The origin of the logo can be traced back to the totems of ancient times.

At that time, each clan and tribe chose an animal or natural object that it believed had a special mysterious relationship with itself as a special mark of the clan or tribe (called a totem).

For example, the Nuwa clan uses snakes as their totems, Xia Yu's ancestors use yellow bears as their totems, and some use the sun, moon, and crow as their totems.

Initially, people carved totems on the caves where they lived and on their working tools. Later, they became symbols of war and sacrifice, as well as clan flags and emblems.

After the country was born, it evolved into the national flag and national emblem.

In order to facilitate contact, indicate meaning, and distinguish the types, characteristics and attributions of things, ancient people continued to create and widely use various types of marks in production labor and social life. Such as road signs, village signs, tablets, seals and coats of arms, etc.

Broadly speaking, these are signs.

Most of the vessels with logos and patterns found in ancient Egyptian tombs were the maker's logo and name, which were later changed into patterns.

In ancient Greece, signs were widely used. Stonemason-specific signs, such as crescent wheels, grape leaves, and similar simple patterns, have been found on ancient buildings in Rome and Pompeii, as well as in Palestine. .

China’s own workshops and shops are accompanied by signs, covers and other signs.

Paper produced in the Tang Dynasty already had dark markings on it.

By the Song Dynasty, the use of trademarks had become quite common.

For example, the Liujia Needle Shop in Jinan, which specialized in manufacturing fine needles at that time, printed the image of a rabbit on its product packaging and recognized the white rabbit in front of the door as its trademark.

The armor worn by European medieval soldiers had invisible marks on their head coverings to identify their belongings, and noble families also had family emblems.

By this century, public logos and international logos began to spread around the world.

With the rapid development of social economy, politics, science and technology, and culture, signs that have been carefully designed to be highly practical and artistic since the 21st century have been widely used in all fields of society and have a profound impact on human sociality. It plays a huge role and influence in the development and progress of China.

It is a historical necessity that an emerging science, semiotics, came into being.

As Western society developed to the 12th century, a system has been formed in trademark design. Production marks and commercial marks have been differentiated and distinguished, and they have different purposes in use.

Some countries have also formulated relevant trademark regulations, promoting the widespread use of trademarks in trade.

With the prosperity of business, businessmen use proprietary signs to promote and protect their rights and interests.

At the same time, the style of the logo is also decorative.

In the fifteenth and sixteenth centuries, printed trademarks became the main means of publicity, and signs were further improved.

Entering the period of the Industrial Revolution, industry and commerce in Western society developed rapidly, and productivity was highly developed. The invention of machinery and electricity announced the end of the history of primitive manual manufacturing. A large number of industrial products were mass-produced by factories and put on the market. , economic prosperity promotes people's needs.

During this period, logo design had an increasing impact on product promotion, and trademarks became a symbol of market competition and product quality and credibility.

Trademarks, together with printing, text, advertising, photography, etc., occupy an important position in commercial publicity and have become very important visual publicity media.

The form and content of logo design are constantly being renovated, new fonts and patterns are emerging in an endless stream, and logo design is more beautiful and novel. The commercial design industry has been subdivided into divisions of labor among design companies, printing companies, advertising companies, and Internet companies. , which has greatly promoted the progress of logo design and commercial design.

In the 19th century, logo design tended to be natural and vivid, and absorbed oriental artistic styles.

The Morris Movement of this period, also known as the Arts and Crafts Movement, played a certain positive role in promoting the progress of commercial design. It advocated the combination of functionality and aesthetics, which was very consistent with the modern design ideas of the 20th century. similar.

New design changes have emerged in Western countries, such as the Art Nouveau movement and the Art Deco movement.

The style of logo design pursues the perfect combination of artistry and merchandise.

At the beginning of the 20th century, modernist design was born, which profoundly affected commercial design thinking.

Emphasizing the characteristics of conveyance, communication and humanization, the style is concise and a large number of geometric lines are used, which reflects the modern aesthetic point of view.

After the 1930s, the developed economy of the United States provided a good development environment for modernist design, and modernist design has been widely developed in the United States.

A large number of famous logos and designers were born, such as UPS United Express, IBM, Coca-Cola, Pepsi, as well as the logos of Japan's Minolta Optical and Panasonic Corporation.

The history of logos has accompanied the development of human commerce. It was not until modern and modern industry and commerce was formed that the true meaning of logos was gradually perfected.

In the thousands of years of ancient Chinese civilization, the logo interprets the development and evolution history of primitive commercial civilization.

Since humans began to exchange goods, primitive seals have been produced. At that time, they were mainly used to prove the origin and quality of goods during exchanges, and to put seals on products for promotion.

During the Warring States Period, many pottery vessels were stamped with seals.

The origins of seals and logos are synchronous. Seals are the prototype of logos, and they are both symbols with identification functions.

Inscriptions with the producer's name and family logo were also found on many exquisite bronzes from the Han Dynasty.

On the bottoms of porcelain and lacquerware from the Tang and Song dynasties, the manufacturer's trade name, as well as quality and anti-counterfeiting marks are marked.

In ancient times, trademarks were widely used in store advertisements in various forms, such as flags, banners, signboards, etc. Trademarks that combined pictures and texts appeared, or auspicious patterns were added to them. It means contentment and happiness and satisfies consumers’ purchasing psychology.

For thousands of years, China’s trademark design style has basically maintained its unique style and has not changed significantly.

Until the Opium War in 1840, foreign powers opened China's door. With the large-scale entry of foreign goods into the country, China's trademark form also underwent tremendous changes.

After the Opium War, foreign goods were dumped into China, and the great powers also manufactured foreign goods in the concessions and sold them to various places. In order to protect the interests of the great powers in China, the great powers forced the Manchus to sign the "Trademark Charter". A Trademark Registration Bureau was opened to register trademarks for foreign goods.

Since then, China has entered the historical era of registered trademarks.

At the beginning of the 20th century, in Shanghai, Tianjin, Guangzhou and other cities that were greatly affected by foreign economies, many people engaged in commercial art advertising appeared and created a number of well-known trademarks, such as "Lao Dao" Brand" cigarettes, "Tianchu Brand" MSG, etc., some are still in use even today, witnessing the development history of China's modern industry and commerce.

After the founding of New China, trademarks also experienced the transformation from a planned economy to a market economy.

In an era of material scarcity, trademarks only played a role in distinguishing product types and managing them.