Trademark is a symbol used by modern industry and commerce to distinguish the quality, specifications and characteristics of certain goods or services manufactured or operated. Generally, words, graphics, or marks are used to mark product packaging, signboards, advertisements, and other media. The basic function of trademark graphic design is to convey information and concepts, but communication itself is not the ultimate goal, but a kind of The form and means of symbols can influence consumers' attitudes, opinions, and emotions, thereby achieving the purpose of establishing a brand and image in front of the public. In modern commodity competition, trademarks have always been at the core. Trademarks play a decisive role in how a company's products are introduced to the market, how to guide consumers, and how to expand its popularity. However, the current basic knowledge of trademark design should also be improved accordingly in order to design good trademarks for enterprises. As the core content of corporate culture, trademarks are the legal protection of design trademarks or logos. Trademark graphic designs generally appear on goods and are called "trademarks"; when they appear on non-goods, they are called "logos". Trademark design is a visual and graphic communication strategy. Its trademark design is not simply another illustration of a name or English or Chinese pinyin. It is a highly refined secondary creation that accurately conveys the image, concept, and cultural taste of a certain product of a certain company or factory to consumers.
Trademark design should aim at accurate communication. Designers should have high cultural literacy, treat every design with a responsible attitude towards customers, and have an in-depth understanding of customers. At the same time, modern trademark design also requires designers to not only be able to operate the design software, but also have corresponding mastery of history, poetry, music, ancient characters and other subjects. Only in this way can we better design trademarks with elements for our customers. Speaking of which, our companies are accustomed to trademarks, corporate logos, and company names, each boasting about it and having nothing to do with it. This is unique, right? But this is a very non-standard product. According to advertising communication theory, "trademark", "logo" and "company name" are unified, that is, "trinity". Unfortunately, the trademarks, logos (LOGOs) and company names of most of our companies are not uniform. This will inevitably lead to confusion in visual communication and waste of advertising costs. Instead, we should learn from Japanese and Korean corporate names. Such as: "Panasonic Corporation", "Hyundai Corporation", "Mitsubishi Corporation" and so on. Their corporate trademarks, logos, and company names are unified. In fact, according to the calculation method of communication science, when a product is launched, the advertising cost is 500,000 yuan, and when the second product is launched again, the advertising cost is only one-half of the cost of one product. , it has already achieved twice the result with half the effort. If the name of a product's manufacturer or company is not consistent, both products require an investment of 500,000 yuan. In fact, there are many examples of this. Some products are already well-known in the minds of consumers, but the manufacturer of this product is not known, which is very sad.
However, while designing a trademark, the designer should have the ability to guide customer consumption and properly display the image of his company. A company's trademark is, to a certain extent, the soul of the company. A good trademark design should have the following characteristics: First, it has tension, that is, it has a certain symbolic meaning; it is easy to identify and can accurately convey the company's product appeal; third, it has a certain sense of beauty. Only on this basis can we grasp the industry characteristics and cultural connotation of the enterprise and design a good trademark.
For example: around 2000, when I was designing the trademark for "Kunming Lanmao Tea Co., Ltd.", I encountered many problems. At first, customers always looked at the two words "Yunkang". When I inquired about "Yunkang", ?has already been registered as a tea trademark by others. No matter how hard you think about it, you can't register it. Finally, the boss let me come up with the name. At that time, I suggested that the customer use ?Lanmao? as the trademark name. Lanmao is a famous person from ancient Yunnan. He was a native of the Songming Dynasty in the early Ming Dynasty. His "Southern Yunnan Materia Medica" was 144 years earlier than Li Shizhen's "Compendium of Materia Medica". Lan Mao was a commoner all his life. He was a medical scientist, military strategist, phonologist, and an expert on tea and wine. , using the name "Lan Mao" as a tea industry trademark, is intended to promote Yunnan's long tea culture. And as the company's trade name, the customer readily agreed and the "LANMAO" trademark was born. The designer used the simplified "LAN" character as the design element. Three leaves are designed to represent three horizontal lines, and two drops of water are used to represent two points. Then there is the current "Lanmao" trademark.
When designing the trademark of "Zhaotong Dianchuan Ancient Road Liquor Co., Ltd.", the client also came up with several names. After inquiries, none of the 33 categories of goods could be registered. In the end, we settled on "Qin Kai Wu Chi" On the grounds that Zhaotong has been the gateway from Sichuan to Yunnan since ancient times, it was suggested to use "Dian-Sichuan Ancient Road" as the brand name. The customer immediately agreed. We used the characters "Gu Dao" and "Chuan" to form "Dian-Sichuan Ancient Road". "D" letter to show its long history, wine culture and local folk culture. This is one of the specific application cases of elements in trademark design.
In the process of trademark design, it is a painstaking process of refining and screening many elements and proposals. No one knows how difficult it is. The creative originally wanted to design a "Nanman" wine for the current Yimen Dalongkou Liquor Co., Ltd., and changed its company name to "Nanyimen Dalongkou Liquor Co., Ltd." to make its logo, trademark, and Company name Trinity. However, the county industrial and commercial bureau refused to handle the matter, saying that the word "nanbarbar" meant to belittle ethnic minorities and was not conducive to national unity. So what is the explanation for "Black Five Categories", "Dynasty", "Fool", etc.? They are all well-known brands in the country. Why does "Nanman" mean to belittle ethnic minorities? The notes in "Cihai" make it very clear :? Nanman generally refers to the ethnic minorities in southern my country. In the end, a brilliant "trinity" idea was wasted. However, the "Nanman" trademark was born. The trademark is in the shape of a human, with an ancient Yunnan feathered man on the head, stretched and strong limbs, and cloud and thunder tattoos all over the body. This is the "Nanman" trademark. The original author was inspired by the Cangyuan rock paintings in Cangyuan County, Yunnan Province.
No matter how diverse and extensive the shape, media, and expression of the trademark logo are, no matter how clever the trademark logo looks, if there is no correct and reasonable marketing planning, then the above design efforts will be in vain. Eastward flow. The trademark of Yunnan Dianguo Food Co., Ltd. is "Dianguo". ?Dian Kingdom? 500 B.C.------100 A.D., is an ancient kingdom established by ancient peoples in the southwestern frontier of my country. It appeared in the early Warring States Period and reached its peak in the early Western Han Dynasty. After the middle Western Han Dynasty, it began to decline. At the beginning of the Eastern Han Dynasty, it was replaced by the county system of the Central Plains Dynasty. Its "Dian Kingdom" trademark design is based on a bronze ware unearthed from the ancient Dian Kingdom, named "Three Peacock Bronze Buckle". In ancient my country, birds symbolized the sky and snakes represented the earth. In the wild ancient times, ancient Yunnan had little contact with the Central Plains, but there were decorations that said "Heaven and Man are one". Is it a coincidence? The company's former name was "Baoshan Chunhui Food Factory", its trademark is "Chunhui", and it only produces biscuits. , the business was very bad, and then switched to the production of "Yongchang Xiaoguo Liquor", and started a new company name, "Yunnan Dianguo Food Co., Ltd.", its annual output increased from the original 28 tons to 2,000 tons in about three years. . And it has become the first among eight large and small fragrance wines in Yunnan. but. Due to internal divisions within the company, the company died prematurely and exited the market.
In short, trademark design is a visual symbol with symbolic meaning. In the development of society, it records history, marks the mark of the times, and plays an important role in business, culture, religion, politics and other fields. Plays a key role; it plays a role in identifying identity and nature in construction, environment, packaging, products, advertising, Internet, etc.
Well-designed trademark graphics are not only intangible assets of enterprises and products, but also carry the connotation of spiritual communication with consumers. To a greater extent, a trademark represents a collective, organization, or institution, embodying its spirit and philosophy. Trademarks also reflect strength and quality in corporate image. There is always an inequality between "McDonald's" and Yunnan's "Small Pot Rice Noodles", and there is always an inequality between "Lipton" in the UK and "Dianhong" in Yunnan. Facing the baptism of the wave of market economy, the trademark awareness of enterprises, especially private enterprises, is not optimistic. Don't pursue how big and foreign it is, but more importantly, inject elements into it to make it our domestic product. 5,000 years of civilization, so many totems, and patterns are enough It can be used by us forever. Try to make our company name and trademark consistent with the logo, and abandon those names such as "天", "Ba", "王" and so on, or the bad habit of using surnames as trademarks. Think more about humanities, history, and totems, listen more to designers, let designers’ inspirations collide with entrepreneurs, and design good trademarks that are worthy of the times. As Mr. Uwe Les said: A trademark is a shining dot. I like dots the most because they are very musical and are more eye-catching on the picture. Otherwise, the trademark will not achieve the purpose of establishing corporate image and conveying information, but will appear to be insufficient and self-defeating. A good trademark design should be a shining point on any screen.
To sum up, the trademark design process is not just a simple graphic design, but a process of re-creation and refining by the designer after the client and the designer communicate spiritually. This is a product that can be designed not only by mastering the design software. Design is the fusion of the designer's humanistic concepts, history, poetry, painting skills and music, so that a good trademark can be designed. This creates an immutable product. This kind of design is an unchangeable symbolic world language, such as "Mercedes-Benz", "BMW", "Suzuki", "Mitsubishi" and other famous brands. It does not need any language to explain, it has been recognized. Then when we design the logo. Can we start from a high starting point and strict requirements, deeply understand the needs of customers, and use elements to design a trademark with original colors? Firstly, it can improve the design quality; secondly, it can give customers a good product image; thirdly, it can display the designer's creative ideas and achieve the organic integration of design and humanities, design and aesthetics, design and communication. To fully demonstrate the customer's product image and service quality in front of consumers.