Universality means that a trademark should be widely applicable. The universality of trademarks is determined by the characteristics that trademarks need to be displayed in different carriers and environments, which can be roughly divided into the following three aspects.

The universality of (1) trademarks in different environments. From the perspective of trademark recognition, trademarks are required to be enlarged or reduced, displayed in different backgrounds and environments, and used in different media and changing effects. In other words, a successful trademark, whether enlarged or reduced, whether in a short distance or a long distance, whether in a complex environment or an empty space, whether in a dynamic environment or a static environment, can ensure that viewers can identify the trademark in time and quickly.

(2) trademarks should be universal in packaging design. Trademarks should be universal in product modeling, packaging and other aspects, which requires that the modeling of trademarks should be both beautiful and practical, and attention should be paid to coordinating trademarks with specific product attributes, packaging and performance characteristics.

(3) Trademarks should be universally used in printing and publicity media. It is required that trademarks should not only be suitable for plate-making printing, but also be suitable for the reproduction process characteristics of different material carriers. For example, the image of a trademark should not only be applied to the reproduction process of metal materials such as sculpture, plastic, pottery and forging, but also to the reproduction process of self-adhesive materials and neon lights, as well as the reproduction process of TV screens.