Trademarks are composed of certain words, graphics or their combinations. In addition to their original meanings, these words, graphics or their combinations also have certain formal meanings. From the appearance, the text itself is a kind of graphics, especially Chinese characters, a unique way of writing itself is also a kind of graphics. Even completely different words may look similar due to similarities in the way they are written. For example, the characters "金" and "全" are likely to look similar in appearance if they are written in consecutive strokes. Similarity in the pattern part is a more common phenomenon. For example, the shapes of wolves and dogs are inherently similar, and their graphics are easily confused by consumers. Such a set of trademarks is a trademark that is similar in appearance.

Trademarks that are similar in appearance may have the following situations: (1) The composition is similar. For example, one trademark has three circles side by side, while another trademark has three ovals side by side. (2) The colors are similar. For example, one trademark is three equal parts of a circle and is colored red, green, and blue, while another trademark is three equal parts of an ellipse, and is colored red, green, and black. The emphasis is on red and green. It can be concluded that the two are similar trademarks due to similar colors. (3) The arrangement method is similar. For example, the five-ring logo of the Olympic Games is composed of three rings on the top and two rings on the bottom. If a trademark has two rings on the top and three rings on the bottom, they should be regarded as similar in arrangement and become similar trademarks. (4) Chinese characters are similar due to the way they are written, such as "Quanxing" Daqu produced in Sichuan. There is a "Jinxing" Daqu that is very similar to the "Quanxing" trademark on the market. Due to the continuous strokes of the characters "Jinxing" and "Quanxing" in writing, it is difficult for ordinary consumers to distinguish between "Quanxing" and "Jinxing". (5) Similarity in appearance of trademarks due to differences in different languages. Just like a Chinese character, its writing method is exactly the same, but its meaning and pronunciation are very different between Chinese and Japanese. Trademarks composed of such characters may have similar or even identical appearances, but their meanings are very different.

In addition, some trademarks are made in pinyin, and this pinyin may happen to be another English word, or very similar to this word. If this English word is also a trademark, then they constitute the appearance of the trademark. Identical or similar trademarks. If a perpetrator uses a trademark that is identical or similar in appearance to someone else's and has a certain degree of popularity on goods or services that are not identical or similar, it will constitute trademark dilution, regardless of whether the similarity is in composition or color. , similarity in arrangement method, similarity in the way Chinese characters are written, and similarity in trademarks caused by language differences. For example, the "Maotai" trademark is a well-known trademark in my country, and the products it is registered for are alcoholic beverages. If someone uses the "Mao He" trademark on non-alcoholic goods, it is obvious that "Maotai" and "Mao He" are very similar both in appearance and in the way of writing Chinese characters. Consumers could originally buy liquor with the trademark "Maotai". Now, due to the similarity between "Maohe" and "Moutai", consumers may mistake "Maohe" for "Moutai". Consumers who were originally buying Maotai liquor may have ended up being attracted to other non-alcoholic products under the Maohe brand. Obviously, the use of the Maotai trademark damages the original distinctiveness and recognition of the Maotai trademark, and further damages the goodwill of the Maotai trademark, constituting the dilution of the Maotai trademark.