The concise image expresses certain meanings to people. It takes simple, significant and easily recognizable images, graphics or written symbols as the intuitive language. It also has the functions of expressing meanings, emotions and directing actions. By creating typical symbolic features, it conveys specific information. As a visual figure, logo has a strong visual communication function. It is an international language, so in the world, signs need to be easily understood, communicated and used. Signs have different objects and types, and have many uses according to their functions and classifications. The logo mainly includes trademark, logo and public logo. It is widely used in all aspects of modern society. At the same time, modern logo design has become an important design course set up by design colleges or departments. Modern logo is the medium of enterprise comprehensive information transmission. The multiplication of commerce makes logo play an important role in the sale of commodities and the shaping of enterprise image. As the most important part of enterprise CIS strategy, logo is the most widely used, the most frequent and the most critical element in the process of corporate image transmission, because the enterprise behavior recognition system, concept recognition system, especially visual recognition system, are actually the propaganda and application of logo. The strong overall strength of the enterprise, perfect management mechanism, high-quality products and services are all included in the logo, a logo will deeply retain the image of the enterprise in the hearts of the audience.

　　作为一个成功的设计师始终要记住一点，设计必须以人为本，得让大多数人在欣赏设计的过程中，能够感受到你的设计意图，标志符号是现代生活中不可或缺的信息载体。标志所传达的信息能否被公众所接受、取决于标志是否能被受众识辨和理解，这就是标志的识别性。所以识别性是企业标志的重要功能之一。市场经济体制下，竞争不断加剧，公众面对的信息纷繁复杂，各种Logo商标符号更是数不胜数，只有特点鲜明、容易辨认和记忆会含义深刻、造型优美的标志，才能在同业中突显出来，不然就被知识的海洋所淹没。它能够区别于其它企业，产品或服务，使受众对企业留下深刻印象，从而提升了Logo设计的重要性，为企业赢得效益；标志设计要符合形式美法则,标志的形式美是影响标志信息传达的重要因素，给人以美感、动人的形象,就必须具有和谐、悦目的形象。

　　As a successful designer, always remember that design must be people-oriented, so that most people can feel your design intentions in the process of appreciating the design. Symbols are indispensable information carriers in modern life. Whether the information conveyed by the logo can be accepted by the public depends on whether the logo can be recognized and understood by the audience, which is the recognition of the logo. So recognition is one of the important functions of corporate logo. Under the market economy system, the competition is intensifying, the information confronted by the public is complex and numerous logo trademark symbols. Only the logos with distinctive features, easy identification and memory will have profound meanings and beautiful shapes can be highlighted in the industry, otherwise they will be submerged by the sea of knowledge. It can distinguish itself from other enterprises, products or services, and impress audiences deeply on enterprises, thus enhancing the importance of logo design and gaining benefits for enterprises; logo design conforms to the law of formal beauty, which is an important factor affecting the transmission of logo information. To give people a beautiful and moving image, it must have a harmonious and pleasant image.

　　具象表现是忠实于客观物象的自然形态，对客观物象采用经过高度概括与提炼的具象图形进行设计的一种表现形式。它具有鲜明的形象特征,是对现实对象的浓缩与精练，概括与简化。具象艺术的突出特点首先是它的视觉真实性或客观性,即按照我们所看到的世界的样子来描绘对象。具象的标志具有图形的通俗性与高度清晰的识别性，表现较为自由，充满个性，容易以清新、明快的视觉形象传达标志的神髓而为受众者所接受。在造型艺术领域和设计美学领域探讨中，通常所说的具象是指客观存在的形态，具有自然形态的特性和特征，如动物、植物、风景、生活物品、人物等，这种自然具象形态具有现实性、直观性。虽然具象艺术强调再现性，但并非只是处处原封不动地描摹我们所看到的客观事物的样子，而是艺术家利用美术的语言，并按照创作需要和美的规律与法则，对现实生活进行高度概括和综合的艺术处理，在现代标志设计中，具象类图形设计与其它几种图形设计相比在实际运用中显得薄弱，其独特的表现特点、艺术特点与传播优势并未得到有力的发挥。标志是一种信息载体，接收对象是广大的人民群众。具象类标志设计，由于其直接描绘客观对象形态特征的具象造型手法具有强烈的识别性，能够获得更加直观、充实、感性的视觉效果，适当运用可以实现以人为本的标志设计的个性化、风格化、艺术化，容易以清新、明快的视觉形象传达标志的中心思想而为广大的人民群众所接受。

　　Representation is a form of expression which is faithful to the natural form of objective images and uses highly generalized and refined representational graphics to design objective images. It has distinct image characteristics, is the concentration and refinement of real objects, generalization and simplification. The prominent feature of figurative art is its visual authenticity or objectivity, that is, to describe objects according to the world we see. The concrete sign has the popularity and highly clear recognition of the figure, which is free to express and full of individuality. It is easy to be accepted by the audience by conveying the spirit of the sign through the fresh and bright visual image. In the field of plastic arts and design aesthetics, what is usually called figurative refers to the form of objective existence, which has the characteristics and characteristics of natural form, such as animals, plants, landscapes, living things, characters, etc. This natural figurative form is realistic and intuitive. Although reproducibility is emphasized in figurative art, it is not just to depict the appearance of the objective things we see, but to make use of the language of art, and according to the needs of creation and the laws and rules of beauty, to carry out a highly generalized and comprehensive artistic treatment of real life. In modern logo design, figurative graphic design is compared with several other graphic designs. In practice, it seems weak, and its unique performance characteristics, artistic characteristics and communication advantages have not been given full play. Logo is a kind of information carrier, the target of receiving is the broad masses of the people. Because of the strong recognition of the concrete modeling technique which directly depicts the morphological characteristics of the objective object, the concrete logo design can obtain more intuitive, substantial and perceptual visual effects. The proper application of the concrete logo design can realize the individualization, stylization and artistry of the people-oriented logo design, and it is easy to convey the central idea of the logo with the fresh and bright visual image. It is accepted by the people.

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