First, as a feature of things, the sign is represented by a sign, with graphics or text symbols as its language, and secondly, it not only represents or replaces something, but also has a deeper meaning in itself, such as expressing its own emotions or instructions for an action.
As a kind of graphic art design, logo design has its own unique artistic rules and design characteristics, existing in the field of graphic art design at the same time has a unique personality, and its design difficulty is much greater than most of the graphic design. Color, graphics, text and formal arrangement are the four basic elements of logo design, of which color is the most intuitive and necessary design element.
Color is the most expressive in the basic elements of logo design, is the most sensitive form element in the human eye, and is also an important way to convey visual information, which has the nature of directly affecting people's emotions. Color, in itself, is a physical phenomenon, but people observe color and their long-term accumulation of visual experience echoes, thus affecting people's emotions.
The beauty of color is manifested through people, making people produce a certain sensibility. Different colors of color are also different from people's attitudes and emotions towards things, which is the expression of color. For example:
The bright red color makes people feel passionate, exciting, and most likely to attract people's attention.
Yellow reminds people of the sun, emits a dazzling brilliance, illuminates the earth, symbolizes strength and wealth, and in ancient Chinese society, yellow is a symbol of royal power and wealth.
Blue accentuates sanity, peace and calmness; purple gives a sense of elegance, nobility and mystery.
Green is the color that gives people a cool, beautiful and elegant, is the color of grasslands and plants.
In the process of logo design, for the choice and collocation of colors, both the designer's personal psychology and feelings are directed, and the characteristics and realistic requirements of the things represented by the logo must be taken into account. Because design is not the same as art, design is limited and has scale. The scale of modern design includes not only the emotional needs, aesthetic attitudes and personality characteristics of people in the subjective scale, but also the objective scale and the extended scale.
This paper will select some excellent and well-known logo design cases, and use the knowledge of color psychology to analyze the application of logo color.
The emblem of Peking University, the prototype of the school emblem was originally designed by Mr. Lu Xun himself, and later changed and standardized several times, retaining the components of the main body of the campus and becoming the current emblem of Peking University. The main component of the Chinese character is the word "Peking University" written in seal style, which is the style of yin script, the two characters are arranged in an up and down shape, the word "North" is at the top, composed of two "people" standing back to back, and the "big" character below is a person sitting or standing in front of him, with the image of "three people becoming a crowd", carrying many people on one shoulder, which fully reflects the responsibility of Peking University shouldering the "enlightenment of the people's wisdom".
The standard color of the school emblem is a specific red, that is, "Peking University Red". Red itself is an incomparably warm, impulsive color, and the strong stimulation for people mainly comes from the sensory part, giving people a physiological feeling and enthusiasm of heat, excitement and excitement.
China Construction Bank is one of several large state-owned commercial banks managed by the central government. Its logo takes the ancient circular square hole copper coin as the main figure, and the design changes are carried out on its basis, which not only reflects the economic attributes of the bank, but also shows the characteristics of "square circle". The graphic meaning of "square" is regular and strict, while "circle" symbolizes fullness and affinity.
The standard color of the logo of China Construction Bank is sea blue, which carries rationality and tolerance, stability and peace, reflecting everyone's demeanor. Blue also symbolizes the bank's rigor and rationality, truth and mystery for numbers, reflecting the CCB's core values of "honesty, justice, stability and creativity", which is easier to gain the trust of the public.
Starbucks is a world-renowned giant chain coffee enterprise group born in the City of Seattle, the United States, Starbucks trademark has two main versions, the first version is the brown two-tailed mermaid wood carving pattern, and the second version of the brand trademark, the original trademark main color changed to green, so the fusion of the original pattern and modern abstract design of the trademark was born, and has been used to this day.
Green is a very beautiful and comfortable color, giving people a sense of elegance, tolerance, generosity, the starbucks logo used in the green is to set off the elegant and beautiful characteristics of mermaids, but also to make people feel the adventurous spirit of the ocean and romantic atmosphere. Green makes people feel calm, leisurely, ideal and comfortable.
The Prancing Horse body and English name in the Ferrari logo are black, the yellow in the base material is mainly taken from Ferrari's hometown of Modena, and the dark horse's head and the green, white and red colors directly above the Prancing Horse are the three colors of the Italian flag.
Yellow is the purest color, radiating the light of the sun, making people proud, symbolizing nobility, but also symbolizing wealth and power. Yellow is more symbolically powerful when paired with black. Yellow is light and hope, and black shows mystery, and the two complement each other perfectly.
In short, behind a concise and not simple logo is the designer's long-term accumulation of design experience and theoretical knowledge, and the entire design process also takes a long time to experience, conceive and express. As a key element of logo design, color must be valued by designers, so as to give the logo strong vitality and appeal.