In fact, the symbolic meaning of a brand is not just a logo, but a visible and figurative graphic symbol, which is used to convey the brand information, so that the brand can be recognized and distinguished from other brands. If you are interested, you can open it: /GEAYz5
And the symbolic meaning of the brand also includes invisible, intangible and abstract conceptual symbols.
For example, the brand Muji has made itself a philosophical symbol of "emptiness".
For another example, the brand Uniqlo has made itself a conceptual symbol of "Joker"-the super rationality of aesthetics.
Why do brands have to use a symbol to symbolize themselves?
Because we humans live in a world of symbols, symbols are a carrier, which can convey certain meanings and be perceived by us. Life without symbols is very strange to us.
Just as language and writing are symbols of human communication, brand symbols are also the communication and impact of businesses on consumers' senses such as vision, hearing and smell.
Color will directly affect mood, and it is very likely to be directly rooted in consumers' minds. When consumers get a product, they don't simply meet material needs or spiritual needs, but often they meet dual needs. Today's popular Yan value economy is the feedback on the use of color symbols.
What do you think of when you see the following three colors?
1
? Pepsi's brand logo?
With the heroic "PEPSI" font as the visual center and the abstract smiling face-like geometry as the carrier, the red, blue and white colors of the whole background reflect the brand words and form a whole. Pepsi initially chose these three colors, red, blue and white, in order to echo the colors of the American flag and support American soldiers in World War II, and these three colors have been used to this day, forming the brand symbol of Pepsi.
2
? There is also Tiffany Blue-
I believe many consumers will immediately think of the brand Tiffany and Audrey Hepburn when they see this color or a color similar to it. Even if you can't remember Tiffany's iconic products at all, consumers have established a unique brand impression on it by constantly strengthening their memories through packaging and posters.
3
? There is also a US group?
It is a complete set of color symbols.
From the color of the app, to the color of the advertisement, to the color of the bicycle, to the uniform clothing of the take-away rider, and even the take-away box is yellow, under the multiple combinations, the recognition of Meituan becomes extremely high, leaving a deeper impression on consumers. Seeing yellow clothes, yellow riders and yellow hats may be associated with Meituan.
No matter how small an individual is, he has his own brand.
Similarly, no matter how small a brand is, it will have its own color personality. Color goes deep into all aspects of life, blends into the brand, and becomes the DNA of various brands, which makes people have a strong recognition of brand colors.
? Generally speaking, line symbols have the following principles:
1. Less is more
-only "one" meaning is expressed in the sign, and too much meaning equals "no meaning";
2. Strong identifiability
-the ultimate goal is to make people see it clearly and never forget it;
3. Easy to spread
—— Try to tell the design without ambiguity, so as to spread easily.
for example?
Adidas, almost everyone will think it is Adidas when they see the "three stripes". Adidas began to apply for the registration of three common vertical bar trademarks in 214. However, the European Court ruled that Adidas' "three bars" trademark is an "ordinary figurative symbol", which is not unique and cannot prohibit competitors from using its three-stripe symbol in the EU.
In the face of such a verdict, did Adidas panic? Adidas certainly doesn't panic, because it doesn't affect the use of the three slash trademarks at all, but it just can't provide convenience for Adi to restrict his opponents from using three bars in Europe.
Speaking of it, Adidas was greedy this time. Because Adidas' protection of "bars" is not just as simple as protecting "three bars". The three bars will be applied to physical stores, products and advertisements. Even if you don't see the logo in a far place, you will know that it is an Adidas brand when you see these three bars, which is also the core of the special symbol.
What do you think when you see the line below?
In addition to Chinese and English, the packaging of Coca-Cola also has a more important special symbol, namely the white ribbon on a red background. Even if there is no name on the packaging, I believe many people can recognize the brand of Coca-Cola through these two combinations.
Coca-Cola, from the famous brand name, to the elegant and dancing fonts, and then to the expression of strong brand characteristics, although Coca-Cola will update its logo every ten years, it basically adds or deletes three highly iconic visual elements: Spencer font, standard cola red and curved streamer. And this classic image has also stood the test of time, building a century-old classic and eternity.
Line symbols have their own unique characteristics in design, and at the same time, they also have the same characteristics, that is, they are highly recognizable, easy to remember and spread, and they are firmly imprinted on consumers' minds.
so?
A good brand logo is not necessarily as beautiful as possible. The most important thing is whether it conforms to the brand's positioning and industry attributes, and has its unique memory.
Let's take a look at the following logo first. What are the similarities?
Tmall's T-Cat, Tencent's Penguin, JD.COM's Metal Dog, Suning's Lion, Meituan's Kangaroo, Ant Financial's Ant, Ctrip's Dolphin, Thunder's Hummingbird ... In addition, Baidu's paw print, etc. The flying pig "pig" and so on, the domestic Internet brand logo is like a "zootopia" scene, whether it is flying in the sky, running on the ground, swimming in the water or raising at home, it can be said that there are all kinds.
Many Internet brands use animals as brand symbols
? On one hand?
It is because of the worship of totem. Throughout history, many people are fond of animals to represent certain people and things, such as the spiritual belief of the Chinese nation "dragon" and the totem "wolf" of nomads.
? On the other hand?
is to reduce the cognitive cost. Animals, as a long-standing impression in public cognition, whether they are bears, lions, tigers, cats, dogs and penguins, have been clearly recognized by the public. Therefore, when the brand builds the brand logo with the help of animals, which are familiar to users, the natural memory is high, and the subsequent brand communication can also get twice the result with half the effort.
Now there is a popular saying called "storytelling". In fact, this "story" is a brand symbol, because "brand symbol" can reflect the core value of goods, and this core value is the logic behind an excellent and successful brand.