Commercial activities in China appeared very early. There have been a lot of records about the activities of businessmen in pre-Qin classics, so there have been embryonic commodity marks. Many seals and marks indicating the producer's surname, name and place of origin in unearthed cultural relics are the origin of trademarks in China. For the existing physical objects, at the latest in the Northern Song Dynasty (960-1 126), illustrated commodity logos were made, including words and graphics. The copper plate with white rabbit as the product logo designed and manufactured by Liu Jia Needle Shop, which specializes in Kung Fu Fine Needle in Jinan, Shandong Province, is the earliest trademark found in China (attached figure 1). This white rabbit trademark. And graphics, almost square. The shop number of "Liu Jinan Jiagongfu Knitting Line" is engraved horizontally on it, and the figure of the white rabbit is carved in the middle. On both sides, "The White Rabbit in front of the door" is also engraved vertically, and there is a long postscript below. Compared with modern trademarks, this design has become quite standardized. Since then, the trademark has taken a step forward, giving words and pictures representing the quality characteristics of goods. When combined with goods, it has the meaning of blessing and celebration. From the Ming Dynasty to the mid-Qing Dynasty, China's trademarks did not develop and change much, which was related to the long-term policy of "emphasizing agriculture and restraining commerce" in successive dynasties, which set many obstacles on the road of industrial and commercial development, making the commodity economy unable to replace the natural economy. Therefore, the development of trademarks failed to reach a certain level. In ancient China, people's names, place names or shop names were used as trademarks. This is a pure word mark (Note: The so-called word mark refers to a trademark composed of words and numbers. ), far from expressing the characteristics of trademarks, did not give full play to the role of trademarks. So it is the most primitive and immature trademark. Some excellent trademarks in modern China are illustrated with pictures and texts, with rich meanings and the characteristics of modern trademarks. Second, the imagination is rich, and it is intrinsically related to goods or business; Third, it has the original symbolic meaning, which is different from other trademarks; Fourth, it embodies the spirit of the times and has the beauty of national style. The products and enterprises with these excellent trademarks were mostly household names at that time, with high popularity and reputation. Some enterprises, such as bergamot monosodium glutamate, Changyu wine, Xinyi pharmaceutical and Meilin food, are still famous brands. Visible, in fact, China's trademark has developed to a very high level in modern times. This has a lot to do with the invasion of foreign culture at that time. The first trademark law in China was 1904, which was drafted in April. The trademark law officially promulgated is1the Articles of Association for Trial Registration of Trademarks promulgated in June, 904, so the mark is 1904. It is called 1840- 1904, the first stage of modern trademark development in China. This stage belongs to the embryonic stage of modern Chinese trademark development. Due to the slow development of national industry and commerce in China, the number of Chinese trademarks at this stage is very small. However, there is a trademark that has to be mentioned. That is the "Weishui" brand trademark that was recorded in writing and first approved by the central government (attached figure 2). This trademark was applied by Shanghai Xiechang Match Company in Hongkou, Shanghai in the year of its establishment (1890), and was approved by Nanyang Trade Minister in charge of Shanghai trade affairs in the late Qing Dynasty. The trademark "Weishui" is used on matches. It is taken from the folk story "Jiang Taigong fishing", "The willing takes the bait". The logo of "Weishui" is a scene of Jiang Taigong and Zhou Wenwang playing and fishing by the Weihe River in Shaanxi Province. It is black and white. According to the classification of trademark structure, the trademark is word mark. According to the classification of trademark users, the trademark belongs to a commodity trademark. According to the classification of trademark use, change the trademark into a commercial trademark. Because of the unique meaning of "Weishui", this trademark is also a meaningful trademark or implied trademark. Xiechang Match was founded by Ye Chengzhong, one of the richest businessmen in Shanghai at that time, in order to challenge British businessmen and save the country through industry. It can also be said that the trademark "Weishui" is the product of China national capital enterprises resisting foreign invasion. In the history of Chinese trademark development, the period of1May, 923 was regarded as an important watershed in the management and development of modern trademarks in China. It was in May 65438+May 0923 that the first trademark office in China history was established in the Ministry of Agriculture and Commerce at the suggestion of Xie Fuchu, a representative of Shanghai industrial and commercial circles, and was approved by Beiyang government. During this period, new Trademark Law and Detailed Rules for the Implementation of Trademark Law were promulgated. This had a great influence on the later trademark management. Therefore, taking 1923 as the dividing line, 1904 to 1923 is called the second stage of modern Chinese trademark development. On September 1923, the Trademark Office of the Ministry of Commerce edited and published the first issue of Trademark Announcement for the first time. Four registered trademarks were approved in the announcement. The first registered trademark is the "Bingchuan" brand applied for registration by the famous industrialists Rong Zongjin and Rong Zongquan in Wuxi, Jiangsu Province (attached figure 3). The trademark "Bingchuan" came out as 19 10, and it was not until the Trademark Office of the Ministry of Agriculture and Commerce was established that it applied for registration. When was the "Bingchuan" brand registered? That is1August 29, 923. According to Article 16 of the Trademark Law, the exclusive use period of a trademark is 20 years, so the exclusive use period of the "Bingchuan" brand trademark starts from August 29th 12 and ends on August 28th 1923. "Bingchuan" brand trademark ranked first in the announcement. When a registered trademark is announced, Qin Rui, director of the Trademark Office, issues the Trademark Registration Certificate of the Trademark Office. Apply for registration according to legal procedures and become the first registered trademark in the history of trademark registration in China. The trademark pattern of "Bingchuan" brand shows the name of the enterprise at that time, and "Wustch Flour Factory" is the English name of the following company. In the middle below is the trademark name "Bingchuan" and the trademark pattern of a warship braving the wind and waves. The words on both sides of the trademark name and design are "Flour Made in Upper China" and "Tax Exemption Approved by the Ministry of Commerce" respectively. At the bottom are some English descriptions of flour, including the weight and specifications of each bag of flour. If there are any quality problems, we can guarantee a refund and so on. It should be said that as the first registered trademark, "Bingchuan" trademark can be described as very "modern". First of all, the brand name is concise and easy to understand, and the pictures complement each other. Thirdly, the trademark is in English, which should be very compatible with the "foreign language" in the dumping market at that time. The third is to add it to the trademark. Increase credibility and persuasiveness. According to the classification of trademark structure, a trademark is a combination of words and graphics. Visible trademark in China has reached an unprecedented height. During this period, the origins of many excellent trademarks in China were closely related to foreign cultures. To give two examples, one is the earliest art lacquer trademark "Horsehead" in China (Figure 4), which is due to the religious propaganda works of western missionaries. Product advertisements of western manufacturers and cheap picture books imported from foreigners into China were born. Shanghai Marley Craft Factory, born in 2009+09 19, is the earliest manufacturer of western painting pigments in China. The brand name "Matou" means "immediate success". It is hoped that Mali Craft Factory will continue to grow and take the lead in commercial competition. Therefore, the "horse's head" on the trademark pattern is full of magic, and the eyes are fixed on the front. This trademark is a combination of words and graphics (note: a combination trademark refers to a trademark composed of any two or more of the six elements of "words, graphics, letters, numbers, three-dimensional signs and color combinations"). The pattern is simple and easy to distinguish, and has stood the test of the times. It is a very complete and excellent modern trademark. The brand "Matou" is a well-known brand in the domestic art coating market so far, and it has finally lived up to the painstaking efforts of the original entrepreneurs. The other is the earliest wine trademark in China-"Double Kirin" brand (Attached Figure 5), and its user is Mr. Zhang Bishi, the pioneer of machine brewing in China. He invested in the establishment of Changyu Grape Brewing Company, the earliest industrialized grape brewing company in China (1894). During his tenure as Consul General of China, Mr. Zhang was entertained by a foreign friend of a French consul in Singapore and came up with the idea of producing wine on his own land in China. Later, in order to develop, he also introduced high-quality grape varieties from Germany, France, Italy and other countries, and invited senior foreign winemakers from Austria, the Netherlands and other countries. According to the international wine production practice, he also asked the company to store the wines for more than five years before selling them. In 2004 and 2005, Changyu Grape Brewing Company's "Double Kirin" brand wine won the best prize in the commodity exhibition competition held in Nanjing and Panama Pacific World Expo respectively. Become a world-class famous brand. The trademark "Double Kirin" highlights the distinctive features of the Chinese nation. "Kirin" is an auspicious animal in China legend, and "Qi" means a fine horse, symbolizing galloping thousands of miles. In the middle of the pattern is the name of the enterprise, and under the Chinese characters are grapes and grape leaves, which highlights the product characteristics of the enterprise, so it is a combination trademark combining words and graphics. As early as more than 90 years ago, this was rare. At present, there are more and more national industrial products in China, and most of their trademark patterns are simple and simple. Generally, only birds and animals are used, such as happiness and auspiciousness. Moreover, there are many trademark patterns with single black and white, red and white colors and thick lines, and the style is only the style of "Yuepai" New Year pictures. However, they are all trademarks of foreign goods, and rarely use trademark patterns that used to be the image of invaders (such as "robber" brands). China folk stories are often used as the main content of trademarks to cater to the joy of consumers in China. There are also many Chinese and foreign trademark development history. You can go to the portal of China Trademark Network, where I found them, hoping to help you. The website address is: (replace the period with. )www。 Cnlogo .cc/news/982768 1. Hypertext Markup Language