Large Engineering Machinery Product Logo Design Method And Application Research

With the development of economic globalization, the cooperation andcompetition between construction machinery enterprises are becoming increasinglyfurious. In order to shorten the gap between our products and the foreign constructionmachinery ones, it is an effective way to enhance the recognition of domesticconstruction machinery brands by logo design and application, and to meet the needsof various customers by the perfect combination of products and logo design.Logo is a crucial part of the brand identity system, a necessary requirement in thedevelopment of construction machinery enterprises. Therefore,how to set up the logodesign and applicationin conformity with the construction machinery industry, tostrengthen its character recognition, and to promote brand advantage, become the keyto enhance market competitiveness.First of all, this paper conducts a comprehensive analysis about thelogo.Combining the characteristic of logo and its relationship with the product, thispaper summarizes the relation and differences of logo design between constructionmachinery and visual thinking, so as to find a entry point for construction machinerylogo design.Secondly, based on the researches about the present situation and futuredevelopment trend of construction machinery products, this paper analyzes theimportance of logo to the development of construction machinery products. Then itfurther works out the design positioning of construction machinery products, anddevises the design methods and principles of the logo.Thirdly, under the influence of visual thinking angle, a new morphologicalclassification method is refined, with logos classified into different types andcategories according to its geometric shape, color and function. The main analysis isput on form. This paper studies the application of logo on construction machineryproducts from position, size, color and function respectively, and then works out theapplication method of logo and the design principles, such as3F+C+R,15%+85% and geometrization for special forms.Through all these methods, it can deepen others’awareness and recognition to the brand of construction machinery products, andfurther strengthen the market competitiveness of Chinese construction machineryproducts.Finally, through the studies on methods and principles, and with specificconstruction machinery products optimization as examples, this paper conducts afeasibility analysis and studyin order to realize the application of methods andprinciples worked out above.