Trademarks are the information expression of commodity symbols, the guarantee of the quality of commodities or business operations, and the basis for distinguishing and identifying commodities. Successful trademarks should be an important factor in product promotion. A trademark is useful only when it is a work of art that reflects the characteristics of a commodity. In addition, trademarks should take simplicity and lightness as artistic features, and show the characteristics and attractiveness of commodities with distinctive and strong personality and complete artistic image.
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, which is simple and clear, so as to adapt it to the requirements of vision and fashion. The shape of a trademark refers to visual graphics. Including graphics and colors. The graphics are not clearly defined. In addition to black and white, color also has certain rules and cannot be abused. The purpose is to establish a unified visual image, which is easy to identify and avoid confusion. The pronunciation of a trademark refers to the pronunciation of the trademark. Chinese trademarks such as Beijing brand, Lotus brand and Big Bridge. Foreign trademark such as KODAK, TOYOTA, YAMAHA. The pronunciation of trademark is the auditory symbol of trademark, which has great influence on publicity, whether on radio and TV stations or orally. The meaning of Italian trademark refers to the meaning that people can understand after seeing its graphics and colors, reading or hearing its voice. According to the provisions of the Trademark Law, the shape and sound of a trademark cannot directly use the figure and name of the commodity, nor can it directly express the quality, function, use, weight, quantity, main raw materials and other characteristics of the commodity, but can only use metaphor or symbolism to leave a good impression on people.
The elements of a trademark are as follows:
Informatization
In the era of rapid development, in order to improve the attractiveness and recognition of products to consumers, it is necessary to let the trademark image express the information of products in a concise and visual way. Trademark graphics, whether it is a picture or a text style, should be clear at a glance and conform to the principles of readability, recognition and memorization. That is to say, a trademark must have a signal effect that people can quickly identify and quickly convey the information of goods, so that people can deepen their impression and have a good impression on it among similar goods.
the information content of modern trademarks is mainly the symbol of brand name, production and business scope, enterprise name and the nature and meaning of goods or enterprises. Excessive and miscellaneous information will hinder the information transmission effect of trademarks. In order to simplify trademark information and strengthen trademark effect, many enterprises combine enterprise name and product brand name into one.
the result of information simplification is the concentration of information, which makes the information transmission effect of trademarks more intense. The informatization of trademarks also requires that the directionality of trademark information should be clear and definite; Enterprise name brand name should not be confused with other concepts and specific things. Information expression depends not only on the transmission effect, but also on the accurate choice of modeling image, otherwise it will be difficult to condense into strong information power. We should pay attention to scrutiny in image selection or processing, because the expression of information is ultimately reflected by the image. According to a certain information direction, we should grasp the effect of trademark image power and make the audience's understanding focus on a specific information direction.
Individualization
One of the characteristics of trademark plastic arts is to be eye-catching, easy to recognize and remember. In addition to simplicity, it is more important to have personality characteristics that are obviously different from other trademarks. Make it in? Shelf competition? It is eye-catching and has a sense of personality and image, which produces fascinating advertising effects.
trademark personalization lies in grasping the design form. For example, if a trademark with the style of words and letters uses a unified standard font, its visual effect is only the information transmission between them, but there is not much difference in image. If it is changed visually, it will give people a deeper feeling.
in order for people to effectively identify and strengthen memory points, the design of trademarks should be changed in image. Such as? Coca cola? Smooth Lian Bi handwritten trademark, like fluctuating liquid, is very consistent with the nature of its soft drink; Germany? Mercedes? Automobile company's trademark and Japan? Mitsubishi? The trademark of the group is composed of graphics, which has distinct personality characteristics.
abstraction
the abstraction of a trademark refers to the abstraction of the brand name and image. For example, the traditional trademarks in China mostly use dragon, phoenix, Kirin, Fu, Lu and Shou Samsung, etc., which are obviously obtained? Lucky? The tendency is to use fashionable language and place names to name trademarks such as Jiefang, Daqiao, Zhonghua, Great Wall and West Lake. Judging from the scientificity and rationality of trademark naming, the above practice is unfavorable. With the internationalization of commodity development, these trademarks will cause unnecessary obstacles to the times.
the abstraction of trademarks should be the coordination of brand names, graphics and product properties. If the product trademark information is complicated and confusing, and a large number of specific images are depicted 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 commodity information, and strengthen the abstract visual expression process through morphological changes. Abstraction is a high generalization and sublimation of concrete images. Trademark design