What is a logo?

Logos, logos, and trademarks are products of the modern economy. They are different from ancient imprints. Modern logos carry the intangible assets of an enterprise. It is the medium for enterprise comprehensive information transmission. As the most important part of a company's CIS strategy, the logo is the most widely used, most frequent, and most critical element in the process of corporate image transmission. The company's strong overall strength, perfect management mechanism, high-quality products and services are all embodied in the logo. Through constant stimulation and repeated portrayal, it remains deeply in the hearts of the audience.

Logo design fixes specific things, events, scenes and abstract spirits, concepts, and directions through special graphics, so that when people see the logo, they will naturally associate it with the company, thereby creating a positive impression of the company. Generate recognition. The logo is closely related to the operation of the enterprise. The logo is an indispensable element of the enterprise's daily business activities, advertising, cultural construction, and external communication. As the enterprise grows, its value continues to grow. Someone once asserted: "Even if a fire burns away all the assets of Coca-Cola, Coca-Cola can get back on its feet with its trademark." Therefore, companies with a long-term vision attach great importance to logo design and understand the role of logos. In the early stages of enterprise establishment, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If it cannot objectively reflect the corporate spirit, industry characteristics, and scientific modeling A beautiful logo will cause unnecessary waste and losses to the company as it develops and undergoes changes and adjustments. After the Bank of China changed its logo, only the outdoor media that were removed and replaced nationwide caused a loss of 20 million yuan.

Xidong is committed to the establishment of corporate logos, trademarks and image systems, using advanced foreign development processes and gathering professionals from all aspects to provide you with everything from preliminary research, discussion and analysis to design and development, and post-service services. Create a gold medal logo suitable for your business. Xidong has rich experience in logo design. "Capital Group", "China Water Group" and "Huanai Ceramics" are all our masterpieces. Xidong combines China's long history and culture to develop excellent logos suitable for Chinese enterprises. We hope that we can establish cooperation and do our part for the development of your enterprise!

2. The role of logo

1. Recognition

Recognition is one of the important functions of corporate logos. Under the market economy system, competition continues to intensify, the public is faced with complicated information, and there are countless logos and trademark symbols. Only logos with distinctive characteristics, easy to recognize and remember, profound meanings, and beautiful shapes can stand out among peers. It can distinguish it from other companies, products or services and leave a deep impression on the audience, thus increasing the importance of logo design.

2. Leadership

Logo is the core of corporate visual communication elements and the leading force for corporate information dissemination. In the visual identification system, the shape, color and application method of the logo , directly determines the form of other identification elements, and the establishment of other elements is centered around the logo. The leadership position of the logo is a concentrated expression of the company's business philosophy and activities, which runs through all business activities of the company and has an authoritative leadership role.

3. Identity

The logo represents the company's business philosophy, cultural characteristics, and value orientation, reflects the company's industrial characteristics and business ideas, and is a specific symbol of the corporate spirit. The public's recognition of a company's logo is equivalent to its recognition of the company. The logo cannot be divorced from the actual situation of the company. It goes against the purpose of the company and only does superficial work. It loses the meaning of the logo itself and even has a negative impact on the corporate image.

4. Connotation

With the operation of enterprises and the continuous dissemination of corporate information, the connotations represented by logos are becoming increasingly rich, and the business activities, advertising, cultural construction, Public welfare activities will be accepted by the public and engraved in their minds through the memory of the logo. Over time, when the public sees the logo again, they will think of the products they have purchased and the services they have received, thus connecting the company with the public. Get up and become a bridge connecting enterprises and audiences. 5. Innovation After a logo is determined, it is not static. With the changes of the times, the evolution of historical trends, and changes in social background, the original logo may no longer be suitable for the current environment.

For example, the evolution of the logos of "Shell Oil" and "Pepsi-Cola" are vivid examples. Changes in the business direction of the enterprise and changes in the receiving group will also make it necessary to innovate the logo. In short, the logo is always suitable for the enterprise and closely integrated with the important elements of the enterprise's business activities.

3. Logo design process

1. Research and analysis

A logo is not just a combination of graphics or text, it is based on the corporate structure, Industry categories, business philosophy, and full consideration of the objects and application environments that the logo comes into contact with, and standard visual symbols formulated for enterprises. Before designing, you must first have a comprehensive and in-depth understanding of the company, including business strategy, market analysis, and the basic wishes of the top leaders of the company. These are important basis for logo design and development. Understanding competitors is also an important step. The important role of logos, namely identification, is based on a full grasp of the competitive environment.

2. Element mining

Element mining is to further prepare for the design and development work. Based on the analysis of the survey results, extract the structural type and color orientation of the logo, list the spirit and characteristics that the logo should embody, explore relevant graphic elements, and find out the direction of logo design, so that the design work is targeted, rather than focusing on text and graphics. A purposeless combination.

3. Design and development

With a comprehensive understanding of the enterprise and a full grasp of design elements, design and development work can be carried out from different angles and directions. Through the designer's understanding of the logo, they give full play to their imagination and use different expression methods to integrate design elements into the design. The logo must have profound meaning, obvious features, grand shape, stable structure, and color matching that is suitable for the enterprise, and avoid becoming cliché. or popularization. Different logos will reflect different emphasis or appearance. After discussion, analysis or modification, a logo suitable for the enterprise will be found.

4. Logo modification

The logo determined in the proposal stage may not be perfect in details. After standard drawing, size correction, black and white application, line application, etc. of the logo, it will be different. The modification of the form of expression makes the use of the logo more standardized. At the same time, the characteristics and structure of the logo will not be lost when used in different environments, achieving unified, orderly, and standardized communication.

What is a trademark?

According to Article 15 of the World Trade Organization’s Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPS), a trademark is defined as follows: “Any trademark that is capable of distinguishing the goods or services of one enterprise from those of others. The mark or combination of marks of an enterprise's goods or services should be able to constitute a trademark. "It can be seen that a trademark is a mark that distinguishes the source of goods or services, such as the "Tong Ren Tang" trademark used on human medicines and civil aviation services. "Phoenix" trademark and so on. A trademark is a sign, but it is different from a mark. Only a mark that meets certain conditions can be used as a trademark.

Judging from the trademark regulations in various countries around the world, trademarks should meet the following conditions: (1) The trademark must be associated with specific goods or services; (2) The trademark must be visible, including text. , graphics, letters, numbers, three-dimensional logos and color combinations, as well as combinations of the above elements; (3) The trademark should have distinctive features. Only signs with these elements can distinguish one company's goods or services from those of other companies. Therefore, the complete legal definition of "trademark" should be: words (including letters, letters, letters, etc.) with distinctive features used by producers (including manufacturing, processing, and selection) and operators of goods on goods or packaging and containers of goods. Numbers), graphics, lines, three-dimensional marks and color combinations, as well as combinations of the above elements, are visual signs used to distinguish one's own goods/services from those of others.