Trademark design knowledge: The role of trademark (TM)

1 Identification

is one of the important functions of an enterprise’s trademarks and logos. Under the market economy system, competition continues to intensify, the public is faced with complicated information, and there are countless logos and trademark symbols. Only logos with distinctive characteristics, easy to recognize and remember, profound meanings, and beautiful shapes can stand out among peers. It can distinguish it from other companies, products or services and leave a deep impression on the audience, thus increasing the importance of logo design.

2. Leadership

Trademarks and logos are the core elements of corporate visual communication and the leading force for corporate information dissemination. In the visual identification system, the shape, shape and form of trademarks and logos Color and application methods directly determine the form of other identification elements. The establishment of other elements is centered around trademarks and logos. The leadership position of trademarks and logos is a concentrated expression of the company's business philosophy and activities. It runs through all business activities of the company and plays an authoritative leadership role.

3. Identity

Trademarks and logos represent the company's business philosophy, cultural characteristics, and value orientation, reflect the company's industrial characteristics and business ideas, and are specific symbols of the corporate spirit. The public's recognition of corporate trademarks and logos is equivalent to their recognition of the company. Trademarks and logos cannot be divorced from the actual situation of the company. Trademarks and logos that violate the purpose of the company and only do superficial work lose the meaning of the trademark or logo itself, and even have negative consequences for the company. Negative impact on corporate image.

4. Connotation

With the operation of enterprises and the continuous dissemination of corporate information, the connotations represented by trademarks and logos are becoming increasingly rich, and the business activities, advertising, and culture of enterprises Construction and public welfare activities will be accepted by the public, and will be engraved in the mind through the memory of trademarks and symbols. Over time, when the public sees the trademarks and logos again, they will think of the products they have purchased and the services they have received. Thereby connecting enterprises with the public and becoming a bridge between enterprises and audiences.

5. Innovation

After a trademark or logo is determined, it is not static. With the changes of the times, the evolution of historical trends, and changes in social background, the original logo will May no longer be suitable. For example, the evolution of the trademarks and logos of Shell Oil, Pepsi-Cola, and Yipinweike are all vivid examples. Changes in the business direction of the enterprise and changes in the receiving group will also make it necessary to innovate the logo. In short, the trademark and logo are always suitable for the enterprise and closely integrated with the important elements of the enterprise's business activities.

6. Aesthetics

Trademark design is not just a symbol. The real meaning of a trademark is to express a complex thing in a concise form in a corresponding way. Trademark is a "little piece" in design, but it is also the most difficult in design. It has the selective characteristics of using small to see big, using less to win more, and using one to compare with ten. Trademark design creates a form with multiple meanings through the clever combination of words and graphics. , which is more concentrated, stronger and more representative than other design requirements. The outstanding performance lies in the visualization of the design summary, which is characterized by simplicity, simplicity and distinctness, which is clear at a glance; it is concise, accurate and lively and interesting, and it has immediate effect. The effect of conveying meaning