By analyzing and synthesizing various representative ideas, the connotation of the trademark is gradually formed. Since trademark design is a kind of art craft, it generally has the following requirements: First, it can fully reflect the spirit and reputation of the enterprise, have positive connotations, effectively reflect the nature and characteristics of the product, and leave a deep impression on customers. impression. Second, the name design should be concise, easy to spell, recognize and remember, and have a pleasant pronunciation. Third, in logo design, we must strive to have beautiful shapes, uniform and harmonious colors, and give people a refreshing and pleasing feeling. Fourth, the brand trademark design should try to avoid confusing customers with other brands, or violating national customs and religious taboos. 2.2 Management of trademark registration and use Enterprises should establish files for already used trademarks. And carry out classified storage and management. That is to say, enterprises must carry out classified management of registered trademarks and unregistered trademarks that have been used. Specifically, when using registered trademarks, enterprises should pay attention to the following issues in accordance with the relevant provisions of the Trademark Law: (1) The use of registered trademarks must be marked with the words "registered trademark" or ○Note or ○R marks. (2) Registered trademarks can only be used on approved goods. If you need to expand the scope of use, you should apply for trademark registration separately. (3) The trademark owner is not allowed to change the text, graphics or combination of the registered trademark on his own. If changes are required, the changed pattern must be re-registered as a new trademark. (4) The trademark owner is not allowed to change the registrant’s name, address and other related registration matters on his own. If there is any change, he must go to the Trademark Office to go through the procedures for changing the registered trademark. (5) The registered trademark shall not be stopped for three consecutive years. An unregistered trademark is also part of a trademark and has the same function as a registered trademark. Because it has not been registered, it has not obtained exclusive trademark rights and is not protected by law. However, in order to strengthen the management of trademark order and protect the interests of consumers, the state stipulates the management of unregistered trademarks in the Trademark Law. This is: (1) Unregistered trademarks shall not use prohibited signs stipulated in Article 8 of the Trademark Law; they shall not be place names of administrative divisions above the county level or foreign place names known to the public. (2) Unregistered trademarks shall not be passed off as registered trademarks. (3) The use of unregistered trademarks shall not infringe the exclusive rights of others’ registered trademarks. (4) Goods using unregistered trademarks must not be shoddily manufactured, passed off as inferior, and deceive consumers. Enterprises should also follow the above regulations when managing unregistered trademarks, and do not use trademarks that are the same as others’ registered trademarks on the same goods, nor use trademarks that are similar to others’ registered trademarks; and do not use others’ registered trademarks on similar goods. Do not use trademarks that are similar to others’ registered trademarks, and be aware of and abide by the law. In addition, it is worth mentioning that enterprises should be proactive when it comes to trademark registration issues. Because, in our country, a registered trademark can be separated from the actual existence of the goods. Therefore, enterprises can implement the strategy of “advance registration” of trademarks. This includes two meanings: First, register product trademarks before new products are launched on the market. In this way, companies can establish their brand image through advertising, thereby making it easier for consumers to accept new products. The second is to register the company's high-value trademarks, especially well-known trademarks, in advance in all fields related to the company's development direction. This can form an open area that is beneficial to business operations and give full play to the role of well-known trademarks in creating value.