What is logo?
Logo is the English expression of logo or trademark, the change of Greek logo and the product of modern economy. It is different from ancient marks. Modern signs bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. In the process of corporate image communication, it is the most widely used, frequent and key element. Through constant stimulation and repeated portrayal, it is deeply left in the hearts of the audience. However, logo is not a trademark. We must take the trademark to the Trademark Office to apply for registration. Only by successfully registering a trademark can the brand be protected by law.
What is a trademark?
Trademark is a sign used to distinguish one operator's brand or service from other operators' goods or services. A trademark is a symbol with distinctive features and a product of modern economy. It consists of characters, figures, letters, numbers, three-dimensional symbols, colors or the combination of the above elements. What is the registered trademark approved by the state? Registered trademark? , protected by law. The trademarks we usually talk about are all registered trademarks.
What is a brand?
In 1960, the American Marketing Institute gave an earlier definition of a brand: a brand is a name, term, logo, symbol and design, or a combination of them, in order to identify a seller or seller's products or services and distinguish them from competitors' products and services. A trademark refers to a brand or a part of a brand that has applied to a trademark registration agency according to legal procedures, been examined and approved, and been granted the exclusive right to use a trademark. Trademarks are protected by law, and no one may copy or use them without the permission of the trademark registrant. It can be seen that the brand has a wider connotation.
The Relationship and Difference between Brand and Trademark
If the brand is compared to a huge iceberg, the trademark is only a small part of the iceberg. A trademark is an inseparable part of a brand. It is just the symbol and name of the brand, which is convenient for consumers to remember and identify. But brands have richer connotations. Brand is not only a symbol and name, but also contains vivid spiritual and cultural content. Brand embodies people's values, symbolizes people's identity and expresses people's feelings. For example, the brand connotation of Coca-Cola goes far beyond? Coca cola? The symbols and names of these words reflect generations of Americans. Optimism? American culture. Mercedes-Benz symbolizes the owner? Success and status? . It is a big trademark country, and the current number of trademark registrations has ranked first in the world; It is also a country with weak brands. The most valuable brands in the world are 100, and there are only a handful of brands. It takes a long and arduous process for a registered trademark to become a real brand, just like building the Great Wall of Wan Li.
Principles and misunderstandings of brand naming
Brand naming and logo design is a step of brand building, and it is also an important step to make brand image deeply rooted in people's hearts and lasting. The following six points hope to help you who are overwhelmed by the name!
1, be novel and unique.
For example:? 85 degrees Celsius? There is also a small brand story about the origin of this name. It is said that the boss of this enterprise found that coffee brewed with 85 degrees water tastes better, so he suddenly had an idea and wanted to be a coffee shop. However, when it was actually made, it was unexpectedly made into a dessert shop. In any case, from the perspective of brand naming, this name is still successful, bringing a fresh air to the dessert industry.
2. Better prompt categories
When we hear. Master Kong? 、? Mengniu? 、? Wuliangye? When waiting for the name, it is easy to know which industry these brands are related to. So, from this perspective: Master Kong? This name is better than? Unification? Good; ? Mengniu? This name is better than? Erie? Good; ? Wuliangye? This name is also better than? Maotai? All right.
3. Easy to understand, identify and write.
For example, Mengniu launched high-end milk? Telunsu? When, among them? Aaron? Can be written? Allen. Or? Allen. Wait a minute. However, they used the simplest one? Aaron? . The purpose is to make the brand name easy to identify and write.
4. Lenovo is better
For example:? Goldlion? What was the original name? Golden lion? As a result, this brand can't be sold in Hong Kong. Because,? Golden lion? Does the pronunciation of ""sound like Cantonese? Lose everything? Hong kong people who emphasize feng shui and good luck will definitely not buy it. Therefore, it had to be renamed? Goldlion? .
Step 5 avoid common names
For example:? Panda? Cell phone? Bright? Dairy industry? Lenovo? Computer? Innovation? Problems such as technology are common names, not coined words. Besides, the current trademark law basically doesn't allow you to register a common name, so why not just take a common name? Legal protection? You can't even get through this.
6. Make sure you can register.
It was a piece of cake for us to register a brand 30 years ago. However, after 30 years, we cannot register a brand. Because, the name you thought of, others thought of it, and registered before you. This is a very realistic problem. Therefore, each brand name should be inquired on the trademark network and the industrial and commercial network, and then the registration application can be submitted after confirmation.