Research On Brand Logo Design Based On Gestalt Field Theory

Brand internationalization has become an inevitable trend for the further development of brands.Brand logo is an important carrier of brand internationalization communication and a core part of brand spirit.Although the brand logo size is small,its design has special rules and psychological causes.Both enterprises and designers must pay attention to the role of brand logo in the relationship between the audience and the brand.To make the brand logo play a biggest role to the spread of brand internationalization,this paper based on the basis of gestalt theory,combining with the design study,psychology,brand knowledge and relevant theory,explain the brand logo design,and put forward brand logo design strategy.This paper hope to help enterprises and designers by logo design,touching the audience's thoughts and requirements accurately and efficiently,building the bridge between consumers and brand communication.In this paper,gestalt and its related field theory are firstly sorted out,and it is believed that physical field,psychological field and visual field are interrelated and influence each other,playing an important role in the interaction between the audience and the logo.The material carrier,communication medium of the logo and the form elements are the main influencing factors of the physical field of the logo.In the psychologicalfield,cultural background,life experience and consumption demand influence the pattern of logo design by changing the audience's interpretation of logo content.The preference for simplification and the need for balance in the visual field are the innate functions of visual cognition.Secondly,this paper adopts the qualitative and quantitative research technique--content analysis method to conduct statistical analysis on the physical field of the brand logo of the world top 500 in2019,which indicates that the difference of logo design is mainly affected by the psychological field,while the common law of logo design is mainly affected by the visual field.Finally,based on the gestalt field theory of brand logo research,this paper proposes brand logo design strategies from three perspectives of physical field,psychological field and visual field.And under the guidance of this strategy,the design practice of State Grid logo is carried out.