Research On Multi - Shape Design Of Brand Logo

Logo, which acts as the breakthrough point of the brand, starting from the perspective of sociology and psychology and eventually showing in front of the audience from the aesthetic angle, is the priority among priorities in the business competition of brand. With the development of digital technology, the new media that bases on the Internet and is carried by mobile phone developed rapidly. This has overturned the brand communication and communication technologies. More and more brand information associated with signs which rush toward to people’s life like surging tide.As the growing importance of intellectual property rights, more and more marks are registered and protected by law, the logo design space has been shrinking.At the same time, static original mode has also led to the assimilation of logo design, and in the new media time, it’s a challenge for brand designers to let consumers understanding, trust and be faithful through symbolic perception. The improvement of science, technology and mapping means brings to the designers more and more extensive design means,"multi morphology" brand logo emerged as the times require and become the main trend of logo design.This paper tries to analyze the "multi morphology" symbol including it’s necessity, advantages and limitations from the developmental origin and social status of the brand; and try to conclude the design feature and principle of "multi morphology" basing on successful cases at home and abroad.