The beer paper trademark appeared around the middle of the 18th century. At that time, beer production and sales were increasing, and wines were already using black and white paper labels in 1756. Beer brewers also gradually recognized the need to distinguish their products. According to historical records, in 1843, Gognsi, a beer company in Burdonnon, England, printed a small round trademark and put it on the mouth of the bottle to distinguish it. During the Crimean War, beer with the trademark was exported in large quantities. The William Young Brewery in Edinburgh, UK, now has a collection of empty beer bottles bearing the trademark from that period. It can be said that the circular mark is an earlier one, but now more rectangles and ovals are used. According to current statistics, the shapes of beer labels include circle, oval, pear, rectangle, square, shield, barrel, triangle, rhombus, octagon, hexagon, parallelogram, saddle, crescent and bread. There are 15 kinds of shapes, and these basic shapes have derived many other variations. A word trademark refers to a trademark consisting only of words, including Chinese characters and ethnic minority characters, foreign characters and Arabic numerals, or a combination of various different words; a graphic trademark refers to a trademark consisting only of graphics.

They can be divided into: symbol trademarks: trademarks that use certain simple symbols to form patterns; geometric trademarks: trademarks composed of more abstract figures; natural graphic trademarks: trademarks based on characters, Graphic trademarks composed of natural objects such as animals, plants, natural scenery, etc. Some are trademarks based on real photos, while others are trademarks composed of natural graphics that have been processed, refined, summarized, and exaggerated. Letter trademarks refer to the smallest writing unit using pinyin characters or phonetic symbols, including pinyin characters, foreign letters, such as Trademarks composed of English letters, Latin letters, etc.