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标志设计在企业形象设计中发挥着重要的作用,是视觉形象设计要素中最核心的部分,代表着企业的经营理念、行为理念和文化特色,在企业品牌宣传营销过程中,应用最广泛、出现频率最高。当人们在看到标志时,自然的产生对企业的经济实力、管理机制、产品服务等形象的联想,从而对企业的品牌产生认同感。标志设计包含图形、文字、色彩三个要素,通过三者的巧妙组合创造一形多义的形态,这就要求图形符号的设计既要凝练、概括、适形,又要讲究艺术性。
Logo design plays an important role in the design of corporate image. It is the core part of the visual image design elements, representing the business philosophy, behavioral concepts and cultural characteristics of the company. In the process of corporate brand marketing, the logo design is the most widely used and emerges The highest frequency. When people see the logo, they naturally think of the brand of the enterprise by associating with the image of the enterprise’s economic strength, management mechanism and product service. Logo design contains three elements of graphics, text, color, through the clever combination of the three to create a polysemous form, which requires the design of graphic symbols not only concise, generalized, conformal, but also pay attention to artistic.