Features And Application Of Apparel Brand Logo

The apparel brand logo not only embodies the characters of apparel products ,but also reflects the culture of the apparel enterprise. It enchances the value of the brand and products, therefore it is attracting more and more attention from the apparel enterprises. How to create a successful apparel brand logo is one of the hot specialized topic.The apparel brand logos of different apparel brand are investigated in this thesis. The apparel brand logo are analyzed from a multi-disciplinary angle on the basis of 2290 apparel brand logos collected from a comprehensive investigation. In this research, the various methodologies such as the linguisitics, the semiotics, the sociology and the psychology are applied to analyzes. It has been approposed to divide the apparel brand logo into two major parts, the characters and the figures.The character part of the apparel brand logo is analysed. It is suggested that this part is composed of two essential factors, one is brand name and the other is advertising slogan. In this study, both brand name and adverstising slogan are studied deeply and systematically. The brand name is analyzed in the terms of pronunciation, the denominate mode and the connatation, and the adverstising slogan is studied in the terms of pronunciation, rhetoric and connotation. After that the above viewpoint are verified through some collected brand logo cases. It came to a conclusion that a successful apparel brand logo should follow some basic principles in the pronunciation, the number of words and the rhetoric.In this study, the shapes and the implied meanings of the patterns were thoroughly researched, and the artistry of the patterns are summarized and extracted. The rules, features, composition mode and the implied meanings are analyzed one by one. Finally, some basic principles of the application of patterns and colors in apparel brand logo design are summarized by the verification of the collected logo cases.In inder to understand the effects of apparel brand logos on consumers, the marketing survey was applied. The survey objects are selected and the results of survey are analyzed statistically. From the perspective of consumers'cognitive psychology, by combining the theoretical knowledge of the linguistics, the behaviorist psychology, the culture and the aesthetics together, the survey results are demonstrated and summarized comprehensively. The degree in which the consumers are influenced by the component factors of the apparel brand logo are compared and analyzed.Based on the above analysis, the features, expressing methods and designing key points of the four major factors of the apparel brand logo are summarized from the three aspects of pronunciation, figure and connotation. Some designing principles concerning these four factors are obtained in order to satisfy consumers'psychological demand.In this study, based on the marketing research and investigation, the designing principles of the apparel brand logos are analyzed through a serious of real cases. By randomly selecting one successful example from the numerous apparel brand logos, the principles proposed in this study are verified from the four perspectives, that is the name, advertising slogan, pattern and color. Besides, in this research, a practical experiment on the design of the apparel brand logo was carried out based on the principles put forward here, and these principles were proved to be quite feasible.According to the study results, the designing of the apparel brand logo is a systematic work, and all the four factors mentioned above should take into account. A brand logo will have a strong effect and be easily recognized only by satisfying the demands of good pronunciation, figure and profound implied meanings. This study will provide a helpful and applicable guidance to the practical design of apparel brand logos.