Meaning of the "" sign
With the rapid development of science and technology, the role of printing, photography, design, and image transmission has become more and more important. The development of this non-verbal transmission has a competitive edge that competes with language transmission. The logo is one of the unique ways of delivery.
When people see the rise of smoke, they think of the fire below. Smoke is a natural mark of fire. In the era of underdeveloped communications, people use smoke (wolf smoke) as a special means of transmitting information related to the meaning of fire (such as emergency, emergency, and alarm for help). This artificial "smoke" is both a signal and a sign. It rises high, spreads slowly, has a vivid image, and features people who can see it quickly from far away. The speed and effect of this non-verbal transmission was not as good as the language and text transmission at the time. Today, although the means of language and text transmission are well-developed, such as signs, the public can see at a glance, the effect is quick, and they are not subject to the intuitive transmission methods of different nationalities and national languages. They are even more suited to the needs of the ever-accelerating pace of life. The special role is still no substitute for any transmission method.
The sign is a sign that shows the characteristics of things. It uses intuitive, salient, and easily recognizable objects, figures, or textual symbols as an intuitive language. In addition to what is marked or replaced, it also has the function of expressing meaning, emotions, and instructional actions.
The sign, as a special way of human intuitive contact, is not only ubiquitous in social activities and production activities, but also the fundamental interests of the country, social groups and even individuals. More and more shows its extremely important unique function. For example, the national flag and national emblem as a symbol of a country’s image have special meanings that are difficult for any language and character to express. Public places signs, traffic signs, safety signs, operating signs, etc., have intuitive and quick effects for guiding people to carry out orderly normal activities and ensure the safety of life and property. Special marks such as trademarks, shop marks, and factory marks have important practical values ​​and legal safeguards for the development of the economy, the creation of economic benefits, and the protection of the rights of enterprises and consumers. Various domestic and foreign events, conferences, sports games, postal transport, financial and trade, institutions, groups, and individuals (stamps, signatures), etc., almost all show signs of their own characteristics. These signs play a role of communication and communication from various angles. Promote social, economic, political, technological and cultural progress and safeguard their respective rights and interests. With the ever-increasing frequency of international contacts, the intuitive, visual, and language-informed features of the logo are extremely beneficial to international communication and application. As a result, the internationalization logo has been rapidly promoted and developed, becoming one of the most effective means of visual transmission. , Become an intuitive contact tool for human beings.
The origin of the "" sign
The origin of the logo can be traced back to the "totem" of ancient times. At that time, each clan and tribe chose an animal or natural object that was considered to have a special mysterious relationship with them as a special mark of this clan or tribe (known as the totem). If the female clan clan uses the snake as a totem, Xia Xi's ancestors use the yellow bear as a totem, and others use the sun, the moon, and the crow as totems. At first, people engraved the totem on the caves and labor tools that they lived in. They later became national flags and clan emblems as symbols of war and sacrifice. After the country was born, it has evolved into the national flag and national emblem.
Ancient people in the production of labor and social life, in order to facilitate contact, marking significance, distinguish the characteristics and attribution of things, and continue to create and widely use various types of marks, such as road signs, village marks, tablets, seals and other seals. In a broad sense, these are signs. In ancient Egyptian tombs, it was found that vessels with a logo pattern were mostly signs and names of manufacturers and later changed into patterns. In ancient Greece, signs have been widely used. Stone-crafted special signs, such as crescent wheels, grape leaves, and similar simple patterns, have been found on ancient buildings in Rome and Pompeii and in Palestine. China’s own workshop shops are accompanied by signs such as signboards and dumplings. There are dark lines in the paper made in the Tang Dynasty. By the Song Dynasty, the use of trademarks had become quite common. For example, at the time of Jinan's Liujia needle shop, which was specially crafted on the fine needles, the rabbit's figure and the trademark of "recognize the white rabbit as the mark" were printed on the commodity package. The armor worn by European medieval soldiers has invisible marks on the head cover, and the aristocratic family also has a family emblem.
By this century, public signs and international signs began to spread throughout the world. With the rapid development of social economy, politics, science and technology, and culture, up to now, the highly-designed and highly practical and artistic signs have been widely used in all fields of society and have exerted great influence on the development and progress of human society. Role and influence. A new science - the "symbol signology" came into being is a historical necessity.
Features of the "" sign
1. Functionality
The essence of the sign is its usefulness. Although the artistically designed logo is of ornamental value, the logo is not primarily for the purpose of viewing but for practical purposes. The logo is an indispensable and intuitive tool for people to carry out production activities and social activities.
The signs are common to humans, such as signs of public places, traffic signs, safety signs, operating signs, etc.; there are signs for national, regional, city, ethnic, and family-specific flag emblems; positive social organizations, enterprises, righteousness, activities Dedicated, such as emblems, monograms, logos, social standards, etc.; there are special trademarks for certain products; and there are special items for collective or personal belongings, such as chapters, signatures, custodial, invoicing, branding, etc. Each has its own irreplaceable unique features. The sign with legal effect especially has the special mission of safeguarding rights and interests.
2. Identification
The most prominent feature of the logo is its unique appearance and easy identification. Showing the characteristics of the things themselves, and indicating the different meanings, differences and attributions among the objects are the main functions of the logo. The various signs are directly related to the fundamental interests of the country, the group, and even the individual. They must not be the same as each other and be confused so as not to create illusions. Therefore, the signs must be clear-cut, easy to recognize and remember.
3. Significant
Significantly, it is another important feature of the sign. Except for the invisible sign, the setting of most signs is to attract people's attention. Therefore, the color is strongly eye-catching and the graphic is concise and clear. It is a feature that the logo usually has.
4. Diversity
With a wide range of uses and a wide variety of applications, the logo has a rich diversity of applications in terms of its application form, form, and means of presentation.
Its application form is not only flat (almost any plane of the material can be used), but also three-dimensional (such as embossing, garden carving, arbitrary shape three-dimensional objects or using a special pattern of packaging, containers, etc., etc.).
Its forms are those that directly use objects, those that are composed of characters, those that are composed of figures, images or abstract figures, and those that are made of colors. Most signs consist of a combination of several basic forms.
Judging from the means of performance, its richness and diversity are almost impossible to sum up, and with the development of science and technology, culture, and art, it is always innovating.
5. artistry
All non-natural signs that have been designed have a certain degree of artistry. Not only meets practical requirements, but also conforms to aesthetic principles and gives people a sense of beauty, which is a basic requirement for their artistic quality. In general, artistically strong signs can attract and infect people, giving people a strong and deep impression.
The high degree of artistic signage is the need of the times and the progress of civilization. It is an expression of the higher and higher cultural qualities of people and the need of aesthetic psychology.
6. accuracy
Whatever the sign, what it indicates, and whether it is allegorical or symbolic, its meaning must be accurate. First of all, it should be easy to understand, in line with people's understanding of psychological and cognitive ability. Second, we must be accurate and avoid unexpected or misunderstood solutions, especially taboos. People can see at a glance and accurately understand in no time. This is a sign that is better than language and faster than language.
7. Persistence
Unlike advertising or other publicity materials, logos generally have long use value and are not easily changed.
》" Logo Design Principles
Logo design is not only the design of practical objects, but also a graphic art design. It has both the same features as other graphic arts expression methods and its own art rules. It must embody the aforementioned characteristics in order to better perform its functions.
Due to the demanding requirements of its conciseness, generalization, and perfection, that is, to succeed in finding almost no better alternatives, it is much harder than any other graphic art design.
1. The design shall be carried out on the premise of detailed understanding of the purpose of use of the design object, its applicable scope, and related laws and regulations, as well as a deep understanding of its functional requirements.
2. The design must fully consider the feasibility of its implementation, and take corresponding design measures for its application type, materials and production conditions. At the same time, we must also consider the visual effects when applied to other forms of visual communication (such as printing, advertising, imaging, etc.) or zooming in and out.
3. The design should meet the intuitive acceptance ability, aesthetic consciousness, social psychology and taboos of the affected objects.
4. The concept must be carefully tuned, and strive to be profound, ingenious, novel, unique, accurate, and able to stand the test of time.
5. The composition must be concise, beautiful, and conformal (adapt to the shape of its application).
6. Graphics and symbols should be concise, general, and artistic.
7. Colors should be simple, strong and eye-catching.
8. Following the rules of logo art, creatively exploring proper art expressions and techniques, and refining the fine art language to make the logo of the design highly aesthetically pleasing and obtain the best visual effects are the criteria for the pursuit of logo design art.
》" Logo Art Rule
In addition to the general design art rules (such as decorative beauty, order beauty, etc.), the logo art has unique artistic rules.
1. Symbolic beauty
Logo art is a unique graphic design art. It abstracts the shapes, symbols (including words), colors, etc. of things, which are derived from nature, society, and people's ideas, and then refines and processes them through art to form a fully artistic graphic symbol, thereby distinguishing it from decorative drawings and other art. design.
To some extent, logo graphic symbols have the symbolism of simplicity, aggregability and abstraction, and sometimes even directly use ready-made text symbols, but they are completely different from text symbols. It is embodied in a graphical form (ready-to-use text symbols must be graphically modified), with more distinctive visual, artistic and consensus symbols.
Symbolism is the most important art rule in logo design. Logo art is a graphic symbol art.
2. Characteristic beauty
Characteristic beauty is also a unique artistic feature of logo art.
What symbolic graphics embody is not the individual characteristics (individuality) of individual things, but the intrinsic characteristics (commonness) of the same kind of things, or the category characteristics. Through artistic enhancement and exaggeration of these features, consensus artistic effects are achieved. This and other creations