Trademarks are the information expression of commodity symbols, a guarantee of the quality of commodities or business operations, and the basis for distinguishing and identifying commodities. A successful trademark should be an important factor in product promotion. A trademark is useful when it serves as a work of art that reflects the characteristics of the goods. In addition, the trademark should have simplicity and liveliness as its artistic characteristics, with a distinct and strong personality and a complete artistic image, showing the characteristics and attractiveness of the product.

A trademark consists of three aspects, namely image, name and color. The necessary condition for registering a trademark is to skillfully summarize all aspects of communication elements as graphics, making them simple and clear, so that they can adapt to visual and fashion requirements. The shape of a trademark refers to the visual graphics. Includes graphics and color. There are no obvious rules for graphics. In addition to black and white, colors also have certain regulations and cannot be abused. The purpose is to establish a unified visual image, facilitate identification, and avoid confusion. The pronunciation of the trademark refers to the pronunciation of the trademark. Trademarks such as Beijing brand, Lotus brand, and Bridge brand. Foreign trademarks such as KODAK, TOYOTA, and YAMAHA. The pronunciation of a trademark is the auditory symbol of the trademark, which has a great influence in publicity whether on radio and television stations or verbally. The meaning of a trademark refers to the meaning that people can understand after seeing its graphics and colors, reading or hearing its sound. According to the provisions of the Trademark Law, the shape and sound of a trademark cannot directly use the image and name of the product, nor can it directly express the quality, function, use, weight, quantity, main raw materials and other characteristics of the product. It can only use metaphors or metaphors. Symbolism to leave a good impression.

The elements of a trademark are as follows:

1. Informatization

In an era of rapid development, it is necessary to improve the attractiveness and recognition of products to the consumer public Therefore, the trademark image must express the product information in a concise and visual way. Trademark graphics, whether pictures or text styles, must be clear at a glance and comply with the principles of being easy to read, recognize, and remember. In other words, a trademark must have a signaling effect that allows people to quickly identify it, quickly convey product information, so that people can deepen their impression of it among similar products and create a favorable impression.

The information content of modern trademarks is mainly the brand name, production and business scope, company name, and a symbol of the nature of the product or company. Excessive and over-complex information will hinder the information transmission effect of the trademark. In order to simplify trademark information and enhance trademark effect, many companies combine the company name and product brand name into one.

The result of information simplification is the concentration of information, which makes the information transmission effect of the trademark more intense. The informatization of trademarks also requires that the direction of trademark information should be clear and unambiguous; business names and brand names should not be confused with other concepts and specific things. The performance of information not only depends on the transmission effect, but also the accurate choice of modeling and image, otherwise it will be difficult to condense the strong information power. Pay attention to the selection or processing of the image, because the expression of information is ultimately reflected by the image. According to a certain information direction, the effect of the trademark's image power should be grasped to focus the audience's understanding in the specific direction of the information.

2. Personalization

One of the artistic characteristics of trademarks is that they should be eye-catching, easy to recognize and remember. In addition to being concise, more importantly, they should be clearly different from others. Personal characteristics of other trademarks. Make it stand out in the "shelf competition" and have a sense of personality, creating an attractive advertising effect.

Trademark personalization lies in the grasp of design form. For example, if a unified standard font is used for trademarks with text and letter styles, the visual effect is only to convey information between them, and there is not much difference in image. If it is visually changed, it will give people a profound feeling. some.

In order to allow people to effectively identify and strengthen memory points, the design of the trademark should change the image. For example, Coca-Cola's smooth continuous handwriting trademark is like a fluctuating liquid, which is very consistent with the nature of its soft drink; the trademarks of Germany's Mercedes-Benz Automobile Company and Japan's Mitsubishi Group are composed of graphics and have distinctive personalities. feature.

3. Abstraction

The abstraction of a trademark refers to the abstraction of the brand name and image. For example, my country's traditional trademarks mostly use dragon, phoenix, unicorn and three stars of fortune, fortune and longevity, etc., which have a clear tendency to seek "auspiciousness". Then there are Jiefang, Bridge, Great Wall, West Lake, etc. that are named in fashionable language and place names. trademark. From the perspective of the scientificity and rationality of trademark naming, the above approach is unfavorable. As goods develop and become more internationalized, these trademarks will create unnecessary time barriers.

The abstraction of a trademark should be the coordination of the brand name and graphics with the nature of the product. If the product trademark information is complex and confusing, and a large number of specific images appear in the form of expression, the accurate information transmission effect of the trademark will be lost. Abstract artistic trademarks are based on the content of product information and strengthen the process of abstract visual expression through changes in form. Abstraction is a high-level summary and sublimation of concrete images. Logo design