Applied Research, Semiotics In Logo Design

The sign is media for human understanding of the world. They're martialtools for him to express his thoughts and feelings, only by the sign canhuman covey knowledge information and communicate with each other. 20centuries German philosopher Cassirer descended an all new definition forthe human: from human cultural, sign mankind and behavior are therepresentative characteristic for the human, so can definition human as signanimal. Therefore human consciousness world exactly is a world of sign.Logo graphic sign is a special sign system, with form and color carryinformation. Passing the visual sign exchange information and serving thebusiness and market. In current most research induce to the scribe andclassified of the logo design, without completely theories method support.In this paper, author gives a research on the logo design with the signfoundation theories. With the theories of Gestalteinheit, Communication,Esthetics, Form Art and Color, with the theories of Gestalteinheit,communication, esthetics, form art and color, give a research on logo visualsign of lexicon, syntactic, semantics and context, in order to accuratelycommunicate with audience and consumer. So this paper has much value oflogo design theories and practice, it will give a help to logo design andeconomy, lastly promoting enterprise image and economy.Research works are as follows:Has outlined the context of semiotics, explored the semiotic applicationstudy in the domestic and international. Then analysis and tallied up thesemiotic of Peirce and saturation, expatiate the study contents, meaning andconstruction.Through to the logo graphics sign research, and summarized thecognition, universality, aggregative, symbol and abstractness sixcharacteristics. Summarized the characteristic of logo design succinct pure,novel unique and adaptation lasting; further divides it into the writing,graph and mix sign, and discussed the logo graphics sign function ofrecognition, signification and exclusive. Proposed the logo informationtransmission model, and from the influence of information receives,information encoding, information decoding, and information feedbackwhich produced to the logo information dissemination has done the research, summarized the design code method: Indication, attribute and associativecompound, thus has the instruction function to the logo design practice.Has studied the logo graphics sign' language function, and summarizesits instruction function and the emotion function. Then studied ills semanticclassification and divided logo into the association logo, commodity logoand informational logo according to the semantic characteristic. Finallysummarizes the logo sign function value.Has studied the logo visuals language constitution basic lexicon, fromthe visual psychology and the linguistics theory, analyzed the logo designapplication rule and method of spot, line, surface, body. Then has studiedEnglish letter and Chinese character visual characteristics and theapplication rule, specially discussion the pictograph in modern logo design,proposed the pictograph extends, art processing and so on several designmethods. Finally according the color theory, studied the logo color lexiconimage, and from in the color hue, saturation, value, changes in temperatureand area contrast, discussed the visual effect and performance method of thelogo graphics design.Has studied the logo graphics sign visual grammatical function, andaccording the form of the beautiful principle and visual constitution method,made logo graphics accord with people's visual psychology and esthetic, inorder to transmit the specific sign information to the populace. Then fromharmonious, symmetrical and balanced, proportion and criterion, contrastand consonance, rhythm and number several aspects, discussed the logographics visual lexicon construction syntactic, and explained through themassive logo ease. Finally construction methods of the isomorphism,paragenesis, optical illusion, and grid were proposed.Studied the logo sign' semantics and form eontemporaneity then studiedthe region cultural context; provide the reference for logo design. Finallystudy the legal context, under this context only registration logo is legal.They could maintain the enterprise and consumer's rights and interests,could cause the logo's information to disseminate in the wide range.In summary, through the semiotics theory method applied research logosign of visual lexicon, syntactic, semantic and context, lastly constructed asemiotics method basic theory frame.