在市场经济的时代,无论是几个人的小社团还是上市公司,都有独特的标志设计,并通过标志设计给人最深刻的印象。北京典章盛世文化传播有限公司总经理、资深广告设计人荆琳认为,随着社会经济的发展,受众整体文化素质的提高,标志设计也越发精美,透露出浓厚的文化气息,标志设计背后的故事也被人推向幕前。对于标志设计,荆琳有自己的理解。他认为在标志形态中,“形”指的是客观的图形,“态”所指有生命力的,并折射出不同社会的思维方式,虽然可以拆分解释,但它们是共同体。标志设计首要的评价标准,是要从视觉传播效果上看,设计作品是否具有鲜明的个性,鲜明的个性与明晰的信息是为标志塑造有效记忆力的关键因素。所以,荆琳告诉我们,评价标志的好坏,首先要看设计是否能为客户创造鲜明个性的视觉形象,标志的形态应避免近似,便于识别。荆琳发现目前似曾相识的设计作品日渐增多,且大多缺乏创新手法,更是缺 In the era of market economy, whether it is a few small associations or listed companies, have a unique logo design, and through the logo design gives the most profound impression. Jing Lin, general manager of the Beijing Code Spirit Communication Co., Ltd. and senior advertising designer Jing Lin, believes that with the development of society and economy, the overall cultural quality of audiences is enhanced and the logo design is more and more exquisite, revealing a strong cultural atmosphere and the story behind the logo design Also be pushed to the front of the screen. For logo design, Jing Lin has its own understanding. He believes that in the form of signs, “shape ” refers to the objective graph, “state ” refers to the vitality, and reflects the different social modes of thinking, although they can be split explanation, but they are community. The primary criterion of logo design is to see whether the design work has distinctive personality, distinctive personality and clear information from the perspective of visual communication. It is the key factor that marks the effective memory for the logo. Therefore, Jing Lin tells us that the quality of evaluation signs, we must first look at whether the design can create a distinctive visual image of the customer, the shape of the logo should avoid approximation, easy to identify. Jing Lin found that currently familiar with the growing number of design work, and most of the lack of innovative techniques, but also the lack of