Visual Identity System (VIS) design

In the context of Visual Identity System (VIS) design, logo design is a mark that represents the characteristics of an entity. Known in foreign terms as a “logo,” it is a visual symbol, figure, or textual sign that conveys a message in a simple, recognizable form. Beyond simply identifying or replacing something, it also expresses meaning, emotions, and can guide actions.

Logos can be categorized by function into several types: trademarks, emblems, company logos, cultural symbols, social activity symbols, public service logos, service symbols, traffic signs, environmental marks, labels, and other symbols. These marks serve as a direct means of communication in social and production activities, becoming increasingly important in both spheres. Examples include national flags, emblems, public signs, safety symbols, and operational signs. Events like international conferences, sports events, postal services, financial institutions, government agencies, companies, and personal seals or signatures often feature distinctive logos. The visual nature of logos, unimpeded by language barriers, has led to their rapid adoption and development, making them one of the most effective tools for global communication. This has been recognized early on in China’s development, where both individuals and organizations understood the need to create logos.

The aim in designing a logo is to achieve a sense of unity and aesthetic appeal, ensuring the design resonates with the intended audience, both visually and emotionally. A well-conceived logo is a distilled, easy-to-remember symbol. Key principles in the design process include:

1. Understanding the purpose: The designer must fully grasp the intended use, scope, and any regulations related to the logo.
2. Cultural and social context: The logo should align with the target audience’s ability to perceive and appreciate its aesthetics, while also taking into account societal norms and taboos, which may vary across different regions and cultures.
3. Creativity and precision: The design must be original, insightful, and carefully thought out, reflecting the intended meaning and able to stand the test of time.
4. Composition and style: The design should balance simplicity and beauty, with both the graphic elements and the overall layout being aesthetically pleasing.
5. Color use: Colors should be used judiciously and reflect the purpose of the logo. Each color conveys emotions—whether warm or cold, heavy or light, near or distant—and these should align with the message being communicated. For example, blue is often used in technology and communication industries, while green is associated with agriculture or environmental organizations. Each color has its characteristics and emotional weight.

Logo design requires an artistic approach that encapsulates the brand’s values. A VIS designer uses their aesthetic sensibilities to convey the logo’s meaning in a tangible, visual form. The objective is to communicate corporate information clearly and efficiently. In the VIS system, logo design transcends mere aesthetics; it’s about creating a symbol with commercial and artistic value. This requires multidisciplinary knowledge, including semiotics, aesthetics, literature, psychology, marketing, and more.

The logo is the core of a brand’s visual identity, reflecting its essence and spreading widely as a unified symbol. Thus, logo design is fundamentally a commercial art, serving the product and subordinated to its business function. The challenge lies in transforming meaning into a visual image that can endure over time, resisting trends and clichés. Originality is crucial for success, and the best logos are born from deep exploration of the theme, ensuring they are distinctive, free of ambiguity, and clearly aligned with the purpose.

For example, the logo of the China Hotel in Guangzhou is like a philosopher speaking, rich in meaning yet instantly understandable. Its design is straightforward yet profound, showing how logos, as visual symbols, can convey information more powerfully than other artistic forms. Unlike general artistic creations, logo design is directly tied to commercial goals. It must reflect the intentions of the client, incorporate psychological factors for selling products, and consider local and international customs. A logo must differentiate its product from competitors, maintain originality, and, if for a long-established company, respect its history while remaining innovative. This foresight allows logos to remain relevant across time, avoiding obsolescence.

A classic example is the logo for the Bank of China, designed by Hong Kong’s Mr. Kan Tai-Keung. The design uses a coin shape to symbolize the long history of Chinese currency, employing bold, clean lines to convey the strength of the bank’s modern economic power. The combination of historical reference with modern design gives this logo a timeless appeal, reflecting the designer’s deep artistic skill and mastery of his craft. It’s a perfect example of finding the extraordinary in simplicity.