Design features of online store logos

Abstract

The paper is devoted to the study of the design features of online store logos as the basis of corporate identity, in order to systematize information about their standard solutions. In the course of the study, a comprehensive approach was used, methods of analytical and visual-analytical analysis of the object of research, systematization of information about the types of logos of 470 online stores that sell 27 different groups of products. The results of the study showed that the design features of logos of online stores depend on the group of products that they sell. For example, the arrangement of logos in the middle of the upper part of the cap is typical for online stores of jewelry, shoes, clothing, perfume and world-famous brands Chanel, Dior, Gucci, etc. According to the semiotic classification, online store logos belong to the linguistic and mixed types. Linguistic logos are typical for online stores of premium goods (clothing, shoes, perfumes, watches, antiques, jewelry), while mixed-type logos are typical for everyday goods stores. The color scheme of Logos is directly related to the field of activity of online stores. In the black-and-white color scheme, linguistic logos of clothing, jewelry, watches and shoes stores are often solved, and for online stores of flowers, plants and eco – goods, green logos are characteristic, for children's goods stores-single-color logos of red, pink and orange colors, or logos that include all the colors of the rainbow. Sans-serif fonts are most often used in the logo design of online stores. Serif fonts are typical for premium store logos, while handwritten fonts are typical for antiques, decor, and children's goods stores. The results obtained can later be used in the development of corporate identity and logos of new online stores.