商标标志释义，即商标设计说明或设计意念，是设计者对其设计的图稿作文字的解释。我们常说，好的设计必须要有好的说明，尤其对“浓缩”的设计艺术——商标标志来说，其“说明”显得更重要。好的说明，不但要准确无误、言简意赅地反映设计者和其作品的意图和含意，且要文笔流畅，语词生辉，凭借短短的数十字或数百字的介绍，使客户和读者很快认识标徽并产生共鸣，因而词汇在标志设计释文中却有着举足轻重的作用。
企业商标标志释义通常有自己惯用的词汇，它们涉及到企业理念、行业特质、设计术语、美学、吉祥用语等等方面。若将这些词汇有机地搭配或举一反三地加以发挥运用，你就不会犯愁写不出好的释文了。
常见词汇：
一、商标、标志、标徽、厂标、司徽、标识
二、理念、思想、哲学、精神、信念、信条、目标、目的、宗旨、方针、性质、使命、宣言
三、意念、意义、意向、意境、含意、寓意、立意、示意、涵意、意象、意为、意味、概念、涵义、释义、说明、隐含、隐喻、暗喻、代表、表示、显示、象征、表达、反映、比喻、内涵、联想、点明、蕴含、揭示、印象、表明、体现、传达、展现、含义
四、设计、艺术、手法、定位、定格、创意、构想、构成、塑造、造型、形象、形态、结构、特征、态
势、演变、原理、元素、单元、连字、组字、抽象、具象、象形、图形、图画、图案、符号、写实、变形、漫画、吉祥物、纯文字、纯图形、图文结合、汉字组合、数字组合、符号组合、图像、外形、圆形、方形、三角形、直线、斜线、曲线、弧线、几何形、正形、负形、共形、共用形、整体、局部、实体、虚体、阴阳、点、线、面、黑、白、反复、对比、调和、节奏、渐变、突破、对称、均衡、平衡、反衬、借用、重叠、变异、幻视、连接、折带、装饰、立体、平面、空间、发射、排列、动感、起伏、肌理、叠透、旋转、交叉、相让、相背、相向、分离、积集、联合、内聚、外发、呼应、留白、彩、标准、辅助、暖、冷、相、彩度、明度、对比、邻近、标准字、基本形
五、美感、美观、流畅、庄重、严谨、潇洒、新颖、结合、组合、融会、层次、完整、准确、明确、鲜明、特、特性、独特、风格、风貌、个性、畅快、优雅、哲理、格调、面貌、价值、情感、主题、主调、心理、联想、共鸣、和谐、贴切、主体、简洁、简炼、精致、粗犷、高尚、品味、力度、强烈、壮美、优美、坚实、有力、直观、效果、夸张、点题、借笔、互补、相依、相托、
布局、营造、缩写、媒介、传递、信息、视觉、冲击力、诉求、主张、题材、素材、感性、理性、知性、人性、个性、共性、原创性、逻辑性、条理性、直观性、权威性、典型性、单纯性、鲜明性、艺术性、装饰性、识别性、标识性、规范性、准确性、适用性、实用性
六、企业形象、企业识别、CI战略、CI系统、理念识别、行为识别、视觉识别、文化、产品、经营、营
销、策划、广告、公关、品牌、名牌、高品位、消费者、服务、一流、好感、信赖、忠诚、诚实、团结、合作、交流、发展、开拓、创新、奉献、贡献、壮大、规模、稳健、开明、向上、飞跃、高效、高质、高产、协力、创业、效率、求实、务实、荣誉、信用、安全、奋斗、前进、腾飞、拼搏、健康、永恒、活力、爱心、温暖、博爱、清洁、品质、形象力、商品力、销售力、竞争力、开发力、领导力、研究力、创造力、亲和力、集团力、多元力、多角力、多样化、专业化、市场化、人性化、休闲化、都市型化、乡村型化、商品化、系列化、大众化。
七、现代感、传统感、魅力感、亲密感、信赖感、亲切感、期待感、正义感、安心感、稳定感、温暖感、强力感、坚实感、责任感、明朗感、活泼感、流动感、节奏感、明快感、跃动感、律动感、新鲜感、独特感、高级感。
八、国际性、地域性、社会性、民族性、大众性、时代性、现代性、传统性、都市性、超前性、未来性、进步性、优良性、进取性、创造性、杰出性、力量性、明朗性、活泼性、灵敏性、开朗性、温和性、亲和性、健康性、跃动性、摩登性、性、诚实性、协调性、独特性、方向性、专业性、技术性、基准性、趣味性、情绪性、成长性。
标志的来历，可以追溯到上古时代的"图腾"。那时每个氏族和部落都选用一种认为与自己有特别神秘关系的动物或自然物象作为本氏族或部落的特殊标记（即称之为图腾）。如女娲氏族以蛇为图腾，夏禹的
祖先以黄熊为图腾，还有的以太阳、月亮、乌鸦为图腾。最初人们将图腾刻在居住的洞穴和劳动工具上，后来就作为战争和祭祀的标志，成为族旗、族徽。国家产生以后，又演变成国旗、国徽。
古代人们在生产劳动和社会生活中，为方便联系、标示意义、区别事物的种类特征和归属，不断创造和广泛使用各种类型的标记，如路标、村标、碑碣、印信纹章等。广义上说，这些都是标志。在古埃及的墓穴中曾发现带有标志图案的器皿多半是制造者的标志和姓名，后来变化成图案。在古希腊，标志已广泛使用。在罗马和庞贝以及巴勒斯坦的古代建
筑物上都曾发现刻有石匠专用的标志，如新月车轮、葡萄叶以及类似的简单图案。中国自有作坊店铺，就伴有招牌、幌子等标志。在唐代制造的纸张内已有暗纹标志。到宋代，商标的使用已相当普遍。如当时济南专造细针的刘家针铺，就在商品包装上印有兔的图形和"认门前白兔儿为记"字样的商标。欧洲中世纪士兵所戴的盔甲，头盖上都有辨别归属的隐形标记，贵族家族也都有家族的徽记。
到本世纪，公共标志、国际化标志开始在世界普及。随着社会经济、政治、科技、文化的飞跃发展，到现在，经过精心设计从而具有高度实用性和艺术性的标志，已被广泛应用于社会一切领域，对人类社会性的发展与进步发挥着巨大作用和影响。一门新兴的科学--"符号标志学"应运而生已是历史必然。
Interpretation trademark logo, trademark design descriptions or design ideas, its design is the designer of the map drafters of the letter explained. It is often said that good design must have a good note, esp
ecially for "enrichment" Design Art -- trademark signs, "Note" appear to be more important. Good note, not only accurate, concise and comprehensive to reflect the designers and their works of intent and meaning, and must writes fluent, Words lin, just by virtue of the dozens of words or a few hundred words of introduction, so that the clients and readers quickly recognized emblems and resonate, therefore explained in cultural terms is very significant role.
Brand enterprises usually have their own interpretation of the terms used, they relate to business philosophy, industry characteristics, design terminology, aesthetics, auspicious terms, etc.. If these terms organic mix or draw play to be used, you will not be anxious write a good paper explained.
Common terms :
1, trademarks, symbols, emblems, factory standard, emblem, logo
2, ideas and thinking, philosophy, spirit, faith, creed, goals, objectives, purposes, principles, the nature and mission of the Declaration
3, ideas, significance, intentions, moods and meaning implies, provides, hint, meaning, imagery, meaning, mean that the concept of meaning, interpretation, that implied, metaphors, allude to the depu
ties and said, symbolic expression, reflection, analogy and connotation, Lenovo, highlighted contains revealed, the impression that, and reflect, communicate, display, meaning
车标志识别图
4, design, art, tactics, positioning, fixed, creativity, vision, composition, shape, form, image, form, structure, characteristics, posture, evolution theory, elements, modules, and even characters, words, the abstract and representational, pictographic, graphics, pictures, logos, symbols, realism, deformation, comic books, the mascot, text, graphics pure, Graphic combination of Chinese characters portfolio, digital portfolio, the combination of symbols, images, shape, round, squar
e, triangle, linear, oblique line, curve, curve, geometric shape, form is negative form, conformal, the sharing of shape, overall, and local entities, the imaginary body, the Yin and Yang, point, line, surface, black and white, and reconsidering contrast, reconcile, rhythm-oriented, breakthroughs, symmetry, balance, balance, contrast, use, duplication, variation, visual, connectivity, belts, decorative, three-dimensional, plane, space, launch, with dynamic, undulating texture, permeability Permian, rotation, overlapping, to give, in contrast, the opposite, separation, the plot sets, joint, cohesion, outsourcing, echoes, the canvas, color, Standard color, color support, warm, cold, hue, saturation, brightness, color contrast, the neighboring color, the standard characters, the basic shape
5, aesthetics, beauty, smooth, formal, rigorous, Encounters, which are combined portfolio, and with that level, complete, accurate, clear and distinctive features, characteristics, unique, style, character, personality and uninhibited, elegant, philosophy, style, outlook, values, emotions, themes, melody, psychological, and associative resonance, harmony, appropriate, in the main, simple, kindly to be as brief, exquisite, ruggedness, noble, taste, and strong, magnificent, beautiful, strong and powerful, visual effect, exaggerations, giving through T, complementary, interdependent, and that age, layout, building, the initials, the media, transmission, information, visual impact, aspirations, ideas, and subject, material, emotional, rational, intellectual, human nature, character, commonness, originality, logic, of the irrational, intuitive and authority, the typical, simple, clear, artistic, Decorative, identification, marking, standard, accuracy, applicability, practicality
6, the corporate image, corporate identity, CI strategy, CI system, philosophy identification, behavior recognition, visual recognition, culture, products, operations, marketing, planning, advertising, public relations, brand, brand name, high-grade, consumers, service, first-class, affection, trust, loyalty, honesty, solidarity, cooperation, communication, development, exploration, innovation, dedication and contribution to the growth, size, a strong, enlightened and progressive leap, efficient, high-quality, high-yield, synergies, entrepreneurship, efficiency, truth-seeking, pragmatic, honor, credit, security and strug
gle forward, to take off, perseverance and health, the eternal, vitality, love, warmth, love, cleanliness, quality, image, merchandise, sales, competitiveness, development, leadership, research, creativity, affinity groups, pluralism, more wrestling, diversification, specialization, market-oriented, humanistic, leisure, Urban, rural type and commercialized Serialization and popularization.
7, contemporary, traditional sense, a sense of charm, intimacy, trust, friendliness, a sense of hope, sense of justice and a sense of comfort. a sense of stability and a sense of wa
rmth and strong sense of a solid sense of responsibility and a sense of uncertainty, lively sense of a sense of movement and rhythm, Ming Arizona, jump buzz, legal buzz, along with a unique sense, the High flu.
8, international, regional, social, ethnic, the public, the nature of the times, modern, traditional, urban, transcendence, the future and progress, fine, progressive nature of creativity, excellence, strength, clarity, lively, sensitive, bright, modest, compatibility, health, and to life, modern, stability, honesty, coordination, unique, and directional, professional, technical, benchmarks, interesting, emotional, growth.
Mark the origins can be traced back to ancient times the "totem." At that time, each clan and tribe have
a choice and that they have a special relationship to the mysterious animals or natural phenomena as the clan or Tribal special markers (called Totem). Nuwa clan as a totem of the snake, Yu Huang to the ancestors of the Bear Totem, and the sun, moon and crows for Totem. It will be the first totem carved in the caves living and working tools later, the war and ritual as a symbol and become national flag national emblem. State produced, but it turns into the national flag, national emblem.
Ancient people in the production of labor and social life, to facilitate communication, marking significance of the types of things different characteristics and attribution continuously create and widespread use of various types of markings such as signs, the village superscript, Beiya, seal armorial other. Broadly speaking, these are signs. In ancient Egypt have found graves marked with the pattern of most of the containers manufacturer
文字标志设计
文字是人类文化的重要组成部分。无论在何种视觉媒体中，文字和图片都是其两大构成要素。文字排列组合的好坏，直接影响其版面的视觉传达效果。因此，文字设计是增强视觉传达效果，提高作品的诉求力，赋予作版面审美价值的一种重要构成技术。   
  在计算机普及的现代设计领域，文字的设计的工作很大一部分由计算机代替人脑完成了（很多平面设
计软件中都有制作艺术汉字的引导，以及提供了数十上百种的现成字体）。但设计作品所面对的观众始终是人脑而不是电脑，因而，在一些需要涉及人的思维的方面电脑是始终不可替代人脑来完成的，例如创意、审美之类。   
  在这里，想谈一谈在平面设计中文字设计的几条原则及文字的组合应注意的几点。特别提醒一下，这应该是人脑完成的工作，电脑是无法代替的。   
  一、文字设计的原则
  1． 文字的可读性：   
  文字的主要功能是在视觉传达中向大众传达作者的意图和各种信息，要达到这一目的必须考虑文字的整体诉求效果，给人以清晰的视觉印象。因此，设计中的文
字应避免繁杂零乱，使人易认，易懂，切忌为了设计而设计，忘记了文字设计的根本目的是为了更好，更有效的传达作者的意图，表达设计的主题和构想意念。
  2． 赋予文字个性：   
  文字的设计要服从于作品的风格特征。文字的设计不能和整个作品的风格特征相脱离，更不能相冲突，否则，就会破坏文字的诉求效果。 一般说来，文字的个性大约可以分为以下几种：   
（1） 端庄秀丽。这一类字体优美清新，格调高雅，华丽高贵。
（2） 坚固挺拔。字体造型富于力度，简洁爽朗，现代感强， 有很强的视觉冲击力。
（3） 深沉厚重。字体造型规整，具有重量感，庄严雄伟，不可动摇。
（4） 欢快轻盈。字体生动活泼， 跳跃明快， 节奏感和韵律感都很强， 给人一种生机盎然的感受。
（5） 苍劲古朴。这类字体朴素无华， 饱含古韵， 能给人一种对逝去时光的回味体验。
（6） 新颖独特。字体的造型奇妙，不同一般，个性非常突出，给人的印象独特而新颖。
  3.在视觉上应给人以美感：   
  在视觉传达的过程中，文字作为画面的形象要素之一，具有传达感情的功能，因而它必须具有视觉上的美感，能够给人以美的感受。字型设计良好，组合巧妙的文字能使人感到愉快，留下美好的印象，从而获得良好的心理反应。反之，则使人看后心里不愉快，视觉上难以产生美感，甚至会让观众拒而不看，这样势必难以传达出作者想表现出的意图和构想。
  4.在设计上要富于创造性：   
  根据作品主题的要求，突出文字设计的个性彩，创造与众不同的独具特的字体，给人以别开生面的视觉感受，有利于作者设计意图的表现。设计时，应从字的形态特征与组合上进行探求，不断修改，反复琢磨，这样才能创造出富有个性的文字，使其外部形态和设计格调都能唤起人们的审美愉悦感受