The earliest known trademark in ancient China is an advertisement for Jinan Liujia Acupuncture Shop during the Qingli Period of the Northern Song Dynasty:

It is engraved with the title "Jinan Liujia Kungfu Acupuncture Shop" with a white rabbit in the middle. On the left and right of the picture of the medicine, there is a mark "Recognize the white rabbit in front of the door as a reminder", and below it is engraved advertising text explaining the quality of the product and the sales method: "Buy high-quality steel bars, make fine needles, do not cut corners, people Just use it, if it is sold, please forgive me." The whole page is full of pictures and texts. The white rabbit pounding the medicine is equivalent to the logo of the store. The advertising text highlights the quality and sales method of the needle. This advertisement can be used as the wrapping paper of the needle shop or as an advertising poster, both of which play an advertising role.

The shop trademarks in Zhang Zeduan's "Along the River During the Qingming Festival" include "Liu Family Colored with Sandalwood and Neem Fragrance", "Zhao Taicheng Family", "Yang Family Yingzheng", etc. This is indeed a true reflection of Tokyo's famous trademarks. Drug stores such as Dujin Goujia, Caojia Dushengwan, Zhang Daihua Facial Wash, Jinguier, etc. are common in Tokyo.

The naming of shops in the Song Dynasty was basically the same as today:

"Mengliang Lu" records the various famous brand shops favored by the citizens at that time:

< p> Such as Chenjia Colorful Silk Shop, Shujia Paper Tie Shop, Tongjia Tallow Candle Shop, Lingjia Toothbrushing Shop, Kongjia Turban Shop, Xu Maozhijia Fan Shop, Xu Guanren Futou Shop, Niujia Belt Shop, Zhangjia Ironware Shop, Zhangjia Ironware Shop, etc. Ancient Rouge Shop, Qi Baiyi Color Shop, Sanbuqi Medicine Shop, Zhongjiaguang Brand Shop, Xiangjia Yunti Silk Shoes Shop, Li Guanren Shuangxing Jiedu Pills, Zhujia Guiji Shop, Yinjia Text Shop, Chen Mama Clay Mask Wind Medicine Shop, Bao Master He's Black Plum Medicine Shop, Qi's Rhinoceros Skin Shop, Peng's Wenzhou Lacquerware Shop, Guijia's Flower Shop, Zhou's Folding Fan Shop, Chen's Painting Fan Shop...

At that time, the restaurant still had a "wine cover". As shown in "A Picture of Along the River During the Qingming Festival": a rectangle, from top to bottom, is divided into three straight panels, green and white. The middle one is cyan, then the two left ones are red; the middle one is white, then the two left ones are red. blue. You can write "new wine" and other big characters on it. Some write "Jiu Hai Hua Zong" to indicate famous brand wines, or "Brew into spring, summer, autumn and winter wine, intoxicating people from the east, west, north and south" to attract customers.

——The shops at that time all participated in the guild, and disputes between them were adjusted by the guild in cooperation with the government. Generally, there would be no counterfeiting, otherwise we would not be able to continue in this industry