Graphic trademark refers to the logo that is only composed of graphics and used for goods or services. There are many kinds of materials that can be extracted from graphics. Graphic trademarks are characterized by vivid images and easy recognition and memory (scientific research shows that people's memory ability of images is obviously higher than that of words). Moreover, a good graphic trademark can even convey corporate culture and win the recognition of customers. But its disadvantage is also obvious, that is, it is not convenient to call and describe. For example, we can easily identify the trademark of Pepsi, but it is difficult for us to clearly describe what the graphic trademark of Pepsi looks like in simple language. The picture below shows the graphic trademark of Pepsi.
The so-called word mark refers to a trademark used for goods or services composed of Chinese characters, letters, numbers or other characters. Compared with graphic trademarks, the most important feature of word mark is that it is easy to call and describe. Because the transmission of text information is obviously easier than image information, the transmission cost of symbols is also lower, and even some good symbols have been transformed into our daily vocabulary. For example,? Baidu? Word mark of Baidu Company. When you don't understand a term, others may say to you? Baidu? . Of course, the word mark also has shortcomings, that is, it is not easy to identify and remember. For example, many people have drunk Coca-Cola, but few people can label it? Coca cola? Spell it out. Especially for people who don't know English at all, it is more difficult to recognize and remember words.
The above answers are my personal views and opinions. If you have other better ideas and opinions, please leave a comment below for discussion.