What are the characteristics of a good trademark?

1. Good-looking

Trademarks are first for people to see. If there is no good visual effect, no matter how good other things are, It’s no use. But good-looking is not just casual. You must first do these things.

a) Clear the brand’s positioning, find the target audience, including consumers and information recipients, and use the aesthetics of the target audience to judge.

b) Conceive the main application scenarios of the trademark, and highlight the good looks in the main scenarios. For example, for an Internet company, the main scenarios are in various web pages, in conjunction with traditional lines. There are certain differences depending on the advertising channels.

2. Simple and clear

There is a proverb "The simplest is the best" (the simplest is the best), which is used in trademark design In principle, it is very appropriate. Simple content is eye-catching, easy to remember, and easy to apply. The specific methods are:

a) The use of simple patterns in design, such as Nike's check mark, Give people a deep impression of simplicity and liveliness;

b) Catchy short pronunciation, such as Didi, Coca-Cola, etc., leave a deep impression.

c) Numbers in the trademark The application will also have simple and direct effects, such as 58.com, 36kr, etc.; of course, the risk of rejection of trademark registration using pure numbers is higher. Except for particularly well-known brands that are retained in history, new trademarks are urgently needed for commercial use. Don’t take this risk when registering;

d) The use of single Chinese characters in trademarks, such as Qipai Men’s Clothing, Tiger Brand Tiger Balm, etc.;

e) The use of compound words in trademarks , such as Dingding Rental, Dangdang, etc.;

3. Recognition

The recognition of a trademark is mainly the symbolic attribute of the trademark. From the graphics to the name, what can a trademark convey to users? This is a relatively abstract and subjective judgment process. Here we can pay specific attention to the following aspects:

a) See if we can find some specific shapes and color combinations that can give a high overview of this industry;

b) Whether the derivation of this generalization in the design is in line with the target group’s fixed imagination of this industry, and whether it is easy for them to understand;

c) Identification of the professional industry , departments and institutions are very important, but for comprehensive enterprises and government departments, they are relatively weak or even unnecessary.

4. Uniqueness

Just like a person's name, the design of a trademark must be Pay attention to uniqueness, otherwise the trademark will lose its meaning to the public like "Xiao Ming".

a) First of all, it is "unique". There are no similar trademarks. If a logo makes people feel that it is similar to other logos, it will If it loses its "identification" function, no matter how beautiful it is, it cannot be considered a good logo.

b) The second is "special", which means emphasizing the distinctiveness of the trademark. The trademark design must be cleverly conceived. Break the rules and be different.

For example, to this day, when people see "dragon", they will think of China, because it is very different from the symbols of other nations. This kind of Uniqueness is a logo.

5. Meaningful

A trademark must have a specific meaning and statement, which is the highest requirement for trademark design. If we talk about the first four aspects They are all the shape of a trademark, and "meaning" is what makes a trademark have a soul. "Meaning" is the key to the connotation of a trademark, and it is also the core of brand communication.