Instructions for trademark design

Trademark design must comply with the legal regulations and customs of the country and region where the goods are sold, and respect its national sovereignty and national characteristics. This has become the principle of trademark design for enterprises in various countries. . Trademark design is not simply a matter of general arts and crafts. We cannot only pursue the beauty and practicality of the trademark. At the same time, we must closely consider the legality of the design, the legal consequences after use, and its impact on the company's international marketing activities.

■Legal elements of trademark design

Legal elements of trademark design include the following aspects:

Constitution of trademarks

Laws of various countries Regulations on what constitutes a trademark vary.

As stipulated by the CIS countries, trademark components can be text, graphics, three-dimensional, combination or other various forms.

US Trademark Law stipulates that any literature, symbol or logo , or a combination of such things can be used as components of a trademark.

At present, a few countries in the world include the special style of packaging and containers as components of trademarks and allow registration.

As trademark competition becomes more and more fierce, some foreign manufacturers are doing everything possible to be innovative and innovative in trademark design to attract customers. They have launched scent trademarks and sound trademarks. Electronic data trademarks, transmission trademarks, etc. The trademark law of some countries such as Romania has stipulated that color, product shape or its packaging, sound, etc. can be used as statutory trademark components. However, most countries have not implemented legal protection for the above forms of trademarks.

China’s Trademark Law stipulates that trademarks should consist of words. Graphics or their combinations, except for other forms, cannot be used as elements of a Chinese trademark.

The distinctive features of a trademark

The uniqueness or recognizability of a trademark is its distinctive feature. Whether it is words, graphics, or a combination of words and graphics, the idea must be novel and Be unique in style and have characteristics that distinguish it from other similar trademarks.

The color of the trademark

The color of the trademark has a significance that cannot be ignored. Color is not a legal component of a trademark and generally cannot be independently used as a component of a trademark. But color is an integral part of a trademark and is one of the important signs that distinguish a trademark from other businesses.

If a trademark registered with a specified color needs to change the color after registration, it will be deemed to have changed the trademark image and must be re-registered. Since trademark color is of great significance to improving the efficiency of advertising, many well-known trademarks have designated colors when registering.

Trademark text and graphics

Some texts and graphics are prohibited from being used as trademarks. Countries have different regulations on prohibited trademarks. Pay attention to the differences.

Due to different customs, social and cultural backgrounds in different countries, some trademarks that are commonly used or loved by consumers in one country may not be suitable for use in other countries. In terms of trademark design, an international norm seems to have been formed, that is, when selecting the words, graphics and colors of the trademark, avoid using things that are banned in the country of sale or taboo to consumers.

Name of the trademark

Many countries ban geographical names as trademarks because geographical names are often considered to lack distinctive features.

Copyright protection of trademarks

The protection of trademarks includes the protection of trademark rights with property significance and the protection of trademark rights closely linked to the identity of a specific person. The copyright of trademarks Protection is the protection of personal rights.

■Design style and product marketing

Trademarks are generated and developed in the production and exchange of goods. The origin of trademark graphics in various countries around the world can be traced back to ancient primitive drawings. After a long period of development and change, trademark graphic design has gradually entered the era of mass communication, and trademark design has gradually become more professional.

Trademark designs in various countries form their own style characteristics under their own cultural background conditions;

In Germany, a design style that is rigorous and uses highly summarized visual graphics to spread information has been formed;

French trademark design is in line with fine art, emphasizing childlike and free expression;

American trademark design tends to lively free space combinations;

Japan Integrating the intuitive design method that embodies the Eastern cultural tradition and the European constructivist form into one, establishes its own trademark design style.

However, the development of trademark design in various countries reflects the same trend: from the iconic marks in the embryonic stage to complex painting patterns, and then to modern simple and bright geometric patterns: from concrete images to Convert to text or abstract geometric logo design.

An enterprise's trademark design is closely related to product development and marketing. Many foreign companies place trademark design in the strategic decision-making position of the enterprise, comprehensively consider various factors, and make comprehensive plans; in the specific design, a comprehensive study is conducted on the text, graphics, and color of the trademark, and the advertising effect of the trademark is made. Careful analysis.