1. Function:
標識的實質在于它的功用性。經過藝術設計的標識固然具有欣賞價值，但標識主要不是為了供人欣賞，而是為了適用。標識是人們停止消費 活動、社會活動必不可少的直觀工具。標識有為人類共用的，如公共場所標識、交通標識、平安標識、操作標識等；有為國度、地域、城市、民族、家族專用的旗徽 等標識；有為社會團體、企業、仁義、活動專用的，如會徽、會標、廠標、社標等；有為某種商品產品專用的商標；都各自具有不可替代的共同的運用功用。具有法律效能的標識特別兼有維護權益的特殊任務。
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．辨認性：
2. Identification:
標識突出的特性是各具共同相貌，易于辨認，顯現事物本身特征，標示事物間不同的意義，區別與歸屬是標識的主要功用。各種標識直接 關系到國度、集團乃個人的基本利益，決不能互相相同、混雜，以免形成錯覺。因而標識需特征鮮明，令人一眼即可辨認，并過目不忘。
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．顯著性：
3. Significance:
顯著是標識又一重要特性，除隱形標識外，絕大多數標識的設置就是要惹起人們留意。因而顏色激烈醒目、圖形精練明晰，是標識通常具有的特征。
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．多樣性：
4. Diversity:
標識品種繁多、用處普遍，無論從其應用方式、構成方式、表現手腕來看，都有著豐厚的多樣性。其應用方式，不只有平面的（簡直可 應用任何物質的平面），還有平面的（如浮雕、園雕、恣意形平面物或應用包裝、容器等的特殊式樣做標志等）。其構成方式，有直接應用物象的，有以文字符號構 成的，有以具象、意象或籠統圖形構成的，有以顏色構成的。多數標識是由幾種根本方式組合構成的。就表現手腕來看，其豐厚性和多樣性簡直難以概述，而且隨著 科技、文化、藝術的開展，總在不時創新。
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．藝術性：
5. Artistry:
凡經過設計的非自然標識都具有某種水平的藝術性。既契合適用請求，又契合美學準繩。給人以美感，是對其藝術性的根本請求。普通來 說，藝術性強的標識更能吸收和感染人，給人以激烈和深入的印象。標識的高度藝術化是時期和文化進步的需求，是人們越來越高的文化素養的表現和審美心理的需求。
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.精準性：
6. Accuracy:
標識無論要闡明什么、指示什么，無論是寓意還是意味，其含義必需精準。要易懂，契合人們認識心理和認識才能。其次要精準，防止預料之外的多解或誤解，尤應留意忌諱。讓人在短時間內了如指掌、精準體會無誤，這正是標識優于言語、快于言語的優點。
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:
標識與廣告或其它宣傳品不同，普通都具有長期的運用價值，不隨便改動。
Different from advertisements or other promotional materials, the logo has long-term application value and is not changed casually.
