The Research On Expression Of Enterprises’ Brand Logo

The continuous development of society and economy has put forward new requirements for enterprise brand building.In the context of the continuous advancement of production and trade globalization,the increase in the number of brands,and the fiercer competition,as well as the spiritual and cultural needs of brand audiences,the construction and expression of culture has become a very important link in the development process of enterprises.And continue to enhance its important position in the international market.The design language of the brand logo is highly inductive and general.It is an important form of visual transformation of corporate culture.It is a visual symbol of corporate culture and brand level.A window,and a bridge to communicate with the audience of the brand logo.Therefore,the design quality of the brand logo can determine the success of corporate culture construction and brand building,and it is related to the future survival and development of the company.Competitiveness has become an issue worthy of study.This paper integrates the relevant theoretical knowledge of semiotics and communication into the research of design,takes the iconicity,indicativeness and convention of the Peirce trichotomy as the research theoretical framework,and analyzes the symbolic expression law of brand logos.Try to draw a flow chart of symbolic expression of brand logos to help cultural symbolic expression in the process of corporate logo design in my country.The full text takes the advanced expression of "from image to image" as a research clue,which is divided into two stages: rational meaning and symbolic meaning.Firstly,it analyzes the iconicity,indicativeness and stipulation of brand logo respectively.The likeness includes two aspects of visible and invisible objects,which are analyzed from the form,color,texture and coding method of the brand logo;the indicativeness is analyzed from three perspectives:indicator type,sensory and illusion,and visual form rhetoric;Conventionality is a detailed analysis of the statute’s mandatory,cultural and regional differences,graphic design language and statute interpretation items.This completes the rational meaning construction process of the brand logo and lays the foundation for the construction of symbolic meaning.Secondly,analyze the symbolic meaning construction process of the brand logo,and get the main points of the symbolic meaning construction: the cultural background is the necessary expression basis for the symbolic meaning of the corporate brand logo,and from the image to the image is the inevitable formation process of the symbolic meaning of the corporate brand logo.Reuse is a symbolic and important means of forming a corporate brand logo.Then it is concluded that the symbolic meaning of the corporate brand logo is the highest level of expression given to the brand logo graphics by the public on the basis of human participation and social culture,and it is also the most profound interpretation of the cultural spiritual connotation of the corporate brand logo.The symbolic meaning itself will also show richer connotations with the progress of human beings and the development of society.At the same time,with the development of digital technology,the display forms of corporate brand logos will be more abundant,and the symbolic expression ability will be further improved.Finally,draw a flow chart of the symbolic expression of the corporate brand logo.Through interdisciplinary research,it not only provides a new perspective for logo design research,but also provides a reference for designing brand logos with excellent traditional Chinese cultural characteristics.