I'm afraid I don't need to bother about the importance of logo to a brand. We can get in touch with a lot of logos every day, so what are the criteria for judging whether a logo is good or bad? Aidu Brand Marketing Planning has found several norms.

　　评价Logo 好坏的四个维度

　　Four Dimensions of Evaluating Logo

　　易于发现

　　Easy to find

　　咱们生活在这个世界上，每天会有上百个广告自觉或不自觉的进入到咱们的视线当中，如果再加上其他种类的信息，咱们的大脑无时不刻地处在繁忙的状态。一个人的注意力是有限的，为了应对信息的冲击，咱们的大脑学会做减法，对于

　　We live in a world where hundreds of advertisements come into our sight consciously or unconsciously every day. If we add other kinds of information, our brains are busy all the time. A person's attention is limited. In order to cope with the impact of information, our brain learns to subtract.

　　一些毫无无特性、无特色的事物，咱们大脑都作出反应，更不会去留意它。

　　Our brains respond to something that has no characteristics or features, let alone pay attention to it.

　　因此，品牌Logo首先要做到的不是美丽，而是“亮眼”，可以让人们在众多商品中锋芒毕露，被“一眼”看到。如果你的Logo直接被无视掉，那么这个Logo 又有什么意义呢？

　　Therefore, the first thing to do for brand logo is not to be beautiful, but to be "bright", so that people can show their vanguard in many commodities and be seen "at a glance". If your logo is ignored directly, what's the point of this logo?

　　过目不忘

　　Gifted with an extraordinary retentive memory

　　当Logo成功的被顾客看到之后，接下来要做的就是要让顾客记住，一个简略记住的Logo，可以减少很大的推行本钱。

　　When logo is successfully seen by customers, the next thing to do is to let customers remember that a simple logo can reduce the cost of implementation.

　　而过目不忘的Logo，必需要足够影响，当顾客看到Logo之后，这个符号必需要被刻到脑子里，赶也赶不走，这就是影响的目的。

　　The logo that never forgets must have enough influence. When customers see the logo, the symbol must be engraved in their minds and can't be driven away. That's the purpose of the influence.

　　便于区隔

　　Facilitate separation

　　Logo还有一个重要作用，就是区隔。所谓的的区隔，并不是与同类产品的区分，而是功能性区分。比方餐厅的标志是为了和银行、书店、电影院等区隔，让顾客瞥一眼就知道那是可以吃饭的地方。

　　Logo also has an important role to play, which is partitioning. The so-called segregation is not a distinction with similar products, but a functional distinction. For example, the sign of a restaurant is to separate itself from banks, bookstores, cinemas and so on, so that customers can see at a glance that it is a place to eat.

　　学术一点说，就是Logo要有“指称”的功能，让人们一看就知道你是干啥的。

　　Academically speaking, Logo should have the function of "referring" so that people can know what you are doing at a glance.

　　外延导向

　　Extension oriented

　　外延导向简略地说就是，Logo 的内在并不重要，重要的是能带来什么效果。

　　Extension orientation, in short, is that the intrinsic nature of Logo is not important, but what effect it can bring.

　　许多规划师在规划logo时，总是强调某个元素多么有文化内在，可是除非大多数人都能懂，不然这个内在就是无用的。当Logo的内在只在规划圈子里被认可时，这个内在便不是内在，因为顾客看不懂。咱们要一直明白Logo规划的目的，那就是给顾客看，顾客看都看不懂，还规划什么呢？

　　Many planners always emphasize how culturally intrinsic an element is when planning logos, but unless most people understand it, the intrinsic is useless. When the logo's interior is only recognized in the planning circle, it's not interior, because customers don't understand it. We should always understand the purpose of Logo planning, that is, to show customers, customers can not understand, what else to plan?