Trademark is actually a legal term. It is essentially different from a logo. In other words, a (graphic) trademark must be a logo, but a logo is not necessarily a trademark. The World Intellectual Property Organization also gave an official explanation: A trademark is a distinctive sign that identifies a certain product or service as being produced or provided by a specific individual or enterprise. Different from the ancient interpretation, trademarks are products of modern economy. We all know that registered trademarks are protected by law.

Modern logo carries the intangible assets of the enterprise and is the medium for the enterprise's comprehensive information transmission. In the process of corporate image transmission, it is the most widely used, most frequent, and also the most critical element. Through constant stimulation and repeated portrayal, it remains deeply in the hearts of the audience. However, logos and trademarks cannot be equated. We need to take the logo to the Trademark Office to apply for registration. Only a successfully registered trademark can protect the brand by law.

The previous logo’s visual center was on the “lightning”, emphasizing ultimate efficiency. The adjusted new logo’s visual center is on the “wings”, which further highlights the value to the enterprise in the digital economy era. In addition, the new logo also removes the circular frame and restores the roundness and upward angle of the feathers. The overall logo is more graphically memorable and recognizable, and echoes DingTalk’s advocacy of openness. The relevant person in charge of DingTalk revealed that the logo upgrade did not cost a penny. It was the result of DingTalk soliciting inspiration from the public and did not hire any well-known external designers.

Trademark is part of the brand. Trademark is a way for a brand to display itself. Trademark is a means for a brand to be protected by law. Trademark can better protect the interests of the brand. Brand is a market concept, which mainly includes four parts: brand name, brand logo, trademark and brand role. It emphasizes the establishment, maintenance and development of the relationship between enterprises (producers and operators) and customers, and guides customers to purchase goods. Trademarks need to be registered but brands do not require any registration requirements to be considered a brand.