(整理)怎样设计好logo中英文

1. Learn What A Logo Is & What It Represents

1. logo是什么；它代表什么

Before you design a logo, you must understand what a logo is, what it represents and

what it is supposed to do. A logo is not just a mark – a logo reflects a business’s

commercial brand via the use of shape, fonts, colour, and / or images.

A logo is for inspiring trust, recognition and admiration for a company or product and it

is our job as designers to create a logo that will do its job. One must know what a logo is before continuing.

在你设计一个logo之前，你必须明白一个logo是什么，它代表什么，它是用来干什么

的。一个logo不仅仅是个记号而已—一个logo通过对图形，字体，颜色，和/或图像的使

用来表现一个企业的品牌。

Logo是用来唤起消费者对一个公司或产品的信任、认知和赞赏的。我们设计师的工作就

是设计logo，使它能起到应有的作用。

2. Know The Principles of Effective Logo Design

2. 设计高效 logo的几条原则

Now that you know what a logo is supposed to do, and what it should represent you

now must learn about what makes a great logo aka; the basic rules and principles of

effective logo design.

现在你知道logo应该有什么样的作用，还有它应该代表的是什么了。接下来你需要知道

一个好的logo是由什么组成的，以及设计一个高效的 logo有哪些基本的规范和原则。

1. A logo must be simple

1．Logo必须简单。

A simple logo design allows for easy recognition and allows the logo to be versatile &

memorable. Good logos feature something unexpected or unique without being

overdrawn.

一个设计简单的logo便于识别和记忆，用途也更广泛。好的logo既独特又别具新意，同

时还不失真。

2. A logo must be memorable

Following closely behind the principle of simplicity, is that of memorability. An effective

logo design should be memorable and this is achieved by having a simple, yet,

appropriate logo.

2.Logo必须容易让人记住。

上一条原则是关于“简单”的，紧接下来就是关于“记忆”的。一个高效的 logo应该是

能让人记住的。要达到这一点，logo就应该简单且合适。

3. A logo must be timeless

An effective logo should be timeless – that is, it will stand the test of time. Will the logo

still be effective in 10, 20, 50 years?

3.Logo必须是永不过时的。

一个effective logo应该是永不过时的—也就是说它应该经得住时间的考验。设计logo时

要考虑到10年后，20年后，50十年后，它是不是仍然有效。

4. A logo must be versatile

An effective logo should be able to work across a variety of mediums and applications.

For this reason a logo should be designed in vector format, to ensure that it can be

scaled to any size. The logo must work in just one colour too. Logo必须有广泛的适用范围。

一个高效的 logo不仅要能够用在多种载体上，也要能够有不同的应用。因此logo必须是

矢量图形，以保证它能够被任意放大缩小。即使只有一种颜色，也应该要能起作用。

5. A logo must be appropriate

How you position the logo should be appropriate for its intended purpose. For

example, if you are designing a logo for children’s toys store, it would be appropriate to

use a childish font & color scheme. This would not be so appropriate for a law firm.

5. Logo必须符合其目的。

你对logo的定位应该与logo要达到的目的相符。比如说，如果你是给一家少儿玩具店设

计logo，那么孩子气的字体和颜色就比较恰当。而对于一家律师事务所来说，这样的设

计就不太合适。

3. Learn Off Other’s Successes & Mistakes

3. 从其他人的成功和失败中学习

Successful Logos

Now you know what the rules of logo design are, you can distinguish the difference

between a good and a bad lo go… By knowing what other logos have succeeded and

why they have succeeded gives a great insight into what makes a good logo.

For example, lets look at the classic Nike Swoosh. This logo was created by Caroline

Davidson in 1971 for only $35 yet it still a strong, memorable logo, effective without

colour and easily scalable. It is simple, fluid and fast and represents the wing in the

famous statue of the Greek Goddess of victory, Nike –something perfect for a sporting

apparel business. Nike is just one of many great logos, think about other famous

brands that you know about and check out their logos –what makes them successful?

成功的logo

现在你知道关于logo设计的一些原则了，因此你也可以分辨出好的logo和差的logo有什么

差别了。知道哪些logo是成功的，并且知道他们为什么成功，这可以让我们更深入的了

解是究竟是什么塑造了一个优秀的logo。

让我们以经典的耐克标志为例。这个logo是Caroline Davids在1971年设计的，当时她得

到的报酬仅为35美元。这个标志只有一个单一的颜色，但它却便于记忆和高效交流，同

时具有非凡的表现力，除此之外它的大小也是可以任意调整的。还有，它的的造型简

单、流畅且富于动感。而且它所象征的是正是著名雕像胜利女神（Nike 是希腊神话中的

胜利女神）身上的翅膀。这些都恰恰吻合一家运动服装公司的需要。Nike 仅仅是众多优

秀logo中的一员，大家可以回想一下熟悉的知名品牌，去查一查他们的logo—去看看是

什么让它们取得成功的？

The Not So Successful Logos

没那么好的logo

We can also learn off logos that have not been as successful such as the ones in the

above picture or these bad logo designs. As seen in that post linked, some logos can

depict things that may have not always be noticeable to the designer (as in the middle

logo above) or they could just be plain bad design, as in the logo

to the right.

与上面图片中提到的logo相比，有些logo就没那么好了，但我们能从它们中间或者是其

它一些失败的设计中间学到点东西。就如你在上面所看到的，有的设计描述的可能会是

些其他东西，而设计师并不总是能注意到这些（比如中间的logo）；又或者是有的logo

根本就只是一个失败的设计（比如右方的logo）。

4. Establish Your Own Logo Design Process

4. 形成你自己设计logo的流程

Now that we know what a logo is, what the principles and rules of logo design are and

what makes a successful logo we can now finally begin the design process. This it

hardest part of the 5 steps and is its own topic in itself –Each person’s logo design

process is different and experience usually is the key factor in creating your own logo

design process.

现在我们知道logo是什么了，也知道关于logo设计的一些原则规范了，也了解了是什么

构成了一个成功的logo。接下来我们终于可以开始进入logo的设计流

程了。这是五个步

骤中最困难的一步，因为这一部分有它自己单独要讲的。每个人设计logo的步骤都不

同，要构建个人的设计步骤经验是关键。

In short, a logo design process usually consists of

简而言之，设计logo的过程通常包括：

The Design Brief设计简报

Research & Brainstorming调查和头脑风暴

Sketching绘制草图

Prototyping & Conceptualising (See Step 5)设计原型和概念图形（参阅步骤5）

Send To Client For Review交给客户检查

Revise & Add Finishing Touches修改并完成最后加工

Supply Files To Client and Give Customer Service 将文件呈交客户，并提供客户

服务

See more about this in the Logo Design Procces section later! 更多内容请参阅之后的logo设计流程部分

5. Learn The Software & Complete The Logo

5. 学习使用软件并完成logo

After you have got your design process sorted out, it is usually a good time to begin

mastering your software (Adobe Illustrator is the industry standard) but remember you

can’t design a logo by just hopping straight onto the computer… brainstorm and sketch

first.

当你在设计上形成了自己的步骤后，就是时候去掌握些专业软件技术了（Adobe

Illustrator是行业标准）。但是请记住，要设计一个logo不是直接跳到电脑前就行了的，

设计师首先要做的是去思考和画草图。

After you have got your initial ideas and sketches from brainstorming you can then

usually jump onto the computer to start digitising your logo. After you have got a great

concept(s) digitised you can send it to your client, get revisions, and eventually

complete the logo and thus, you have successfully created a professional logo.

当你从头脑风暴中得到你初始的想法，并以此绘制出了草图后，你才可以跳到电脑前处

理你的logo。先尝试自己的大多数想法，再把作品发给你的客户听听他

们的意见，最后

才把logo完成。这样你就成功地创造出来了一个专业logo。

Critical Logo Design details you may be forgetting about

关于logo设计你可能遗忘的关键细节

You probably have a checklist, at least in your mind, of what goes into making a good logo

desig n. You may know how to design a logo and you’ve probably studied some of the great

however are you forgetting these four critical factors when you design your logos?

你可能有这么一个清单，或者至少在你心里应该有这么个清单，上面列着一个优秀logo所必须的

一些东西。你可能清楚怎样设计logo，你也可能研究过一些优秀的logo，但是在你设计你的logo

的时候你有没有忘记4个关键的部分？

Below are 4 logo design tips for areas that are often overlooked in logo design:

下面有4个提示，用来提醒大家logo设计中经常被忽视的地方：Ownership marks

Anchor point clean up

Colour functionality

The correct files

所有权的标志

定位点的清除

色彩的功能

正确的文件

Does the logo need an ownership mark?

Logo是不是需要所有权标志

Especially if you’re doing a logo for a product or service that belongs to a particular brand, they

may require you to put some kind of mark on it indicating its ownership: a reg istered mark ?, a

trademark ? or a service mark?

尤其是你为某个品牌的产品或服务设计logo的时候，他们可能会要求你把有些标志放上去，以告

知品牌的所有权：比如注册标志?，商标标志?，又或者是一个服务标记。If the logo you are creating requires one of these, work it into the design as the

Multimediums example above, don’t just tack i t on at the end. First you have to decide if you

want to use the same font as you have for the rest of the logo or would a more plain sans serif

be better?

如果你正在设计的logo需要加入这些元素，那么请像上面

“Multimediums”的logo一样，把这

些元素纳入到你的设计中去，不要最后才把它们硬塞进去。首先你需要决定，对这些元素你是

不是依然沿用logo中的字体，又或者是说一个更清晰的非衬线字体会更好。

Then kern the mark close to the other text or the image in the logo. Baseline adjust it so that

it looks like it belongs in the design. You may even consider knocking it out of a solid color

area of the logo, like in the Weaver logo above.

调整标志与logo中其他文字或图像的间距。调整基线，让它看上去是融入到了设计中的。你甚至

可以考虑在logo中的某个纯色区域里把它挑出来，就像上面“Weaver”中一样。

What does the logo look like larger?

Logo放大后是什么样子的？

You know that you have to make sure the logo will work at smaller sizes, but have you

considered that your logo might need to be blown up to fit on a billboard or tradeshow exhibit

someday? Creating professional logos isn’t just about how good it looks; it’s also about how

functional it is technically.

你清楚要保证当logo的尺寸很小的时候它能够起作用。但是你有没有考虑过，可能有一天为了把

你的logo放到某个广告牌或者是某个贸易展览会上，你需要把logo放大。设计专业的logo不仅仅

是要让它看上去美观，同时还考虑在技术层面上具有多大的效用。Zoom in as close as you can and check to make sure there’s no funny stuff going on with

anchor points or handles (divots, extraneous points and the like). You may not notice these

details when it’s small, but blow the logo up and they’ll be the first things your eye is drawn to.

Any logo (or Type) design made in Illustrator should never have many straypoints or

uneccesery points.

尽量放大，仔细检查确保没有低级失误：比如定位点或者是断面多余的点之类的。Logo的尺寸

不大时，这些细节问题你可能注意不到，但是一把logo放大这些东西马上就会吸引你的注意力。

任何在Illustrator里面设计的logo（或字体）都不应该有太多的没有必要或单独的点。

Will the chosen colors work?

你所选的颜色是不是有用

Sometimes the client will tell you what the corporate colors are, but if you get to decide,

choose colors that will match a variety of applications. Some colors are too neutral in their

value (yes, value, not hue) and either don’t stand out very well or don’t match well with most

other colors.

有的时候客户会告诉你他们企业的颜色是什么。但是万一要你来决定，你就需要选择适用范围

广泛的颜色。有的颜色在色阶上太过于中性化，有的这不够显眼，还有的则和其它颜色不搭

配。

PMS300 (a bright deep blue), for example, is an often-used color for logos, but is a very

difficult color to work with and you may end up using the pure black or knockout (white) version

of the logo instead! You have to consider how colors work for more applications than just the

stationary system you may create to go with the delivery of the logo. It may be used on

Stationary, Businesscards, Pens, Company Trucks, and Apparel. 以PMS300（一种亮丽的深蓝色）为例，这种颜色常被用到logo中。但这种颜色很难处理，最后

你就是用黑色和它搭配或者是用相反的颜色白色。你必须考虑到颜色的适应范围，而不仅仅是

只考虑你所设计出来传达logo的环境，这种环境相对稳定。Logo可能会被用到车站，名片，钢

笔，公司货车及服装上。

Do you have four high quality files ready to give the client?你是不是准备好了四份高质量的文件来交给你的客户？

Deliver high quality files to your clients includes taking into account all the ways the logo might

be used. Create a spot color-based file, a pure CMYK (i.e. no spot colors!) file, a pure black

and a pure white (knockout) file. That’s four files total that you should deliver to a client every

time. You can tell if you’re using a spot (aka P antone or PMS) color, a spot color converted to

a process (CMYK) color or a pure process color by looking at the Color Swatches palette.

要交四份高质量的文件给你的客户就要求设计师考虑到logo各种可能被使用的方法。建立一份只

有专色的文件，一份纯CMYK的文件，一份纯黑的和一份纯白的文件。

这就是每次你要交给你客

户的四份文件。最先你可以用某种专色，然后用调色版把它转换为原色（如CMYK）或者是某种

原色的纯色。

Clean up these files, too. Go into the Color Swatches palette and delete any extra color,

gradient or pattern swatches that weren’t used in the actual logo. You can also delete extra

brushes and graphic styles to further clean up the file.

文件也要清理干净。进到调色板里面把多余的颜色，渐变和一些logo

实际上不会用到的纹理删

掉。你也可以进一步的把文件清理干净，把多余的线条和平面效果去掉。You may want to add this to your check list of what makes a good logo:

你可能会考虑把以下这些纳入你的清单里面：

How is the ownership mark incorporated? 把所有权标志放进来的效果怎么样？

Does the logo reduce and enlarge as expected? logo 放大缩小后

的效果是不是如你所愿？

Will the chosen colors work in most contexts? 所选的颜色在大多数情况下是不是可行？

Do the files have the technical flexiblity for any possible use? 仅就技术而言，文件的适用性广

不广？

How to use Colour in Logo Design to Effectively Communicate the Right Message.

怎样在logo设计中使用颜色来有效地传达正确的信息。

When studying colour theory we are given an understanding of the colour wheel and the

harmonious relationships that can be forged between these brothers of reflecting light… It is

here that we are given a cheat sheet on how to use colour effectively to communicate the right

message. Below we use this knowledge to go behind the scenes of colour theory in logo

design while looking at various case studies of logo designs that use these principles. Enjoy!

学习与色彩相关的理论是我们了解了色相环以及色彩之间的协调关系。在这儿呢，我们做的小

抄可以告诉我们如何利用色彩来高效的传递正确的信息。接下来我们将运用这些知识来探究色

彩理论在logo设计中的使用范围，同时也来看看在各种logo设计实例中对这些原则的运用。

Colour Meanings & Theory

色彩的含义和理论

Colour can make or break a design so it is vital that you know what colours mean and what

they can communicate. Below are some ‘meanings’ of colour.

色彩可以造就一个设计也可以毁掉它,所以了解色彩的含义和它们所能传达的信息就显得至关重

要。以下是一些色彩的含义。

Red evokes aggressiveness, passion, strength and vitality.

红色使人联想到进攻欲望，激情，力量和生命力

Pink evokes femininity, innocence, softness and health.

粉色使人联想到女性，纯真，柔软和健康

Orange evokes fun, cheeriness and warm exuberance.

橘红使人联想到高兴，快乐和活力。

Yellow evokes positivity, sunshine and cowardice.

黄色使人联想到积极，阳光和懦弱。

Green evokes tranquility, health and freshness.

绿色使人联想到平静，健康和清新。

Blue evokes authority, dignity, security and faithfulness.

蓝色使人联想到权威，尊严，安全和忠贞。

Purple evokes sophistication, spirituality, costliness, royalty and mystery.

紫色使人联想到世故老练，心灵，奢侈，皇室及神秘。

Brown evokes utility, earthiness, woodsy-ness and subtle richness. 棕色使人联想到实用，大地，树木和富饶。

White evokes purity, truthfulness, being contemporary and refined. 白色使人联想到纯洁，坦率，活在当下和优雅。

Gray evokes somberness, authority, practicality and a corporate mentality.

灰色使人联想到忧郁，权威，实用性和企业精神

Black evokes seriousness, distinctiveness, boldness and being classic.

黑色使人联想到严肃，独特，大胆和经典。

Visa – Complementary

Visa卡—补色的运用

This is a great place to start. This is as straight as it can be – direct complementary colours, no

ifs, no buts. Yellow is directly opposite blue, so there isn’t a lot to talk about in this regard

really, other than the yellow i s a little orange, but let’s not too picky. Let’s have a look at the

meaning of the colours.

要谈补色，从这儿开始谈最好。再明了不过了，这个设计里面直接运用的就是补色，没有其他

的了。这个例子其实没什么好补充说的，黄色的补色就是蓝色，除了这个黄色有点点偏橘红

外。不过我们还是不要太吹毛求疵。接下来看看其他颜色的意义。Blue is a colour often associated with trust, loyalty, royalty, friendliness, wisdom and peace.

It can also be associated with the less noble feelings such as depression, but given the

context, not an association easily made—especially with our optimistic, wealthy and joyful

yellow sitting calmly on the shoulder of the logo.

蓝色经常和信任，忠诚，王室，友情，智慧以及安宁联系在一起。它同时也可以和一些负面的

感情，比如忧伤，联系在一起。不过这取决于上下文，而且这种联系也不是很好表现的，尤其

是当象征乐观，富有，欢乐的黄色静静的坐在logo一角的时候，这种联系就更难表现了。

Remember, colours have a multitude of different meanings for different people –it’s all about

context and the brand as a whole.

Wisdom, wealth and trust — what more could one ask for from a company at whom we throw

wads of cash?