How to design a good, outstanding trademark or logo is a problem that designers are struggling with. The greatest confusion in design is the mastery and application of the design elements or design principles of trademark marks. To this end, the author selects four designers from China, Hong Kong, Taiwan, and Japan from the information at hand. The insights and discourses on the design elements of trademark logos are compiled as follows, so as to benefit everyone.
Chinese hills (former director and professor of the Department of Decoration Design, Central Academy of Arts and Crafts)
In modern visual communication design, three major elements of logo design are proposed:
First, speed. In the case of rapid rhythm of modern life, logo design should be clear and concise.
Second, accuracy. That is, reflecting the accuracy of the content, the nature of the company, the group, the trading company, and the product must be firmly grasped.
Third, the amount of information. It reflects the breadth and depth of content.
I think we should also add one, that is, the form of beauty, I have seen some designs are basically concise, accurate and have a certain amount of information, but not the United States. Some of them are not beautiful in appearance, some in black and white, and in short, they do not conform to the rules of form and the laws of shaping. This makes the logo design lose the power of artistic infection and visual impact.
Hong Kong Reluctant (Bank of China/BOC Logo Designer)
To design a trademark and emblem, we must first consider some important principles. Here are some key points to explore:
First, the identification. Trademarks must have a unique personality, and make it easy for the public to recognize and remember, leaving a good impression. However, if a trademark is similar to someone else's, it looks like a deja vu, a design with no features and vagueness will certainly not make People have an impression.
Second, originality. Designs are original ideas and shapes, as are trademarks. The original trademark will be able to leave a unique impression in the public mind, and it will stand the test of time. Originality can come from nothing, but it can also add creativity and innovation in traditional and daily life.
Third, the times. Trademarks cannot be out of touch with the times, giving people the impression of being outdated. The trademarks of modern enterprises, of course, must have a modern sense; enterprises that are rich in historical traditions must also inject tastes of the times, open up the future, and guide the trend.
Fourth, regional. Each institutional enterprise has different territoriality, which may be reflected in the historical background of the institution, the cultural roots behind the product or service, and the scope and object of the market. Trademarks can have obvious geographical characteristics; but relatively speaking, they can also have a strong international image.
Fifth, applicability. Trademarks must be applied to the visual transmission media used by institutional enterprises. Each media has different characteristics or has its own limitations. The application of trademarks must be adapted to the conditions of each media. Regardless of the shape, size, color, and texture, consider the details or make flexible modifications to enhance the trademark's suitability.
Wei Zheng of Taiwan (General Manager of Aiken Image Strategy Co., Ltd.)
Aiken believes that good logo design basically requires three major principles:
I. Advocacy. The ideals pursued by the company are clarified and then transformed into easily understandable figures. The most appropriate subject matter is used as the expression of creativity, and the unique values ​​and culture of the company are finally formed.
Second, international. This refers to the local point of departure, rather than the European, American and Japanese perspectives, so that people can feel the Chinese (Taiwanese) company or brand at a glance and gradually develop a favorable impression. In short, we regard the use of local culture as "idea" and use Western aesthetics as a structural expression of "shape" to embrace internationalization.
Third, force. From a decent, honest and practical image to an innovative, challenging and active modern enterprise. The symbol of stability is no longer a symbol of business operations. How to express modern appeals on the signs, then non-power and movement are not.
Japan Shengoka Shigeo (Japanese Tomato Bank Logo Designer)
A good trademark must have three elements: breadth, height, and length:
First, breadth. It refers to the shape that can be widely used in business cards, accounting, kanban, passbooks, cards or gifts. Some design kanbans are very beautiful when applied, but once they are used in passbooks or cards, they are lumpy. Such a trademark is not good. It must be able to be used in all corporate communication and promotion tools. It is a good one. Logo design.
Second, height. It refers to the feeling of being international, as well as the high degree of completion in terms of the color and shape of the model.
Third, the length. Refers to the scalability of time. That is, a trademark cannot be designed for two or three years. It is considered to be outdated design, but it must be able to coexist and develop with the company. Therefore, trademarks must have a minimum of 10-20 years of applicability.