Ideographic principle

标志是一种视觉性很强的符号，由于图形符号的简约，就决定它必须具有象征性，才能淋漓尽致地展现标志的个性形象，因此，象征性是标志设计的首要因素。

Symbol is a very strong visual symbol, because of the simplicity of graphic symbols, it is determined that it must have a symbolic character to show the personality of the symbol incisively and vividly. Therefore, symbolism is the primary factor in the design.

象征在人类社会生活中占有重要的地位，从广义来说，象征是指用具体事物表示某种抽象概念或思想感情，从标志设计来说，它是一种主要的表现手法，是指通过某一特定的具象和抽象的文字、图形以表现与之相似或相近的概念、理念和情感。象征是标志图形与抽象思维之间的一座桥梁，她连结着创造者和接受者的心灵，促进了传递者和受众者的沟通，并引起共鸣。

Symbolism occupies an important position in human social life. In the broad sense, symbolism refers to the use of specific things to express some abstract concepts or thoughts and feelings. From the sign design, it is a major means of expression. It refers to a similar or similar representation of a specific concrete and abstract character and figure. Thoughts, ideas and emotions. Symbolism is a bridge between the symbol figure and the abstract thought. She connects the creator and the recipient's mind, promotes the communication between the transmitter and the audience, and causes resonance.

象征的准确性原则

The principle of accuracy of symbolism

通过对国内各行业企业机构标志造型的观察与研究可以得出，许多标志设计都存在着看上去“煞有介事”但实则“语焉不详”的设计问题。往往一枚标志眼看上去形式绚丽、造型现代，但仔细推敲乎后却发现标志中的象征元素与标志的主题毫无关系。这些问题的出现都源于标志图案与象征元素在寓意上的不准确性。也就是说，此类标志选择的象征图案并不能准确的传达标志命题中的信息。

Through the observation and Research on the logo modeling of enterprises in various industries in China, it can be concluded that many logo designs have a design problem that seems to be "very good" but "not detailed". Often a mark first looks gorgeous and modern, but after careful deliberation, it is found that the symbolic elements in the sign have nothing to do with the theme of the logo. All these problems arise from the inaccuracy of logo and symbolic elements in meaning. That is to say, the symbolic patterns chosen by such signs do not convey the most accurate information in the propositions.

找准象征符号与元素、保证标志象征图案能够与所需要传递的信息息息相关、相辅相成是标志表达寓意方面的重要原则。标志在设计的过程中必须避免错误地使用象征符号与图案。

Identifying symbols and elements, guaranteeing symbols and symbols can be closely related to the information needed to convey and complement each other is an important principle to express the meaning of the symbol. Signs must be avoided in the process of designing symbols and patterns.

传递信息的简化性原则

The principle of simplification of transmission of information

许多企业与机构在寻求标志设计之初都希望终的标志尽可能多的传递与企业名称、理念相关的信息；这导致了许多标志看起来十分复杂，造型结构臃肿繁复。然而，人类的大脑并不具备在较短的时间内快速的处理、分解复杂图案与信息的能力。当一幅图案过于复杂的时候，我们的大脑就需要较长的时间逐一拆解、分辨图案中的个别元素分别意味了什么。

Many companies and institutions, at the beginning of the search for logo design, want the final sign to deliver as much as possible information related to the name and concept of the enterprise; this leads to many signs that look very complex and overstaffed. However, the human brain does not possess the ability to process and decompose complex patterns and information in a relatively short time. When a pattern is too complicated, our brain takes a long time to disassemble and distinguish one by one from the individual elements in the pattern.

假若一枚标志过于复杂、传递的信息过多，我们的大脑便会在短时间内自动地将该标志归纳为“不能理解”，于是，该标志的象征寓意功能彻底丧失；该企业或机构的视觉形象将不能得到传播。所谓，欲速则不达、少既是多──标志设计必须注意将所传递与表达的信息尽量简化，只取重要的一至两条信息进行表达。

If a sign is too complex and the message is too much, our brain will automatically sum up the sign as "incomprehensible" in a short time, so the symbolic function of the symbol is completely lost; the visual image of the enterprise or organization will not be spread. It is called that the speed of desire is not good or less - the logo design must pay attention to the simplification of the information conveyed and expressed as far as possible, and only take the most important one to two information to express.

语意的直接性、通识性原则

The direct and general principles of semantics

银行的标志设计中可以看出，银行标志中的“铜钱”形态寓意了“财富”这一概念。在，以铜钱象征金钱与财富是所有人都能理解与认同的，铜钱图案具备了寓意的直接性与通识性，不会引发人们错误的联想。因此，在标志象征符号的运用上应注意选择大多数人多能够理解与接纳的图形图案，注意避免用难以理解的图案来传达信息。

In the logo design of Bank of China, we can see that the form of "copper coin" in the logo of the Bank of China implies the concept of "wealth". In China, copper money symbolizes money and wealth, which all people can understand and identify. Copper money has the direct and general sense of moral, and it will not cause people's wrong Association. Therefore, in the use of symbol symbols, we should pay attention to the choice of most people to be able to understand and accept the graphic pattern, and to avoid using unintelligible patterns to convey information.

标志外观形式的设计标准

Design standards for the appearance of the logo

标志的外观造型与形式直接左右了标志的功能、传播力与在人们眼中的好感度。判断一枚标志的设计是否合格不仅要考察标志的寓意与象征是否准确，还要推敲标志的造型与形式是否规范、恰当。判断标志造型形式的合理性可有如下参照标准。

The appearance and form of the logo directly affect the function, the transmission power and the goodwill in the eyes of the people. Judging whether the design of a symbol is qualified is not only to examine whether the meaning and the symbol of the symbol are accurate, but also to determine whether the shape and form of the sign are standard and appropriate. The reasonableness of judging the form of a logo can be as follows.

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