2017-02-09

原創觀點

一個好的LOGO要具備那些功能

1、識別功能

識別功能——logo能夠表述出某組織、某項活動或某企業品牌的性質、服務和宗旨。通過logo的圖形、色彩等綜合設計,告知觀者它代表或象征了什么行業、什么品牌、什么宗旨等。logo作為一種視覺識別符號,能有效區別各種品牌給消費者的印象。也就是說,它能夠表述出個性特點,使某logo從眾多同類產品的logo中被區別出來。在整個人類社會中,它有著直觀、形象、不受語言文字障礙約束,起著共通的視覺表現的優點。如:我們理解可口可樂的品牌logo,總要比讀或寫出來的可口可樂品牌容易得多,因而,更易于迅速識別;同時logo易于遠距離輕松地識別,因此logo是企業形象識別系統的核心和基礎。

2、權益保護功能

權益保護功能——商標注冊使某組織、企業或品牌擁有某logo的知識產權,受到國家商標法的保護,具有法律上的專有性。別人不得偽造、仿冒,這是一種無形資產。世界著名的商標品牌,如美國的“可口可樂”、日本的“sony”、中國的“同仁堂”,都具有非常高的知名度和品牌忠誠度。企業可以通過自己的廣告形象宣傳或自身的聲譽來發展自己的品牌。無論采用哪種形式,logo的增值都將成為企業的一筆無形資產。由于受到法律的保護,logo也可以作為有形資產登入企業賬戶。如:美國“可口可樂”的商標在其公司的賬冊上的標價為幾百億美元。

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