Trademark is the product of modern economy, belongs to the intangible assets of enterprises, and is the medium to spread enterprise values in an all-round way. Logo design * * trademark should have the following characteristics.

1, unity: the logo represents the business philosophy, cultural characteristics and value orientation of the enterprise, reflects the industry characteristics and business philosophy of the enterprise, and is a concrete symbol of the enterprise spirit.

2. Identifiability: Identifiability is one of the important functions of trademarks. A trademark with distinctive features and deep impression on the audience is of great benefit to product marketing and product promotion.

3. Leadership: In the visual identification system, the shape, color and application of trademarks directly determine the forms of other identification elements, while trademark design determines the design style and style of other visual products. Product packaging and publicity design should be consistent with the trademark style and form a system.

4. Moral: The connotation of a trademark is getting richer and richer. When people see a trademark, they will think of the products they have bought, the advertisements they have seen, the services they have received and so on. Therefore, trademarks are a bridge connecting all activities and users of enterprises.

5. Innovation: After the trademark is determined, it will evolve with the trend of the times. For example, the logo evolution of "Shell Oil" and "Pepsi Cola" are all positive examples. Shang Wei project planning