On the "Human-oriented" Design of Logo (2)

2.2 "People-oriented" design principles

1) In the design composition, the library symbol is based on magnetite. At the same time, Nanchang University refers to Changda, and takes c (chang chang). Therefore, the logo design body incorporates a magnet and the letter “C”, which represents two layers. Meaning: To attract and establish a foothold. At the two ends of the logo, the "armband" graphic is added, which has a sense of extension, emphasizing service functions and expressing the diversification of library services, business informatization, and technical specialization. The whole logo is symmetrical up and down, which is divided into two main blocks, which are concise and compact. The perfect combination of straight line and radian is not rigid and rigid. The color of the logo is deep sea blue: tranquility, wisdom, showing a strong vitality and affinity. The library logo has been widely used in the library's various service windows, instruction systems (see Figure 3), library publications, and various service sections. It has been unanimously approved by teachers and students and has re-established the library's good image.

2) Logo design, taking “human” as the starting point of design, designing in multiple angles and in all directions, giving it a deeper level of connotation, not only facilitating the “person” to be easily identified and remembered, but also bringing beauty to “person”, but also Can cause "people" on the spiritual level of resonance.

"People-oriented design principles include:

(1) Attract audience's attention. The design of the logo should attract the attention of the audience, give people a strong visual impact, arouse people's interest, get people's attention, otherwise it will lose the significance of the logo. The distinctive and distinctive identity is the most important feature of a corporate logo.

To attract the attention of the audience, the logo design concept must be ingenious and novel, and be careful to avoid similar or similar to other corporate logos. It is also impossible to imitate or plagiarize other people's designs, so as to avoid the obstacles of logo recognition and affect the establishment of corporate brands. Creativity is the fundamental principle of logo design. Logo modeling must be unique, personalized, concise, modern, visually pleasing and easy to remember. The color of the logo should be simple, eye-catching, and strong, and the perceptual impression of color should be consistent with the corporate image style, leaving a deep impression on the audience.

(2) evoke the spiritual identity of the audience. The design of the logo not only needs to have a good identification, but also can evoke the audience's spiritual identity, show a deep connotation and appeal between the square. The symbolism of spiritual connotation is the essential characteristic of the corporate logo.

The design of the logo should be integrated into the spirit level of corporate culture, corporate philosophy, and corporate mission. Only such signs can have lasting vitality. Designed out of corporate culture and corporate philosophy, such a sign can only be a symbol of an empty shell. A sign of vitality can get employees' recognition of corporate culture, enhance the company's centripetal force, cohesion, and enhance the company's core competitiveness; a sign of vitality can be enough to get the same consumer concept of the company, and enhance the market competition of enterprise products Strengthen the corporate brand image.

(3) Meet the audience's aesthetic taste. When people watch a logo graphic, it is actually an aesthetic process. In the aesthetic process, only the logo causes the beauty of the aesthetic subject to move, so that the subject enjoys the beauty and enjoyment, and people will recognize it and eventually remember it.

The modern people's aesthetic tastes have changed along with the progress of society. The pace of life has accelerated, and people are more inclined toward simple beauty, individuality and fashion. Logo design, that is to have the symbolic characteristics of the world, but also have traditional elements of Chinese characteristics; that is, to avoid blind Westernization, but also to avoid the blind pursuit of traditional, narrow design language, resulting in communication difficulties. The beauty of the form of design is: master and follower and emphasis, symmetry and equilibrium, contrast and reconciliation, rhythm and rhythm, proportions and scales, viewpoints and lines of sight, gaps, and facts.

(4) Give the audience more opportunities for perception. The opportunity here refers to the ultimate goal of the audience to have more opportunities and occasional awareness signs to enhance the corporate image and enhance the brand awareness of the company. This requires logo design to have a good tension, flexibility, suitable for different channels of transmission have a good visual effects, such as printing, advertising, imaging, etc.; suitable for a variety of zoom in and out of the application, to ensure its identification, sex. The logo must also have good extension and execution capabilities. Even if the logo does not appear as a whole, the audience will only see the local form or morphological derivative of the logo. It can also be associated with the presence of a logo, which will enable the application of the logo. More flexible and more reflective of the company's vitality and strength.

3 Conclusion

Known as the cradle of modern design, the German Academy of Design of Monmouth emphasizes: "The purpose of design is for people. The design strategy reflects the designer's ideas and ideas to a large extent. Logo design to. Taking people as the design principle, we will be able to interpret endless worlds between squares. I wish more. The humanized logo appears in our field of vision.

Source: Packaging Engineering, Issue 4, 2005

Tu Huan, Xiong Xingfu
(Nanchang University