The application of color in logos, and the analysis of color application in logo design

In modern sign design, the use of color is becoming more and more vivid, and the unsaturated color theory of logo design is gradually ebbing, replaced by the concentration of color. Below I have brought you an analysis of the use of color in logo design, I hope it will be useful to you.

First, the significance of the color of the logo

If the packaging color is the first line of marketing to contact and attract the public, then the logo color is the most concentrated, the most constant, the largest number of color identification factors. Regardless of how the packaging design changes, the color of the logo is relatively stable, therefore, the use of standard color in the logo design, can not only play the role of attracting the attention of consumers, but also can enhance the memory of the public, so that consumers leave a deep impression of personality on the logo, and further familiar with the memory, trigger association, produce emotional stereotype, establish consumer confidence.

Second, the configuration of the logo color

The color configuration of the logo graphic should focus on the relationship between the brightness and purity of various hues, and study people's feelings and preferences for different colors. The specific requirement of the logo color is to use a simple color, and it is best to use a color to unify the graphics, otherwise it will give people a sense of chaos and difficult to recognize, so that the logo can not play its due role.

Third, the color psychology of identification

Color has a certain meaning and emotional symbolism, for example: red symbolizes enthusiasm and positivity, has a better visual effect, and is used to convey vitality; Blue symbolizes calm and calm, generally emphasizing the efficiency of science and technology travel and efficiency of goods or corporate image, most of the use of blue as the standard color; Green symbolizes the meaning of refreshing, early fighting, hope, growth, and general. Medical institutions often use green for spatial color planning, that is, to label medical supplies.

Therefore, in the logo design, the choice of color and the determination of the form are equally important, in the decision of the color, the same should also be investigated and studied, so that the color and the logo are combined, in order to show the inherent nature and connotation of the logo. For example, in the Olympic logo, there are five colors: blue, yellow, black, green and red, of which blue represents Europe, green represents Oceania, yellow represents Asia, black represents Africa, and red represents the Americas. This example illustrates the significance and role of color response in the logo, as a worldwide logo, the application of color variety and the configuration of the general logo color are more or less different, depending on the application scope of the logo and the application function.

What are the design forms of the logo color? (1) Determine the text or pattern that represents meaning and content, i.e., the enterprise appears in the form of words or abstract graphics. For example, the standard words of the Haier brand should not only convey the corporate philosophy but also conform to modern aesthetics and fashion, not only have the visual enjoyment of beauty, but also attract the attention of consumers, cause resonance, and promote the recognition and dissemination of the corporate philosophy.

2) The selection of the color of the corporate logo should be selected according to the personality of the enterprise or the characteristics of the enterprise industry, and the comparison of similar colors related to it should be considered to achieve a better color effect. For example, Coyinjube Coke chose red and green as the main colors of its logo, while Pepsi chose orange as the company's standard color, which is conducive to consumers' association and memory. Of course, there are other special operational requirements, such as the company's slogan and slogan.

When designing VI design, standard color, you can appropriately increase the company's standard color so that the company can be displayed well.

Two big elements of logo design:

First, the embodiment of morphological characteristics, which fully embodies the content represented by the logo and its abstract artistic significance. How the appearance of form contains the meaning of art depends mainly on the starting point of the designer. For example, the logo design concept of Apple's mobile phone tells us that there is no perfect thing in the world, and everyone wants Li Jing to continue to pursue the dream of perfection.

The small leaves on the apple represent that the apple was a start-up at the time, just sprouting.

Second, the collocation of color is the second most important technique of the logo, and the color is mainly a conflict with the vision to make people remember. Therefore, the color matching is the main factor to ponder after the form is decided. A congregation of impactful colors will be remembered quickly.

Such as black and white. Layered color: yellow-orange-brown.

Accent color: Generally used for finishing touches.

The color of the logo design can first look at the colors of the logos of the leading companies in the same industry, and either learn from them or go against them. For example, the catering or e-commerce industries use orange, red and other warm colors of cherry blossoms, while the finance, construction and other industries use more blue.

In addition to the color, you also need to make sure that the logo is recognizable in pure black or white.

Logo design, also known as logo design, is also improvised in the use of colors. So what is the first thing we need to consider? What is the subject matter and what elements are needed?

For example, I'll give you a very simple example, in the logo design, the customer told us that the elements in it should have leaves. So it is conceivable that the color of this logo is to match the color around green.

Then when it comes to matching colors, it is also very particular. That's a warm and cool tone, with contrasting and contrasting colors. It must be to ensure the color harmony of the whole picture.

The logo that comes out of this way will make people feel very comfortable. Then the following is a color matching diagram for reference.

To sum up, firstly, according to the materials that appear in the logo, judge the color matching of the whole picture. After determining the general color direction, and then through different contrasting colors to make a harmonious tone for the integration of the picture, this is a general method and concept of using color, of course, I hope it will help you, if you also like design, you can communicate together**Oh.

The color of the logo is set for the industry, and compared with the car logo, it is mostly metal color; Another example is women's underwear, use more feminine colors, such as pink, purple, red, etc., so if you are not sure about the color, it is recommended to look at the colors used in the same industry, especially the benchmark brands in the same industry. Here's what I did, just for reference, I hope it can help you.

Red is generally used. But it also depends on what color the environment is, if you encounter special circumstances, you can be flexible!