1. in line with international standards

2.精美、独特

2. exquisite and unique

3.与网站的整体风格相融

3. integrate with the overall style of the website.

4.能够体现网站的类型、内容和风格

4. can reflect the type, content and style of the website.

好看

Good-looking

标志首先是拿来给人看的，如果不好看，其它方面做得再好也白搭。就像一部青春偶像剧，如果没有帅哥美女，再好的剧本、再牛的导演也没用，更不用说服装、道具如何如何了。所以说，一个好的标志，首先是要好看，这个标准应该是以目标受众(消费者、资迅接受者)的平均审美而论的。专业的济南品牌策划公司指出，你比如一个化肥产品的标志(可能是大红大绿，色彩对比较为强烈的那种)城市里的白领不一定会认为好看，但只要农民朋友觉得好看，那就是一个好的标志。正所谓青菜萝卜各有所爱，好看的标准各有不同，关键是看品牌所对应的目标受众们的感受，他们认为好看就好看，不好看就不好看。只不过你可以适当地把这种审美标准提高一些，美名其曰：提高审美情趣，但这样做的前提是要充分考虑受众的接受能力。

The logo is first given to people. If it is not good, it will be no good doing well in other aspects. Like a youth idol drama, if there are no handsome boys and girls, no matter how good the script, no matter how cattle director, let alone how the costumes, props. Therefore, a good sign, first of all, is good-looking, this standard should be based on the target audience (consumers, information recipients) of the average aesthetic. Professional Jinan Brand Planning Co. points out that white-collar workers in a city, such as a fertilizer product logo (maybe red and green, with a strong color contrast), may not necessarily look good, but as long as farmers feel good, that's a good sign. Just so-called vegetables and radishes have their own love, good-looking standards are different, the key is to see the brand corresponding to the feelings of the target audience, they think good-looking is good-looking, not good-looking is not good-looking. It's just that you can properly raise the aesthetic standard, which is nicknamed "enhancing the aesthetic taste", but the premise of doing so is to give full consideration to the audience's acceptance.

独特

unique

标志，也有人称为“标识”，就是表明了其主要的功能——识别性。人类早的标志应该是原始社会时期，各个部落之间的“图腾”。像中华民族的标志“龙”，就是由之前的各个部落的“图腾”组合而成的，直至今天，人们一看到“龙”，就会联想到，就是因为它跟其它民族的象征物很不一样，这种独特性就是标志一个主要的特性。如果一个标志让人觉得跟其它标志相似，就会失去“识别”的功能，那即便它再好看，也不能算是一个好的标志，因为失去可识别的独特性，也就失去了标志的基本意义。

Logo, also known as "logo", is the most important function of recognition. The earliest sign of mankind should be "totem" among the tribes in primitive society. Like the Chinese nation's symbol "dragon", is composed of the previous tribal "totem" combination, until today, people see the "dragon" will associate with China, because it is very different from other national symbols, this unique is a symbol of a major feature. If a sign makes people feel similar to other signs, it will lose the "identification" function, and even if it looks good, it can not be regarded as a good sign, because the loss of recognizable uniqueness, also lost the basic meaning of the sign.

简洁

concise

标志的简洁，目的是让人们容易记忆，以及运用起来方便。像经典的耐克小勾和阿迪达斯的三条线，这种极度简洁的标志不仅是让不同种族不同年龄的人们很快就能记住，而且在很远的地方也能够识别。标志简洁所带来的好处是很多的，但是，由于标志越来越多，人们为了让自己的标志大限度地区别于别的标志，增强其独特性，所以有些标志就做得比较复杂。专业的济南品牌策划公司指出，另外，标志的复杂风潮还受到“后现代主义”的影响。所谓的“后现代主义”是相对于“现代主义”而言的，“现代主义”讲求的是简洁，而“后现代主义”者们说：简洁就是单调、就是乏味，所以，“后现代主义”进求的是相对的复杂和繁琐。

The purpose of the logo is to make people memorable and easy to use. Like the classic Nike hook and the three lines of Adidas, this extremely succinct symbol is not only quickly remembered by people of different races and ages, but also recognizable in a very remote place. Simple logo brings many benefits, but because more and more logos, people in order to make their logo to the greatest extent different from other logos, enhance its uniqueness, so some logos do more complex. Professional brand planning company Jinan pointed out that in addition, the complex trend of logo is also affected by "post-modernism". The so-called "post-modernism" is relative to "modernism," modernism is about simplicity, and "post-modernists" say: simplicity is monotonous, is boring, so "post-modernism" is pursuing a relatively complex and cumbersome.

有意义

Make sense

有意义，就是一个标志要具有一定的含义和说法。如果说上面所讲的都是标志的壳(外形)，那意义就是标志的魂(内在)。没有灵魂的东西是缺乏生气的，同样，没有意义的标志也是形同枯木，做得再好看，也只是一个美丽的花瓶而已。但是，以我的经验来看，要赋予一个标志意义，其实是一件很容易的事。因为大凡每种形态都可以说出一些含义来，你只需要充分发挥想象力，就可以“赋予”标志多重含意。比如一个类圆形的标志，你可以用上圆满、团结、包容、追求完美、一体化、全球化等等一系列你所能想得到的跟圆这一形态关联的所有美好词语;而如果是一个近乎半圆的标志，你也可以用阴阳调和、只对一部份人的专项服务、不求大(多)但求好、不卸努力(追求)等词汇和语句进行解释。有点像俗话说的：说好说坏全凭一张嘴，说白了，标志的意义就是这么回事。因为原本任何事物都有正反两面，关键是看你去说它的那一面。当然，好是在设计之初就要考虑着如何把那些想赋予它的意义溶入到具体的形体之中，这样才不会让人觉得牵强。

It is meaningful that a sign should have certain meaning and argument. If the above is the shell of the logo, the meaning is the spirit of the sign. Things without souls are lacking in vitality. Similarly, signs of meaninglessness are like dead wood, and no matter how beautiful they are, they are just beautiful vases. But in my experience, it is very easy to give a symbolic meaning. Because every form can say something, you just need to give full play to your imagination, you can "give" the logo multiple meanings. For example, a circle-like sign, you can use all the wonderful words you can imagine associated with the shape of a circle, such as perfection, unity, tolerance, perfection, integration, globalization, and so on; and if it is a semicircle-like sign, you can also use the harmony of yin and yang, a special service for only a few people. Do not ask for the most (many) but ask for the best, do not unload efforts (pursuit) and other words and sentences to explain. It's kind of like the saying goes: it's all one mouth to say good or bad, and that's the meaning of the sign. Because everything has its sides, the key is to look at the side of it. Of course, it's best to think about how to incorporate the meaning that you want to give it into a concrete form at the beginning of the design, so that it doesn't feel far-fetched.

具有行业特征

With industry characteristics

对于那些专一行业的公司、机构或部门，一个好的标志是要让人们一看到标志就大体知道属于那个行业。要做到这一点，并不是件容易的事。首先，你要找到能高度概况这一行业的一些具体形状;其次，这些形状要符合普通群众(或目标受众)对这一行业的固定想象;后，还必须要跟整个标志有机地溶为一体，不能显得突兀或分离。应该说明的是，这项要求主要是针对那些专业的行业、部门和机构，对于综合性的企业和政府部门就不适用。

A good sign for a company, organization, or department that specializes in a particular industry is to let people generally know which industry they belong to when they see the sign. It is not easy to do this. Firstly, you need to find some specific shapes that give you a high profile of the industry; secondly, these shapes must conform to the stereotypes of the general public (or target audience) about the industry; and lastly, they must be organically integrated with the logo, not abruptly or separately. It should be noted that this requirement is mainly for those professional industries, departments and institutions, for comprehensive enterprises and government departments are not applicable.

便于运用

Easy to use

标志是要展现给大众看的，因为终的表现效果才是人们所真正认识到的。即使在效果图上表现得再好，如果实际运用时不理想，那也只能算是一个不成功的标志。

Logo is to show to the public, because the ultimate performance is what people really realize. Even if it's good on the rendering, it's a sign of failure if it's not done well in practice.

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