On The Visual Identity Of Logo Design

With the development of human civilization, language, writing, symbols, and figures have become the tools for people to communicate and interact. As a symbol with special meaning and form, logo conveys specific connotation and belief, and has become a kind of visual language. Designing logo is a process that visualizes and symbolizes creativity. The information that logo conveys consists of two symbols that have different structures: writing and graph. These two structures interact with and complement each other, which creates the advantages of information delivery. Due to the influence of visual psychology, individualized styles, business concepts, etc., the application of modern logo design has already stopped using words to show meaning. Instead, it uses visual identity to create the nature of logo and spread the company's connotation, thus achieve the basic purpose of logo dissemination.As a symbol for brand information in the market economy, logo has already taken root in different areas of social life. Visual identity is the vital condition for the spread of brand names in the market. Seen from the perspective of creation, the meaning and artistic expression is the basis for creation.It is true that the connotation of logo can embody a logo's indication attribute. But the premise is the emphasis on logo's visual identity. The purpose for the development of logo from a realistic and symbolic image to a decorative style, and from simplicity to today's multiplex style is to ensure logo's visual spread. In the system of visual image design, the visual identity of logo is the most important.This thesis aims to study the visual identity of logo, illustrate the influence of factors like graphic structure, colors, individualization, etc., and analyze the basic rules of logo design in lead-in and promotion. It points out that the purpose of designing logo should not only be using writing to explain logo's connotation, but also pays attention to the visual identity of logo.