Section 2 Standardization of Trademark Marking
Since the trademark mark is a symbol of a company, all visual communication design of the company must be based on the trademark mark as the core element. Improper use and arbitrariness in the design of trademark logos can cause negative effects of distorted trademark logos, and even give people a false sense of misrepresentation, thus weakening the public’s perception of corporate image. Therefore, in order to establish the authority of the use of the regulations for the systematization and standardization of trademark marks, various media have a unified propaganda effect, so that the business philosophy and spirit can be more accurately conveyed. After the preliminary design of the trademark mark is completed, it must be standardized and refined. Production. The standardized production procedure is as follows:
First, the standard mark of the trademark mark
The standard ratio chart is mainly for the numerical analysis of each line in the graph.
(1) Jiugong grid marking
The trademark marks are arranged and depicted on square grid lines to illustrate the position of the plane space, the line width, and the length. According to different sign forms, it can also be expressed in the form of a word. See Figure 191, 192, 193.
(2) Proportional marking
The proportion of each part is indicated by the overall size of the graphic as a standard for reproduction, enlargement or reduction. See Figure 194 and Figure 195
(3) Arc and angle marking
Based on the premise of numerical value, the drawing and correct position of the arcs and angles of the lines in the graph with tools such as compasses and protractors are shown in Figs. 196, 197, 198, and 199.
Measures to reduce the size of trademark marks Trademark marks are often used in applications that shrink in size so that they are suitable for printing on business cards, envelopes, stationery, labels, and other items. This is often due to shrinking too small, so that more complex and delicate graphics blur or stick together. Therefore, in order to ensure that the signs remain visually identical after zooming in and out, it is necessary to make provision for the reduction of the use limit of the mark, to prevent arbitrarily reducing the damage to the original styling pattern, or to revise the styling correction and line lease adjustment beforehand when the mark is reduced. Variant design. See Figure 200.
Third, the trademark logo variant design
Due to the wide range of applications of the trademark logo, in order to be suitable for various media transmission methods, it is often necessary to make various variant designs of the logo. The design variants of the logo are based on the principles of design concepts and standards that do not impair the original logo. They apply line thickness changes, positive and negative shape changes, physical changes to linear bodies, and moire patterns, color and black and white conversions. Changes and other methods enable the trademark mark to be flexibly used in various public media to achieve a high degree of extension and expansion of the means of dissemination. See Figure 201.
Section 3 Design of Signs
1. Symbolic graphics
It is simplified by the physical shape of people, animals, plants, minerals or the natural environment. The image of the founder of the company or traditional totems, patterns, etc. are used as trademarks; the meaning of symbolic figures is beyond the image itself and has a deeper symbolic meaning. For example, Apple Computer, camel cigarette, Lufthansa, Zhuangdan, Panda Electronics, Shell Oil, etc. Each symbolic graphic content is gradually integrated with the product or enterprise.
2. Humanoid logo
Man's body and posture have rich performance implications. The characteristics of facial features and limbs have different symbolic meanings in the performance of signs. Such as the eye represents the discovery. Hands represent labor and create innovation. There is no lack of enumeration of goods in the image of an anthropomorphic person as a mascot or cartoon. Examples of success are like KFC fast food.
3. Animal logo
Animals are human's friends and the masters of nature. Their image is well-received and commonly used in Chinese and foreign signs. They also have different meanings in different regions and countries: Therefore, animal images appear in different industries.
Animals in the animal world have emerged from owls, antelopes, peacocks, chickens, tigers, etc., in institutions such as business, industry, and education. The image of animals has become more humane because they represent different products and institutions. Such as tobacco, computers, cafes and even national badges.
If the lion and the eagle represent authority, power and strength, it is a symbol of mightiness and dignity, and it appears in the national emblem of many countries. Birds fly freely and have a rich presence in airlines. Peace Doves represent friendliness, peace, and peace of mind. Mickey Mouse, crocodile, and camel have exceeded the original image of an animal. The Chinese Zodiac is a symbol of tradition in animals that have different personalities. Bats have different legends in the West to interpret adult objects and movie cartoons. The animal is a pleasing image in the jewels because it is also a part of nature and is also full of vitality and human touch.
F: Mark design prerequisites:
a. To understand the design objects in depth before designing the mark, the content includes:
1, business philosophy and outlook.
2. Business management content, product features, service nature.
3, business scale and market share.
4, the company's reputation in the objective environment.
5. The expectations of the business operators and the consensus of the employees.
b. Subject material: There are three main categories of subject material:
1, the font logo
The word "logo" is the Greek word source meaning "word" is a direct, currently very popular design method. The word sign has the form of visual hearing. Almost all of them have a definite visual form. At the same time, it is a symbol. The greatest advantage of this type of sign is what the viewers say they are seeing, and what they see should also be said.
The font logo design usually has three situations:
a. The corporate brand name is full of material, and it is intended to beautify the space, structure, strokes, forms, and forms of letters or letters. The design of specific letters or letters can represent the nature and characteristics of some related industries.
b. The initial material of the company's brand name is expressed in the form of single-word prefixes, double-letter headings, and multiple-character headings.
c. Taking the combination of corporate brand names and their initials as the material, taking into account the form of the initials, the distinctive styling effect and the advantages of the name mark directly appealing.
2, graphic signs:
The information transmitted by graphic symbols is generally tens of times more than words. Due to human physiological and psychological factors, people often accept "information", and more than 80% of them are visual information, followed by scenery, graphics and text. Followed by hearing, touch and smell. The fastest and most concise is the graphics and the stimulation of the human brain. The intensity of the transformation into memory far exceeds the text. (Abstract visual language).
There are two types of graphic features:
a. Naturally shaped:
Using natural rich and natural figurative graphics to refine and process, these types of graphics are vivid and full of sexual interest, with graphic features.
b, geometric abstract graphics:
The use of abstract graphics, the use of simple point, line, surface as the main body, repeat, gradient, symmetry, reflection, mutation, reconciliation, equilibrium, positive and negative, borrowing, maneuver, decomposition, combined equalization.
3, determine the design elements of the logo design
After a large amount of work in the early period, when there are many development directions in mind, free development (transverse thinking mode) can be used to gradually determine the design elements of the logo design, and to carry out further trials and attempts (vertical thinking mode).
4. Combinations of signs and basic elements
a. The combination unit of logo and company name, brand name standard word.
b. The mark and the company's full name standard word combination unit.
c. Combination unit of logo and company name, brand name standard word, company slogan, and propaganda slogan.
d. Combinations of logo and company name, brand name standard word and full company name, company address, and telephone.
G, the design of the logo:
After the design of the logo is determined, in order to maintain the accuracy of the logo, it must be rigorously regulated during the drawing. The requirements are: clear lines, clear figures, proper proportions, reasonable layout, clear colors, standardized text, and perfect modeling.
a, visual adjustment of the graphic:
Visual adjustment is based on the professional intuition of the designer, and thus achieves visual harmony of the logo.
b. Marking standards:
1, the size of the labeling method: such as long; wide; high; straight fight; radius and other than the size.
2. Proportional labeling method: labeling the proportion method and labeling the scale size, that is to say, it is determined based on a certain reference parameter in the graph, and the others are all calculated according to this factor.
3, grid marking method: some should not use the size and scale annotation method, you can use the grid grid square size, similar to the Jiugongge, according to the need to determine the copy grid size, then copy the logo coordinates.
4, arc, angle marking method: In order to illustrate the graphics of the solitary degree and angle, with the compass gauge protractor to mark all kinds of correct positions, is an effective method to help explain.
Since the trademark mark is a symbol of a company, all visual communication design of the company must be based on the trademark mark as the core element. Improper use and arbitrariness in the design of trademark logos can cause negative effects of distorted trademark logos, and even give people a false sense of misrepresentation, thus weakening the public’s perception of corporate image. Therefore, in order to establish the authority of the use of the regulations for the systematization and standardization of trademark marks, various media have a unified propaganda effect, so that the business philosophy and spirit can be more accurately conveyed. After the preliminary design of the trademark mark is completed, it must be standardized and refined. Production. The standardized production procedure is as follows:
First, the standard mark of the trademark mark
The standard ratio chart is mainly for the numerical analysis of each line in the graph.
(1) Jiugong grid marking
The trademark marks are arranged and depicted on square grid lines to illustrate the position of the plane space, the line width, and the length. According to different sign forms, it can also be expressed in the form of a word. See Figure 191, 192, 193.
(2) Proportional marking
The proportion of each part is indicated by the overall size of the graphic as a standard for reproduction, enlargement or reduction. See Figure 194 and Figure 195
(3) Arc and angle marking
Based on the premise of numerical value, the drawing and correct position of the arcs and angles of the lines in the graph with tools such as compasses and protractors are shown in Figs. 196, 197, 198, and 199.
Measures to reduce the size of trademark marks Trademark marks are often used in applications that shrink in size so that they are suitable for printing on business cards, envelopes, stationery, labels, and other items. This is often due to shrinking too small, so that more complex and delicate graphics blur or stick together. Therefore, in order to ensure that the signs remain visually identical after zooming in and out, it is necessary to make provision for the reduction of the use limit of the mark, to prevent arbitrarily reducing the damage to the original styling pattern, or to revise the styling correction and line lease adjustment beforehand when the mark is reduced. Variant design. See Figure 200.
Third, the trademark logo variant design
Due to the wide range of applications of the trademark logo, in order to be suitable for various media transmission methods, it is often necessary to make various variant designs of the logo. The design variants of the logo are based on the principles of design concepts and standards that do not impair the original logo. They apply line thickness changes, positive and negative shape changes, physical changes to linear bodies, and moire patterns, color and black and white conversions. Changes and other methods enable the trademark mark to be flexibly used in various public media to achieve a high degree of extension and expansion of the means of dissemination. See Figure 201.
Section 3 Design of Signs
1. Symbolic graphics
It is simplified by the physical shape of people, animals, plants, minerals or the natural environment. The image of the founder of the company or traditional totems, patterns, etc. are used as trademarks; the meaning of symbolic figures is beyond the image itself and has a deeper symbolic meaning. For example, Apple Computer, camel cigarette, Lufthansa, Zhuangdan, Panda Electronics, Shell Oil, etc. Each symbolic graphic content is gradually integrated with the product or enterprise.
2. Humanoid logo
Man's body and posture have rich performance implications. The characteristics of facial features and limbs have different symbolic meanings in the performance of signs. Such as the eye represents the discovery. Hands represent labor and create innovation. There is no lack of enumeration of goods in the image of an anthropomorphic person as a mascot or cartoon. Examples of success are like KFC fast food.
3. Animal logo
Animals are human's friends and the masters of nature. Their image is well-received and commonly used in Chinese and foreign signs. They also have different meanings in different regions and countries: Therefore, animal images appear in different industries.
Animals in the animal world have emerged from owls, antelopes, peacocks, chickens, tigers, etc., in institutions such as business, industry, and education. The image of animals has become more humane because they represent different products and institutions. Such as tobacco, computers, cafes and even national badges.
If the lion and the eagle represent authority, power and strength, it is a symbol of mightiness and dignity, and it appears in the national emblem of many countries. Birds fly freely and have a rich presence in airlines. Peace Doves represent friendliness, peace, and peace of mind. Mickey Mouse, crocodile, and camel have exceeded the original image of an animal. The Chinese Zodiac is a symbol of tradition in animals that have different personalities. Bats have different legends in the West to interpret adult objects and movie cartoons. The animal is a pleasing image in the jewels because it is also a part of nature and is also full of vitality and human touch.
F: Mark design prerequisites:
a. To understand the design objects in depth before designing the mark, the content includes:
1, business philosophy and outlook.
2. Business management content, product features, service nature.
3, business scale and market share.
4, the company's reputation in the objective environment.
5. The expectations of the business operators and the consensus of the employees.
b. Subject material: There are three main categories of subject material:
1, the font logo
The word "logo" is the Greek word source meaning "word" is a direct, currently very popular design method. The word sign has the form of visual hearing. Almost all of them have a definite visual form. At the same time, it is a symbol. The greatest advantage of this type of sign is what the viewers say they are seeing, and what they see should also be said.
The font logo design usually has three situations:
a. The corporate brand name is full of material, and it is intended to beautify the space, structure, strokes, forms, and forms of letters or letters. The design of specific letters or letters can represent the nature and characteristics of some related industries.
b. The initial material of the company's brand name is expressed in the form of single-word prefixes, double-letter headings, and multiple-character headings.
c. Taking the combination of corporate brand names and their initials as the material, taking into account the form of the initials, the distinctive styling effect and the advantages of the name mark directly appealing.
2, graphic signs:
The information transmitted by graphic symbols is generally tens of times more than words. Due to human physiological and psychological factors, people often accept "information", and more than 80% of them are visual information, followed by scenery, graphics and text. Followed by hearing, touch and smell. The fastest and most concise is the graphics and the stimulation of the human brain. The intensity of the transformation into memory far exceeds the text. (Abstract visual language).
There are two types of graphic features:
a. Naturally shaped:
Using natural rich and natural figurative graphics to refine and process, these types of graphics are vivid and full of sexual interest, with graphic features.
b, geometric abstract graphics:
The use of abstract graphics, the use of simple point, line, surface as the main body, repeat, gradient, symmetry, reflection, mutation, reconciliation, equilibrium, positive and negative, borrowing, maneuver, decomposition, combined equalization.
3, determine the design elements of the logo design
After a large amount of work in the early period, when there are many development directions in mind, free development (transverse thinking mode) can be used to gradually determine the design elements of the logo design, and to carry out further trials and attempts (vertical thinking mode).
4. Combinations of signs and basic elements
a. The combination unit of logo and company name, brand name standard word.
b. The mark and the company's full name standard word combination unit.
c. Combination unit of logo and company name, brand name standard word, company slogan, and propaganda slogan.
d. Combinations of logo and company name, brand name standard word and full company name, company address, and telephone.
G, the design of the logo:
After the design of the logo is determined, in order to maintain the accuracy of the logo, it must be rigorously regulated during the drawing. The requirements are: clear lines, clear figures, proper proportions, reasonable layout, clear colors, standardized text, and perfect modeling.
a, visual adjustment of the graphic:
Visual adjustment is based on the professional intuition of the designer, and thus achieves visual harmony of the logo.
b. Marking standards:
1, the size of the labeling method: such as long; wide; high; straight fight; radius and other than the size.
2. Proportional labeling method: labeling the proportion method and labeling the scale size, that is to say, it is determined based on a certain reference parameter in the graph, and the others are all calculated according to this factor.
3, grid marking method: some should not use the size and scale annotation method, you can use the grid grid square size, similar to the Jiugongge, according to the need to determine the copy grid size, then copy the logo coordinates.
4, arc, angle marking method: In order to illustrate the graphics of the solitary degree and angle, with the compass gauge protractor to mark all kinds of correct positions, is an effective method to help explain.
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