How to design a corporate logo?

Corporate logo is a special graphic communication symbol that displays the corporate image and related corporate information. It conveys corporate culture to people through graphics, text, etc., and plays a guiding role. The specific design methods for corporate logos are as follows:

First, follow certain logo design principles.

First of all, make a simple composition for the logo based on the nature of the company and have a certain idea. Profound conception and concise composition should reflect the ingenuity of conception in the design, and express the composition that comes to mind in a relatively concise and vivid way, in a simple and concise form, so as to reflect the originality and thought-provoking effect. The conciseness and generalization of the logo mentioned here does not mean simplicity, but simple form but rich connotation is the sublimation of simplicity.

Secondly, the logo needs to be novel, unique and unique. The logos of different companies should have their own characteristics and avoid being similar to other logos, so as not to cause legal disputes in various industries.

Finally, starting from the overall logo, the visual communication effect must be strong. Only by using exaggeration, repetition, rhythm, symbolism, meaning and abstraction in design can we achieve the effect of easy recognition and memory. Vivid and easy-to-recognize logos use vivid shapes and graphics to form a visual language, strive to be vivid and have strong personality, and avoid simple reproduction of natural forms.

Second, grasp the form of logo design.

Logo design has the formalization of unified change, symmetry and balance, rhythm and rhyme, harmony and contrast, proportion and scale. When designing, you can compose from these aspects to show a unique styling style.

Third, choose a clear logo theme.

When designing a logo, you need to know the relevant information of the company, take the corporate philosophy as the theme, the business content and product appearance as the theme, the historical communication and hell environment of the company or trademark brand as the theme, etc. . Comprehensively understand corporate knowledge and integrate it into design.

The above are just basic design methods. The design of the logo needs to be designed according to the designer's own style and constantly innovated. How to design a trademark

There are very rules for registering a trademark. How to design a unique trademark? Then take a look at how to design a trademark that I bring to you below. Maybe you are among them. required.

What are the suggestions for trademark design?

1. Choose a good English name

In fact, choosing a name composed of English letters is the first step for enterprises to take. Internationalization is necessary for conducting cross-border operations. This is because of the international development of enterprises, and corporate logos and standard words are easily recognized, accepted, and pronounced by as many people as possible around the world. That is, people from any region, skin color, race, and culture can recognize it.

Since English letters and Arabic numerals are symbols recognized by intellectuals of different nationalities, cultures, and skin colors around the world, corporate logos and standard words that use English letters as elements must be universally applicable. Passage. Except for English letters, marks composed of any other elements have strong regional and national characteristics, which increases the difficulty of dissemination and makes it difficult to become famous all over the world.

Japan’s Sony, Panasonic, Honda, Toyota, Germany’s Siemens, and Sweden’s Ericsson all use non-native English letters As company name and brand name.

2. Separate registration for local (native culture and language) and English registrations

Integrated registration is a strict saving, but separate registration brings huge flexibility. Among well-known brands in various countries, it is very rare for Heyi to be registered.

3. Trademark uniqueness is very important

The logo composed of trademark elements is generally a word, which does not exist before you use it.

In trademark review, this issue is called "distinctiveness", that is, uniqueness. This is what confuses many Chinese people. They all like to choose words that everyone knows, such as "Lenovo", "China", "Great Wall", etc. In fact, these are bad trademark concepts.

The connotation and amount of information contained in the word "corporate trademark" should be all about the company. When the public's sight and hearing come into contact with this logo, all the information reflected in their minds is information about this enterprise, and there will never be any other miscellaneous information that interferes with the company's information dissemination.

On the contrary, if this word is existing and originally meaningful, then when the public comes into contact with this word, the information reflected in this word will be confusing, which will affect the accurate and clear communication of corporate information to the outside world.

This kind of brand name difference is not easy to protect, and can also lead to ambiguity. Sometimes a word is praiseworthy in the United States, but it may be derogatory in Islamic countries, which is not in line with the universal principles. For example, domestic "junk" carpets have encountered great obstacles in exporting, because the English word "junk" in English not only means sailboat, but also means garbage and rags. Shanghai's White Elephant Battery also suffered the same thing, because "awhiteelephant" is a "useless thing". It can be seen that the international brand name that is feasible everywhere is best to be an English word that has no meaning in itself. IBM and Rejoice are good examples.

A simple and effective method is to search in a well-known search engine. It is appropriate to have a small number of results.

4. The trade name (trade name) is consistent with the brand trademark

At present, in developed countries, it has become a common practice in developed countries to use the special part of the trade name as a trademark for registration. practice. Such as Japan's "Hitachi" and "Toyota", Germany's "Bayer", etc. The practice of integrating trademarks and trade names not only achieves the effect of simultaneous publicity of trademarks and trade names, but also obtains protection from dual legal systems.

Currently, mainland China’s regulations prohibit domestic companies from using languages ??other than their own, including English as font sizes (TCL is a strange exception). You can be sure that this regulation will change sooner or later. Trademarks and trade names belong to corporate strategies, and companies should take a long-term approach.

5. The domain name is consistent with the brand trademark

If you want to apply for registration of a US trademark in the future and be able to put a ? mark on the registered trademark, you must prove that the trademark you want to register It is already "in use" in the United States, which means you are using your trademark to market your products or services in the United States. How can we meet this demanding condition? A more convenient and effective method is to register and run a website with the address "your trademark text (English).COM". In this way, you will have sufficient evidence to prove that the trademark you want to register has been used in the United States.

Registering and running a website with the same trademark (in English) as yours may have unexpected benefits. First of all, if you find that your trademark (in English) has been registered as a website address by someone else, you should redesign your trademark in time. This is because in this case, even if you successfully register your trademark, the owner of the website can still sue you for infringement of his trademark rights because he used the trademark before you.

In addition, registering and running a website that is consistent with your registered trademark will virtually enhance the overall image of your registered trademark. In the era of electronic commerce, if a company (or a trademark) does not have its own website, it will easily arouse suspicion from others.

6. Avoid being similar to any famous trademark

The ownership of a trademark is determined by the prior rights of the trademark. In other words, whoever uses a trademark first will own the trademark. Therefore, judging whether a trademark infringes the rights of another trademark depends on who uses the trademark first.

However, it does not mean that any two identical trademarks are not allowed to exist at the same time. At this time, another criterion for judging whether a trademark is infringed is whether the appearance of the new trademark will cause customers of the first trademark to mistakenly regard the second identical trademark as the first trademark. If two trademarks are in completely different industries or different regions, have different customer groups, and have different sales channels, then two identical trademarks can exist at the same time.

However, this judgment standard does not apply to those famous trademarks. For example, if you use McDonald's trademark or even a similar pattern to sell cars, which seems to have nothing to do with the fast food McDonald's sells, the court will still find you infringed. In fact, even if the court makes a final decision in your favor, it will be difficult for you to have the energy and financial resources to fight with a large company in court until the day the judge makes the decision.

So, an important principle when choosing a trademark is to avoid being similar to any famous trademark. Otherwise, it will bring you endless trouble.

What are the benefits of a word trademark?

General trademarks can contain words and images. However, we recommend that when you apply for a registered trademark, it is best to focus on text.

This is because:

When applying for a registered trademark, the search for existing trademarks (including registered and unregistered ones) is mainly based on text. This makes it difficult to determine whether your trademark image is the same or similar to an existing trademark image. Including the trademark pattern when registering a trademark will undoubtedly greatly increase the probability of rejection of the registered trademark application. At the same time, even if your application is approved, the possibility of others suing you for trademark infringement in the future is greatly increased. For example, McDonald's has successfully tried several times in court to prevent other trademarks from using the similar golden bow pattern in its trademark. This means that the owners of these trademarks must abandon their currently registered trademarks, redesign and apply for new registered trademarks;

One of the most important criteria for judging whether a trademark is similar is to see whether its text is similar to other trademarks. The words in the trademarks are similar. If you successfully register a word trademark, you have actually deprived others of the right to use the same name to promote their products or services, regardless of how the pattern of their trademark is different from yours. This has actually achieved your purpose of registering a trademark;

Except for a few trademarks with huge advertising investment and extremely special designs, it is generally difficult for people to remember the pattern of a certain trademark and base it on it. Establish a connection between the trademark image and the product or service. What your customers can remember is the text content of your trademark. Registering a word trademark can achieve twice the result with twice the result;

When using a registered trademark in the future, you can use the registered trademark (with the mark) and the unregistered pattern trademark at the same time. Intuitively, this is not much different from registering a trademark pattern and text together.

Another advantage of doing this is that if you need to modify the trademark pattern in the future, you do not need to apply for a new trademark. History has proven that the frequency of modifications to trademark images is much greater than the frequency of modifications to trademark text.

Of course, if the trademark pattern you design is truly unique and has great market value, you should include it when applying for trademark registration. Another more feasible method is to register the pattern trademark and the word trademark separately. In this way, even if the registration of the pattern trademark is rejected, or the pattern trademark is challenged by others for trademark infringement in the future, it will not affect your registered word trademark.

Which signs cannot be used as trademarks

The following signs cannot be used as trademarks:

(1) The same as the country name and national flag of the People's Republic of China , the same or similar national emblem, military flag, medal, or the same name as the name of a specific place where the central state agency is located or the name or figure of a landmark building;

(2) The same name or national flag of a foreign country , the national emblem or military flag is the same or similar, except with the consent of the government of that country;

(3) The name, flag, or emblem of an intergovernmental international organization is the same as or similar, except with the consent of the organization or it is not easy to Except those that mislead the public;

(4) Identical or similar to the official mark or inspection mark indicating the implementation of control and guarantee, except for authorized ones;

(5) Same as The names and symbols of "Red Cross" and "Red Crescent" are the same or similar;

(6) are ethnically discriminatory;

(7) exaggerate and promote Deceptive;

(8) Harmful to socialist morals or have other adverse effects;

(9) Geographical indication: the trademark uses a geographical indication, but does not originate from illegal in the area.

Place names of administrative divisions at or above the county level or foreign place names known to the public shall not be used as trademarks.

Trademark registration process

Trademark registration process 1. Formal review

After formal review, the application procedures are complete and the application documents are filled in in accordance with regulations, the Trademark Office will issue Send a notice of acceptance.

If the application procedures are incomplete or the application documents are not filled in as required, a notice of rejection will be issued and returned, and the application date will not be retained.

If the application procedures are basically complete or the application documents are basically in compliance with the regulations, but if supplements and corrections are needed, the Trademark Office will issue a notice of supplements and corrections to the trademark registration application. If the applicant makes corrections within the time limit and returns it to the Trademark Office, the application date will be retained; if the applicant fails to make corrections or makes corrections beyond the time limit, the Trademark Office will issue a notice of rejection and return it, and the application date will not be retained.

Trademark registration process 2. Substantive examination

After passing the formal examination, the trademark application enters the substantive examination. After substantive examination, any trademark application that complies with the relevant provisions of the Trademark Law will be initially reviewed and approved by the Trademark Office and announced.

If the application is rejected, a rejection notice will be issued to the applicant.

If the Trademark Office believes that the contents of the trademark registration application can be revised, it will issue an examination opinion. If the applicant responds within the time limit, the Trademark Office will continue the examination.

For trademarks that have been preliminarily approved after review, the China Trademark Office will announce them in the "Trademark Announcement".

Within three months from the date of announcement, anyone can object to a trademark initially approved by the China Trademark Office.

If there is no objection or the objection is ruled not to be established, the China Trademark Office will approve the registration, issue a trademark registration certificate, and announce it in the "Trademark Announcement"; if the objection is ruled to be true, the registration will not be approved.

Request for review

If the applicant is dissatisfied with the Trademark Office’s rejection of the trademark registration application during the trademark registration process, he or she may request a review from the Trademark Review and Adjudication Board. The Trademark Review and Adjudication Board will make a final decision on whether to approve registration or not, and notify the applicant in writing. If the party concerned is dissatisfied with the Trademark Office's objection ruling, he or she may request a review from the Trademark Review and Adjudication Board. The Trademark Review and Adjudication Board will make a final decision and notify the parties in writing. How to make your own logo

The first step is to choose the type of LOGO you want to design. I have sorted out three common LOGO compositions to share with you: The first one is a pure English font design. form, such as Coca-Cola. The second type is a pure Chinese composition form, such as the logo state. The third type is the composition form of graphics + standard words. Today I’m going to explain how to simply design the third form of LOGO.

The first step is to determine the meaning and intention of the LOGO you want to design. For example, we want to design a LOGO for "Marketland". We started thinking, what kind of graphics can represent our theme? Many keywords came to mind: initial letter B? Use mouse? Use pencil? Yes, use pencil. The image of a pencil is the most intuitive, and it is easier to summarize it with graphics. So I started to come up with a draft.

Finally decided to use pencil as the main component. When the pencil is presented to us, it has three sides. As shown in the picture, we started to draw a simple prototype of the LOGO. The concept is standardized layer by layer, starting from the shape of a pencil. The final result is also very good, and the feeling of negative space makes the entire draft appear more concise.

The graphic part of the theme is ready, let’s start with the creative design of standard fonts. Start by drawing a sketch.

Then the hand-drawn manuscript is made into an electronic manuscript, and then the graphic part and the text part are combined. During the production process of electronic manuscripts, it is important to accurately measure the size of each angle. A good LOGO should be rigorous and win from details.

The choice of color matching, because the word "Bang" makes people think of "the country is prosperous", which is more grand. I decided to use blue as the main color for my design.

Finally, the LOGO design is completed. Add the required information in the small print. That's it.

You can also use PS for effect processing. The effect is as follows.