1. Function:

　　标识的实质在于它的功用性。经过艺术设计的标识固然具有欣赏价值，但标识主要不是为了供人欣赏，而是为了适用。标识是人们停止消费 活动、社会活动必不可少的直观工具。标识有为人类共用的，如公共场所标识、交通标识、平安标识、操作标识等；有为国度、地域、城市、民族、家族专用的旗徽 等标识；有为社会团体、企业、仁义、活动专用的，如会徽、会标、厂标、社标等；有为某种商品产品专用的商标；都各自具有不可替代的共同的运用功用。具有法律效能的标识特别兼有维护权益的特殊任务。

　　The essence of logo lies in its function. The logo after art design has appreciation value, but the logo is not for people to appreciate, but for application. Logo is an essential visual tool for people to stop consuming and social activities. Signs are shared by human beings, such as public place signs, traffic signs, safety signs, operation signs, etc.; there are flags for the country, region, city, nation and family There are signs for social organizations, enterprises, benevolence, righteousness and activities, such as the emblem, logo, factory logo, social logo, etc.; there are trademarks for a certain commodity product, all of which have irreplaceable common use functions. Signs with legal effect have special tasks of safeguarding rights and interests.

　　2．辨认性：

　　2. Identification:

　　标识突出的特性是各具共同相貌，易于辨认，显现事物本身特征，标示事物间不同的意义，区别与归属是标识的主要功用。各种标识直接 关系到国度、集团乃个人的基本利益，决不能互相相同、混杂，以免形成错觉。因而标识需特征鲜明，令人一眼即可辨认，并过目不忘。

　　The prominent feature of logo is that each has a common appearance, is easy to identify, shows the characteristics of things, and marks the different meanings of things. The main function of logo is to distinguish and belong to things. All kinds of signs are directly related to the basic interests of the country, the group and even the individual. They must not be the same and mixed with each other to avoid the illusion. Therefore, the logo should be distinctive, recognizable at a glance, and unforgettable.

　　3．显著性：

　　3. Significance:

　　显著是标识又一重要特性，除隐形标识外，绝大多数标识的设置就是要惹起人们留意。因而颜色激烈醒目、图形精练明晰，是标识通常具有的特征。

　　Conspicuity is another important feature of logo. In addition to invisible logo, most logo settings are to attract people's attention. Therefore, the color is intense and eye-catching, and the figure is concise and clear, which is a common feature of logo.

　　4．多样性：

　　4. Diversity:

　　标识品种繁多、用处普遍，无论从其应用方式、构成方式、表现手腕来看，都有着丰厚的多样性。其应用方式，不只有平面的（简直可 应用任何物质的平面），还有平面的（如浮雕、园雕、恣意形平面物或应用包装、容器等的特殊式样做标志等）。其构成方式，有直接应用物象的，有以文字符号构 成的，有以具象、意象或笼统图形构成的，有以颜色构成的。多数标识是由几种根本方式组合构成的。就表现手腕来看，其丰厚性和多样性简直难以概述，而且随着 科技、文化、艺术的开展，总在不时创新。

　　There are many kinds of logo, which is widely used. No matter from its application, composition and performance, it has rich diversity. Its application mode is not only flat (which can be applied to any substance), but also flat (such as relief, garden carving, arbitrary flat objects or special patterns such as packaging, containers, etc. for signs). It is composed of direct application of objects and images, characters and symbols, concrete images, general figures and colors. Most logos are composed of several fundamental ways. In terms of performance, its richness and diversity are almost impossible to summarize, and with the development of science and technology, culture and art, it is always innovating from time to time.

　　5．艺术性：

　　5. Artistry:

　　凡经过设计的非自然标识都具有某种水平的艺术性。既契合适用请求，又契合美学准绳。给人以美感，是对其艺术性的根本请求。普通来 说，艺术性强的标识更能吸收和感染人，给人以激烈和深入的印象。标识的高度艺术化是时期和文化进步的需求，是人们越来越高的文化素养的表现和审美心理的需求。

　　All the designed non natural signs have a certain level of artistry. It not only conforms to the application request, but also conforms to the aesthetic criterion. To give people aesthetic feeling is the fundamental request for its artistry. Generally speaking, the logo with strong artistry can absorb and infect people more, and give people a strong and deep impression. The high artistry of logo is the demand of the period and cultural progress, the expression of people's higher and higher cultural accomplishment and the demand of aesthetic psychology.

　　6.精准性：

　　6. Accuracy:

　　标识无论要阐明什么、指示什么，无论是寓意还是意味，其含义必需精准。要易懂，契合人们认识心理和认识才能。其次要精准，防止预料之外的多解或误解，尤应留意忌讳。让人在短时间内了如指掌、精准体会无误，这正是标识优于言语、快于言语的优点。

　　No matter what is stated, indicated, implied or implied, the meaning of logo must be precise. First of all, it should be easy to understand and fit people's cognitive psychology and cognitive ability. Secondly, we should be precise to prevent unexpected misunderstandings, especially taboos. In a short period of time, it is clear and accurate, which is the advantage of logo over speech and faster than speech.

　　7．耐久性：

　　7. Durability:

　　标识与广告或其它宣传品不同，普通都具有长期的运用价值，不随便改动。

　　Different from advertisements or other promotional materials, the logo has long-term application value and is not changed casually.