Commercial logo design teaching theory summary three

Section III Design Ideas and Design Laws of Trademark Marks

First, the design idea

With creative and clear image features, the graphic is concise, plump, beautiful, easy to recognize, easy to remember, easy to identify, implying profound meaning, and the characteristics of the product and the nature of the enterprise are the design ideas that must be grasped for the design of the trademark logo. How to use graphic or text, color, and other language to reflect this design idea? To establish a more comprehensive design position is the first problem to be solved. If it is a trademark, it is first determined whether it is used for food, hardware, mechanical and electrical products, sporting goods, cosmetics, pharmaceuticals, or sundries. Each type of commodity has its own characteristics, and these characteristics give people different feelings. The sweetness of food, the hardness of hardware and electromechanical products, the strong movement of sporting goods, the vitality of life, the tenderness of cosmetics, the purity of medicines, and the design concepts and language graphics of different commodity trademarks are certainly different. If it is a sign. It must first be individual, group, or multinational. Then it should be targeted to enter the society or enter the market, collect information on such company groups, study the nature of the company or group, summarize and compare the common characteristics of such company groups, and then understand the service purpose or corporate philosophy of the company or group. Live a personality and launch a distinctive logo for this company or group. The trademark design must also comply with the relevant provisions of the "Trademark Law," and must not use the texts and graphics that are prohibited in the provisions of the "Trademark Law," and must not be the same or similar to the registered trademarks of others. In addition, the trademark design should also consider whether it is sold domestically or exported to which countries and regions. Because each country and region has its own customary habits and language habits, it has many special preferences and taboos on names, colors, and shapes. It is likely that the merchandise is unsuccessful due to improper design of the mark. From creativity to design, we should focus on the theme. From the trademark mark's name, shape, color, and various factors mentioned above, ingeniously conceived, ingeniously designed to design a trademark mark with strong visual identity, distinctive personality characteristics, and the ability to accurately convey information.

It is precisely because the trademark design is the key first step in the success of a company’s trademark strategy, so many have world-famous trademarks. Entrepreneurs began to invest a lot of manpower, material resources and financial resources for the design and promotion of trademark marks. For example, the American Exxon Standard Oil Company was originally called the New Jersey Mobil Oil Company. In order to design a world-recognized good trademark, a committee was set up to collect and inspect almost all the dictionaries. The final name was “Exxon”. The transliteration of "Exxon" does not have any misunderstanding or unhappiness in the languages ​​of the world. From creativeness to design success, it took a full three years, from sound to righteousness to shape, to be considered an impeccable and flawless trademark. Subsequently, the plan was introduced into CI and more than 20,000 service departments, more than 300 million bills, certificates, and thousands of books, stamps, and all oil wells, buildings, staff uniforms, and other office supplies were all replaced with new trademark marks. Although it cost nearly US$100 million before and after, companies have achieved great success and become famous world-class large group companies.

Second, the design law

The features of the modern trademark logo are vivid and simple, with strong visual impact and psychic power, rich imagination, close internal connection with the goods or business, unique creativity, reflecting the spirit of the times, and national characteristics. Various media and carriers spread. The middle of the trademark design gives us only a few square inches, but it contains a large amount of capacity. Therefore, trademark design requirements are highly general and exquisite. It is one of the laws that should be followed in trademark design. In addition, the trademark mark is expressed through a complete visual image, fully embodying the characteristics of modern trademark marks. In addition to having external formal beauty, that is, having a typical artistic image, there should also be an intrinsic imagery beauty, that is, a profound theme. Indispensable. The former is in the form of a pattern of rules and the norms of the plane constitute the law, the latter with a healthy aesthetic ideal. Thought and feeling are the kernel. A trademark logo does not conform to the rules of beauty and beauty, and there is no organized and normalized organization order. It cannot create a visual sense of beauty. If there is a lack of imagery, it is as poetic as poetry, and it cannot be resonating with the soul and cannot make people feel it. To its design connotation. Formal beauty is an image that provides visual aesthetics and specific characteristics; imagery is intrinsic and provides a universal aesthetic sense. Both are the organic unity of content. Therefore, the formal beauty of the structural framework consisting of imagination, artistic conception, metaphor, color, etc., profoundly subtle imagery beauty, contrast harmony, symmetry equilibrium, repetition, rhythm, etc. is another important aspect that we should follow in the design of trademark marks. law.

Section 4 Types of Trademark Marks

The trademark mark is mainly composed of two major elements: text and graphics. The use of different elements or a combination of the two is the basis for the formation of trademark marks, and derives therefrom the different types of trademark marks. Text-type trademark marks include Chinese characters trademark marks and Latin-type trademark marks; graphic-type trademark marks include figurative graphic trademark marks and abstract graphic trademark marks; and combination of words and drawings constitutes a comprehensive type of trademark mark with many forms of expression. These three categories of trademark marks will be discussed one by one in the following chapters.

Chinese characters have a long history. The shape of Chinese characters is actually a pictorial form developed from hieroglyphs. In ancient times, the oracle bones were hieroglyphs and they were shaped. After more than a thousand years of evolution, modern texts are much different than Oracle's. However, the various structures of the text are still in conformity with the rules of imagery. The trademark logo with the theme of Chinese characters has a long history and is unique in many forms of trademarks and logos.

To use Chinese characters to design a trademark, the logo should use the characteristics of Chinese characters such as the shape, meaning, and sound of the word, as well as the shape, meaning, and sound, and grasp the specific literal features and body structure, and use the formal beauty rules to design both the beauty of the image and the beauty of the form. It also conforms to the features of modern styling and meets the symbol of the theme.