of the method

This method is suitable for the name itself is more figurative physical enterprises or brands, their logos are often directly on the shape of the corresponding object slightly modified, such as Shell's logo is a shell graphic, Apple's logo is a bite of the apple graphic, hammer's logo is a hammer graphic, Tmall's logo is a cat's simplified graphic, even if I do not put the name of the following logos you know what it is!

6, positive and negative shape

Some of the names are more pleasing to the eye, by his association with the graphics or her initials composed of graphics just can be dealt with in the form of positive and negative shape, such a logo to more and more will not get tired of looking, and will make people smile, deepen the impression, it is worth recommending ~

Four, logo design considerations

The direction of the design is also there, the design method is also there.

Logo design notes, mainly the following six to avoid and four appropriate:

6 to avoid:

(1) Avoid type too loose

Do font distortion class logo or multiple derivative graphics put together, the plane of the composition of the poor grasp of the people are always easy to do the logo is very loose, or does not look whole, the solution is to learn the basics of plane composition.

For example, the following type of logo, more with a little literary atmosphere or emotional thoughts in it, if the plane composition foundation is not firm people, may do the type will be very loose, it does not look good, it looks random, in fact, there is the principle of composition, which is the merit:

(2) to avoid inconsistency

And there are also people in the font deformation of the type of logo time, the same part of the strokes but dealt with a different form, it is easy to cause the overall logo does not look unified, the solution is to make the same part of the strokes to do a unified treatment is good.

(3) too complex

logo itself is in a very small piece of area to do graphic design, and will be used in different occasions, so the type must be durable simple, the more simple graphic application of the wider the scope of application, and you will find that the more big brands are basically very simple logo.

How is it simple? For example, if your logo is in the shape of a white cloud, do you want to keep the curved lines of a real white cloud? In fact, just use smooth circles and straight lines. Another example is that your logo is taken from the shape of a hill, so do you want to keep the real zigzag ridge lines? In fact, just use triangles or a few smooth curved lines instead.

Those so-called real little details can be removed, and when they are removed, it's clean.

(4) The type does not reach the meaning

The other day a flour sent a platform logo about C2M to me to see, one of the type looks okay, but it does not match with its own literal meaning, his logo looks like C2C rather than C2M, which is the direction of the wrong ah.

The logo looks good and creative, but at the same time, it should be expressed accurately.

(5) unbalanced

The final logo if you feel the picture is not balanced, it is most likely that the basics of composition is not a good grasp of the reason, and the picture looks scattered is a reason, so the solution is to build a solid foundation of composition, and diligently practiced before it is also a long time to go to the practice of looking at the formation of a sense of visual balance.

(6) temperament does not match

A few days ago there is a flour sent a logo design to me to seek advice, I look, they are doing art derivatives e-commerce platform, targeting groups are young people, it is reasonable to say that the logo should be designed more toned down arts and crafts some of the good, but he did a very rounded cartoon modeling, and the use of the green, so that the whole down! temperament does not match, this is the beginning did not consider the positioning of the result, of course, with the aesthetic may also have a certain relationship.

In short, the solution is still more to see, more observation of all kinds of people, their preferences and habits, and over time to figure out what positioning is suitable for is, the type of design.

4 appropriate:

(1) can do visual extension

You do logo is best to extract the visual extension of the elements of the graphics, easy to use the Internet to disseminate, such as a period of time ago, ofo small yellow car planning 1 yuan cycling activity posters for the extraction of the use of "O" elements, and some of the large-scale activities of Tmall. The use of the "O" element in the poster of the 1 yuan cycling activity planned by OFO a while ago, and the extension of the image of the cat's head in some of the large-scale activities of Tmall, are very good cases, the user will know who you are once they see the color or shape of the element, and the brand image has long been y rooted in the hearts of the people.

(2) regularity

The so-called regularity actually refers to two aspects, on the one hand, refers to the logo of the graphic is a source is not fabricated, on the other hand, refers to the composition of the logo of the various elements of the regularity of the interconnection between each other, rather than suddenly appeared a very different and abrupt graphic elements, and the whole do not match.

(3) Figure a lucky

Previously there are flour asked me about the relationship between design and feng shui problem, feng shui what actually I do not know too much, but generally speaking some taboo colors or figures can not be used on the graphics, for example, I mentioned before the boss of a business he does not like yellow or green, and bosses do not like the shape of the X, and then do not like too much! Sharp form, in short, in the design before the start of the implementation of the best or ask the boss or the company has no taboos, then avoid on the line.

For example, if you make a logo that looks like a 2B logo by imitating the 3M logo, the client will have to cut you down.

(4) characteristics

Characteristic means that, compared with peers, your logo is more creative and interesting or controversial, rather than ordinary or similar, others simply can not remember you, so this time you can learn from across the line or to do some competitor analysis, to make up for the shortcomings, to do others have not been done, or better than others, you can make their own logos look distinctive.

As for how to do with the characteristics of the method on the front are listed cluck, can be from the form of expression / creativity / process / materials / display and other aspects to consider.

Written in the end?

Many people may do logo like to speak of the golden ratio or silver ratio and what grid what, in there are some people may even why do this logo are not clear, find a reference a copy, the back of a variety of visual extension is also considered, a logo so out, I can not say that these ways are not the right, but I think it is more appropriate! Logo design steps should be this way:

1, the first rough understanding of the design needs, in doing a research or competitor analysis (if there is no time or no money on their own private do, experienced people do not need this step will have a judgment), a clear idea of the enterprise or brand and positioning, based on this positioning to give the appropriate creative direction and design form;

2, drawing sketches, in the creative sketches and design forms;

2, the logo design should be this way.

2, sketching, in the creative sketching stage first do not have to consider the golden ratio or net not grid or visual extension of the problem, the first general type to give out, and then the creative direction is set;

3, in accordance with those taboos and appropriate conditions to optimize the specification of their own logo, at this time you can follow the laws of some of the grid or the ratio of to regulate the logo of the shape, can be simplified into a basic graphic simplified, such as circles / triangles / triangles, etc., to give a suitable form of design. For example, circles / squares / triangles and other regular graphics;

4, extract the graphics can be used for visual extension, and ultimately further adjustments, so that it seems to be balanced / to achieve the meaning of the / characteristics of the / concise and unified;

So, a complete logo is out.