A brief analysis on the new trend of logo design in the digital information era

The digital expression form and the new media technology application make the brand logo tend to be diversified in art style and expression form and also show a new development trend under the dissemination of the current social ideology and emerging media. The reform in the digital information era also promotes the continuous changes of the logo design trend. This paper aims to look forward to the development future of logo design through the research and analysis of the personalized, flattening, colorful and diversified design trend of logo design in the digital information era. 1. The design background in the digital information era With the development of science and technology, digital information technology has rapidly swept the world. The strong information wave promotes great changes of the current society and profoundly changes various fields, including politics, economy, culture, education, literature and art. The digital information era is different from any other era. The technology pace in the digital information era is faster and faster. From PC to the Internet to the big data era of the mobile Internet, the fast development of new technology and new media profoundly influences and changes various aspects in our work and life. In the media, the Internet and mobile Internet make information transmission faster and more diversified, so as to shorten the difference between the traditional media and the new media. And the transmitters and audience tend to be interactive and diversified. The rapid development of digital media technology brings great revolution to the design field. And the digital expression form and new media technology application make designers be able to use richer computer language to express design works. The development of various technology and media shows a wider development space of logo design for us. 2. Outline of logo design The logo design, referred to as LOGO design, is a kind of symbolic visual communication symbol, representing specific objects and symbolic context. Logo design is the art in a little space. It shall create a complete and beautiful graph in a limited plane and meanwhile it shall be easy to identify and unique. In addition, the logo shall accurately transmit the internal information content of the enterprise or brand. Therefore, as the foundation and basis of brand visual identification system, the logo is an important medium to transmit brand information. The brand logo reflects the brand image and determines the direction and trend of the overall development of visual identification system. The brand logo expresses the spiritual idea and cultural connotation of the brand through concise and simple visual image and skillfully uses symbol recognition, association and thinking ability to convey unique brand information to the audience. The logo is the product of economic development in a certain stage. It has deep times imprint. Compared to word language, the logo can fastly and directly express brand personality and convey brand information with its visual and graphical characteristics to enhance the brand memory of consumers. In order to accurately use visual image to convey the brand value and brand characteristics, the design style of logo design continues to evolve with the aesthetics of each era. 3rd International Conference on Economics, Social Science, Arts, Education and Management Engineering (ESSAEME 2017) Copyright © 2017, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 119