1、1Study on the innovation of the localization trend of the enterprise logo designa case study of XiaAbstract. Corporate logo is not only the leading power in the mobilization of all the visual elements， but also the center of the integration of all the visual elements， and is also the public represen
2、tative of corporate brand identity. Therefore， corporate logo design， in the whole visual identity system design， has the vital significance. But as the business practice is constantly carried out， at the same time of the full release of the above functions， it should be stressed to establish the tr
3、end of localization. That is to say， the human elements in the enterprise area should be transplanted into the corporate logo， resulting in stronger obtained market recognition effect under the condition of enhanced identification contents. Key words： Corporate identity； the trend of localization； i
4、nnovation； Xiangxi enterprises Corporate logo is the patterns and texts to transfer the management philosophy， corporate culture， management 2contents， firm size， product characteristics and other factors to the public through the visual symbol of a unified standard that the modeling is simple and t
5、he meaning is clear， so that they can identify and recognize the business. The corporate logo is the core of the visual image， and it constitutes the basic characteristics of the corporate image， reflecting the inherent quality of the enterprise. Corporate logo is not only a leading power in the mob
6、ilization of all the visual elements， but also is the center of the integration of all the visual elements， and is the public representative of the corporate brand identity. Therefore， the corporate logo design， in the whole visual identity system design， has the vital significance. As the business
7、practice is constantly carried out， at the same time of the full release of the above functions， it should be stressed to establish the trend of localization. That is to say， the human elements in the enterprise area should be transplanted into the corporate logo， resulting in stronger obtained mark
8、et recognition effect under the condition of enhanced identification contents. In view of the above， the following will be discussed with the Xiangxi enterprises as an example. 31. Understanding of the corporate logo features It is not difficult to understand that the trend of localization of the co
9、rporate logo is still rooted in the general characteristics of the logo. This means that the starting point of the innovation of the corporate logo must satisfy these characteristics， and complete localization on the basis. Specifically， we can understand the characters of the corporate logo from th
10、e following seven aspects： 1-1. Identification Identification is the basic function of the corporate logo. With the logo of the unique personality to distinguish the recognition of the enterprise and its products is a “tool“ for the market competition of the modern enterprises. Therefore， the visual
11、 symbols of overall planning and design must have a unique personality and a strong impact force. In the CI design， the logo is the design elements of the information transmission function of the most visual cognition and identification. 1-2. Leadership Corporate logo is the core element of enterpri
12、se visual communication， and is the leading force for the enterprise to develop the information transmission. The leadership of the 4identity is the concentrated expression of the business concept and business activities， through and applied to all related activities. It not only has the authority，
13、but also reflects on the integration and diversity of visual elements， and other visual elements extend with the integral identify as the center. 1-3. Homoousia The logo represents the enterprise management， enterprise culture， enterprise scale， management contents and characteristics， which is the
14、symbol of the spirit of the enterprise. Therefore， it can be said that the recognition of the public of the identity is equal to the recognition of the enterprise. Only when the content of the enterprise business or the actual state of the enterprise and the external symbol the enterprise identifica
15、tion is consistent will it be possible to achieve the consensus of the society. 1-4. The modeling The theme and form of the corporate logo design are rich and colorful， for example the style of calligraphy of the Chinese and foreign words has the angular pattern in foreign language font with pattern
16、s， abstract symbols and geometric figures， so marking the shape changes is particularly lively. 5Whether the figure in the logo is good or bad not only determines the effectiveness of the logo communicating the enterprises， but also affects the consumer confidence in the quality and the enterprise i
17、mage recognition. 1-5. Ductibility The corporate identity is the most widely used visual elements of the highest frequency， which must be widely used in various media. The figure in the logo must be designed using many kinds of the variants of the correspondence and scalability according to the diff
18、erences of the printing methods， making technology， materials and the application projects， to produce the appropriate effect and performance with the production. 1-6. Systematicness Once the corporate logo is determined， then we should start identifying the delicacy operation of the logo， including
19、 the combination rules of the identification and other basic elements of the design. The objective is to plan for the future identification applications， to achieve the scientific management of the systematization， standardization， and regularization， in order to enhance the efficiency of the design
20、 work， and to maintain a certain level of the design. In addition， when the visual structure is diversified， we can 6use the strong identity to unify the relationship between enterprises， and use the different structures of unified identification but different colors， the same shape but different pa
21、tterns or the same logo， to strengthen the systematical spirit of the enterprise. 1-7. Temporal spirit In the face of the rapid development of the society， the life and ideology changing continuously and rapidly， and the situation of constant market competition， the identity formation of the modern
22、enterprise must have distinctive characteristics of the times. Especially， many old enterprises are necessary to review and improve the existing logo images. While retaining the old images， they should use the clean and clear design forms easy to remember， so that the corporate logo has distinct cha
23、racteristics of the times. Usually， the logo image update is ten years as a period. It represents the spirit of the pursuit of excellence， the enterprise innovation and change， the courage to create， to avoid image to become rigid and old-fashioned. The characteristics of the above seven aspects hav
24、e become the requirements that the localization innovation of the Xiangxi corporate logo needs to meet. 72. The analysis of the localization design process under the guidance of the above understanding According to Xiangxi customs and cultural elements， in the circumstances to meet the above seven c
25、haracteristics， we should follow the following design processes. And from them， we will effectively refine the innovation points. 2-1. Analysis of logo design and research The design of the trademark and the logo is not just a combination of the graphics or texts， but it is the standard visual symbo
26、ls formulated for the enterprises with the basis of enterprise structures， industry category， business philosophy， and fully considering the sign contact objects and application environment. In the design， first of all we should do a comprehensive and deep understanding of the enterprise， including
27、the basic intention of business strategy， market analysis， and the basic wills of the enterprise top management staff. These are an important basis for the design and development of the signs. The competitors understanding is an important step. The important function of the logo design is the recogn
28、ition， which is established in the full grasp of the competitive environment. 2-2. Logo design elements Element mining is the further preparation for the design 8and development work. Based on the analysis of the results of the investigation， we refine the structural types of the marker， the color o
29、rientation， and list the spirits and characters the logo should represent， mine out the related graphic elements， and find out the logo design direction， to have a definite object in view of the design， and not to combine the text and graph without objectives. 2-3. Logo design development With a ful
30、l understanding of the enterprise and the full grasp of the design elements， we may design and develop from the different angles and directions. The designers understand the marks， give full play to the imagination， use different performance， and combine the design elements into the design. The logo
31、 must reach deep meaning， clear characteristics， atmospheric modeling， stable structure， and the colors can be suitable for the enterprise， to avoid the convention or popularity. The focus and the representation reflected by different symbols may be different， and after analysis， discussion or modif
32、ication， we can find out the logo for the enterprise. 2-4. Logo design modification The logo determined at the proposal stage isnt probably 9perfect in the details. We should modify the standard drawings and the sizes， the application of black and white and the application of lines， and other differ
33、ent manifestation forms， to make the logo using more standard. At the same time， the structure and the characteristics of symbols used in different environment will not lose， in order to achieve the unified， orderly and standardized communication. In the design process we should also pay attention t
34、o the following points： （1）The logo design should be concise and bright， and infectious. No matter what method is used to design the logo， we should strive to the simple form， image clarity， attracting peoples attention， and also should be easy to identify， understand and remember.（2）Pay attention t
35、o the refined gracefulness， and accord with the aesthetic principle. It is also an indispensable condition of the successful identification. A pretty design is the unique artistic characteristic and the pursuit of the logo. In the design we should hold the word “beauty“， to make the symbolic form co
36、nform to the common perception of beauty of humans. Pay attention to four elements of point， line， surface， and body of logo design. In the use of formal rules， we should structure the beauty which can be independent of the specific 10matters.（3）The logo should maintain stability and consistency.（4）
37、The logo design must pay attention to the universality. In addition to the packing of the goods， and the mark decoration， the logo should also be suitable for TV broadcasting， neon lamp decoration， buildings， vehicles， and a variety of production process and related materials， including all kinds of
38、 stamping， printing， silk screen printing and color printing， to ensure that it is clear and legible in any conditions of use. 3. The innovation point extraction based on the above analysis From the foregoing analysis， the logo is a product of the modern economy. It is different from the imprint of
39、the ancient， and the modern logo is carrying the intangible assets of the Xiangxi enterprises， and is the media the information on Xiangxi enterprises transfers. The logo image as the main part of the CIS strategy of Xiangxi enterprises， in the transferring process of the Xiangxi enterprise images， is not only the most widely used element with the highest frequency， but also the most crucial element. The overall strength of Xiangxi enterprises， strong management mechanism， and the high quality products and services， have been included in the
