下面是Fanessay整理的一篇paper范文--About brand logo，本篇文章阐述的内容是关于品牌标志方面的内容，可以供大家了解下。在现代的社会中，标志是视觉识别和企业理念视觉化传达的载体，是品牌整体形象的一种一线，同时直接反映了企业的理念，效果够直接，意义也重大，而标志再设计的话，目的也是想要以更好的视觉形象去满足受众者们的心理需求。在现今的社会经济的发展下，人们要不断地适应明快的生活节奏，而现在简约化的标志再设计是现在大势的趋向。
Logo as a visual identification with the enterprise concept of visual communication carrier, it must be the embodiment of the overall brand image, directly reflect the enterprise idea, the direct effect, is of great significance, the purpose of the logo design again is to better visual image to satisfy the audience's psychological needs.
The development and change of all things must be caused by the combination of internal and external factors. The author tries to analyze and summarize the reasons of redesigning the brand logo from the Angle of adjusting the image publicity strategy.
With China's foreign economic cooperation gradually frequently, global areas such as technology, education, art, the link between more closely, with foreign art exchange activities between more rich and colorful, such as art colleges and universities in recent years promoting foreign cooperation in running schools, cultivate students "going out" in our country and foreign exchange students learn; Invite foreign outstanding brand designers to come to China to hold lectures and exchanges, and share design styles and cases that conform to the current trend. In addition, many Chinese brands to enter the international market at present, and so on brand image, logo design, must have a level of international standards and forward-looking, many projects completed by Chinese and foreign designers cooperation brand design, provides a platform for mutual exchange of learning, in the domestic field of innovation in the logo design has played a positive role. All of these have prompted us to continuously absorb foreign changing design styles and techniques, and to seek logo design that can not only adapt to domestic brand culture but also meet the market demand, but also increase visual novelty.
The trend of logo redesign is the result of marketing competition in brand publicity nowadays. From the point of view of enterprise development, enterprise's service orientation is no longer just the beginning of simplification, how to grab more market share in the market, improve the brand value, its scope of business and consumer the repositioning of the masses to speed up the pace of the logo design again. Enterprises in adjusting the concept of brand at the same time with the aid of the consistency of the update of spread, through the innovation of the visual identity, to convey to the customers and partners a new enterprise culture idea, to create enterprise new image.
Era of the 21st century is the information network, interactive communication, with the rapid development of electronic technology, the design of software development is emerge in endlessly, new media technology in the operation of the logo design support application, get the biggest give creative logo provides a favorable platform for the digital, the designers of creative play is no longer limited to the black and white, more into the new media technology to maximize allows designers to display originality, prospective, interactive perfect brand. The other side, in today's era of "Internet +", as the media of innovation and the development of the Internet interaction experience, brand should seize all visual communication medium and let its image is deeply rooted in the hearts of the people. In order to adapt to new demands and stand out in digital terminal display, the field of logo redesign has been developing continuously under the promotion of new media technology.
Nowadays, modern science and technology are becoming more and more innovative and mature. People's aesthetic activities have changed from the original image aesthetics of ancient murals to the shocking aesthetics brought by the new media. With the popularity of network and multimedia, visual elements in a variety of display terminal, wrist watch, small to large LED screen, colorful images and color changing people's aesthetic standard. At the same time, the consumption psychology of the masses in the constantly changing, traditional, on the basis of the industrial development of logo design concept already can not meet the requirements of commercial society, design began to call for the emergence of new thinking. Therefore, with the development trend of current mainstream and the change of social aesthetics, some enterprises cater to new tastes and demands through the redesign of visual image, so as to better integrate into people's life.
In order to highlight the vogue is changed with the mark of the new media era, language diversity of design expression techniques has become a new trend, with the logo design form contracted tendency, flat, dynamic influence. In order to follow the modern fast-paced way of life, design a simple but unique symbol has become a challenge, replaced traditional style with concise and modern style, purpose of "simplicity" is to explore the nature of things, as few elements as possible, to show the connotation of things. "Decontamination and simplification" presents a great trend in logo redesign and development.
Contracted creed originates from building art at the earliest, characteristic is to emphasize function, speak practical, with little win many, with concise win numerous. As early as the American "Chicago school" architect Sullivan advocated "form obeys function". Contracted creed more and more fit now fast rhythm of life, the main function of the mark is reflected more and more on the interaction of consumer psychology level. Such as delivery goods packing box, commercial advertisements in the subway station, the cinema's electronic screen is brand favored propaganda carrier, in the present way in logo design with concise and straightforward design style can quickly convey information more, arouse people's recognition and memory.
The logo is a kind of visual recognition symbol set up to disseminate information, which has a unique propaganda function. Brand in the process of development, different environment, occasion and carrier present different requirements for mark, if the logo design in the form of "different and strange, numerous", in the performance environment and printing technology can not meet the standard, to its promotion effect. To transfer brand image rapidly forming cultural output, you need to sign in the adults to simplify the complicated design of invalid information, can quickly achieve the effectiveness of the late marks for brand promotion effect.
How to better reflect the simplification in the logo redesign is essentially to inherit the genetic genes of the core image in the original logo, and then to simplify the various elements of the logo. Through the process of simplification of some famous brand logo redesign cases, the author analyzes how to convey the most concise comprehensive idea to the audience from its graphics, colors, characters and other links.
According to the survey, more than 70 percent of the information people perceive in the world is transmitted through vision. Graphics is a language that can quickly convey design ideas across countries, regions and nations. As masahiro fukuda, a Japanese graphic designer, puts it, "a good design is one that speaks in graphical language rather than written language." When the diversified product positioning of the enterprise, in the face of different consumer groups, also is a sign of the original definition of the graphic elements can't meet the concept of brand development, the need for flexibility and freedom of the logo design again, before the specific approach is to sign on behalf of a single product concept design in abstract design, or simplify the marks in the locate specific information. Simple direct on express way, brief and to the point, will make a highly refined and summarized graphics, will be the most representative and persuasive, sense of shock, with highly pure to show things as they really are. So as to deepen the audience's memory of the brand theme.
In January 2015, Letv group released a brand new LOGO, which symbolizes the torch of letv lighting the world. It has the spirit of subversion and practices the Internet spirit. According to observation, as currently total replacement of three signs, Logo graphic elements are adopted before 3 edition "Letv" letters and four deformation "networks" the combination of Chinese fonts, now the music as the fourth version of the Logo graphic elements to do subtraction, abandon the past with a letter graphical design of space occupied the main position, the new Logo "LE" two graphics connection combination, the two intersecting stroke by sharing and delete design technique, obtained by four external contours of the same color piece evenly placed new form, and adopted the red yellow blue black four color to represent the four layers of music depending on the ecological architecture, culture, science and technology, the Internet, the platform. At the same time two color black and the fold cross wind, with rounded sans-serif font foil, the simplified design of graphic elements can let audience keen to accept information, spreading rapidly and effectiveness.
Color can enhance the visual effect. Almost every color has a certain symbolic meaning, and when people's vision comes into contact with a certain color, the brain nerve will send out a signal according to the color and make an association. We are looking for McDonald's, for example, the brain will dominate the line of sight to search its representative of yellow LOGO, and see the Coca-Cola products, we will first think of red, this is the simple colors bring us deep impression. Brand in pursuit of the effect of visual reinforcement and are more likely to implant the impression, more than can be simplified in the logo design again and the color of the clutter, build the atmosphere that gives a representative color, appropriately foil theme and performance.
Text can be divided into font design simplification and text information simplification in the process of logo simplification. Font is the main expressive element, which seeks the combination of "form" and "meaning" on the basis of its stroke structure, ideographic content and graphic symbols. Font design simplification refers to the use of font graphics in the logo after refining, emphasizing connotation, text information simplification is to simplify its complex text form and optimize the disorderly typesetting. With the change of product positioning and consumer groups in the course of enterprise development, the use of simplified text information positioning method can reflect the flexibility and freedom of brand management.
40 anniversary of the founding of starbucks change again, the update is still at the core of the product for coffee, but the future is not only limited to the sales of starbucks coffee, sandwiches, cheese cake, moon cakes, such as food, Chinese drinks such as tea, milk, and all kinds of glass, plush toys and other products. Can be seen from the evolution of STARBUCKS, past Wednesday that there is a circle in the logo, the new logo is removed the circle, as if for the mermaid lifted the chains, implied meaning is that I wish to bring more freedom and flexibility for STARBUCKS, and will be "STARBUCKS COFFEE" font is completely removed, symbol of its scope of business expansion and diversification of business development.
Many consumers found that the image of the original STARBUCKS mermaid need to carefully see can be identified, and by the letters "STARBUCKS COFFEE" to know this is STARBUCKS, in comparison, the new logo more clear, concise and straightforward. Dong baolin, director of the expert committee of the China trademark association, said, "the purpose of removing the written part and the graphics alone is to get more freedom by removing the restrictions on the characters." However, starbucks, which celebrated its 740th anniversary, will redesign the logo to simplify circles and fonts, while retaining the mermaid symbol, which means "inheriting starbucks tradition and supporting future development".
Change is the eternal theme, can follow the change of the change of brand positioning and consumer groups, late for brand promotion to convey information quickly and effectiveness, namely logo redesign the advantages of simplification, and enterprises to adhering to the "people-oriented" to simplify design concept, must according to the development of brand positioning and popular visual aesthetic changes, the logo from the graphics, color, text extracted form simplification in all aspects such as, so as to achieve more with less, to JianSheng numerous publicity effect. Brand logo redesign is facing various enterprise market competition, timely along with the development of social economy, people need to constantly adapt to more lively rhythm of life, smart and natural, simple, and deep, to simplify logo redesign for the trend of The Times.