As the saying goes, "A good looking skin is the same, and an interesting soul is one in a thousand". This sentence can't be more apt to describe the design of LOGO. LOGO, the English name of the brand logo, its letter spelling evolved from "logos". Although in the eyes of the public, designing a LOGO is as simple as piecing together some words and one or two graphics, this small LOGO carries the "first impression" that the brand builds for consumers. These "first impressions" are closely related to our lives, whether it is on the car running on the road, on the roadside billboard, on the signboard of the store, on the packaging of the goods, etc., all kinds of LOGO are everywhere, LOGO It has penetrated into every aspect of our lives.
A good LOGO can well express the concept and culture of the brand, it is a symbol of brand spirit and civilization, and it is also a display of corporate image: as a manager of the Coca-Cola Company in the United States said, even if his factory was reduced to ashes overnight, he would not It is also possible to rebuild the factory with an immediate loan from the bank by virtue of Coca-Cola's brand reputation. It can be seen that for enterprises with famous brand LOGO, LOGO is a kind of support and guarantee for the development of the enterprise itself, and it is a huge asset.

A logo that resonates is built around the simple idea that less is more. Sometimes, a simple logo tends to last longer. How to integrate the client's ideology into a one-square-inch graphic is a challenge for designers. The sublimation process of any idea involves constantly questioning all the details until the purest attributes are preserved to protect and enhance the client's core idea. If a LOGO cannot be easily understood by the public, or lacks some useful and memorable elements, such a LOGO will be gradually forgotten over time. For decades, many multinational companies such as McDonald's, Adidas, Nike, Shell, etc. have been perfecting their LOGO. When we mention these brands, we can immediately recall the different forms of their logos and easily revisit them in our minds. This is the invisible power that a good logo brings to a brand. After all, the brain processes images faster than Process text 60,000 times faster.

> Design case of The Industrial Designers Society of America, design agency: Kristine

> Design case for La Flèche, design agency: Amélie

> Design case for Ugly drinks, design agency: Jones Knowles Ritchie

> Design case for Joe Pizza, design agency: Glasfurd & Walker

> Design case for Galleria Nazionale dell'Umbria, design agency: Muttnik

> Design case of Modern Recreation, design agency: Blok

> Design case for Diatly, design agency: Brand Brothers

There is a saying that today, the only constant is change. From the perspective of the brand life cycle, every brand will go through the process of entering the market, growing, maturing and then declining. If you want to build and maintain brand value for a long time, you must learn to upgrade the brand at an appropriate node. Especially in today's consumption upgrade, brand upgrade has become more urgent. In order to maintain the vitality of the brand, every company will update and iterate the brand from time to time according to the changes in the business model and the requirements of strategic development, or turn the updated LOGO into a catalyst for brand change. In this world, many big brands are doing this. For example, Xiaomi, which was hotly debated by the public last year, is one of them. At the Xiaomi spring new product launch conference in 2021, Xiaomi officially announced the production of the car, and at the same time, Xiaomi founder Lei Jun announced the launch of a new LOGO. Although the new LOGO seems to change from "square" to "circle", it actually has more content. It incorporates designers Hara Kenya and Xiaomi's thinking on the relationship between technology and life. Unconsciously, it has been more than a year since Xiaomi announced a new LOGO, but the scenes at that time are still vivid in my mind. In terms of popularity and out-of-the-circle, Xiaomi's new LOGO can be said to be the most successful. Not only Xiaomi, but many international big names will also change their brand LOGO at a certain time. For example, last year, Facebook changed its name to Meta Platforms, and also changed its LOGO.
Design is both a process and the result of a process. As far as logo design is concerned, the process should be continuous. The world will continue to change, as will a brand's direction and identity, and every logo will need to adjust over time to meet changing conditions. As the digital environment becomes more complex, the design of logos will continue to be explored by more designers and brands. In this special issue, we have listed some excellent LOGO cases in the world. Some of these LOGOs have adapted to more carriers for displaying LOGO in modern society, and some have played a huge role in the digital world. Which LOGO is the concentration and essence of the brand culture. Perhaps we can get a glimpse of the creative genes behind the design of these LOGOs.

Article Source:艺术与设计

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