Trademark law is the sum of legal norms regulating trademark relations, that is, the sum of legal norms regulating various social relations between state organs, institutions, social organizations, individual industrial and commercial households, citizens, foreigners, foreign enterprises and trademark offices due to activities such as registration, use, management and protection of trademark exclusive rights. When designing trademarks, it should be noted that trademarks should be concise and clear, and digital trademarks are common in trademarks, such as 555 cigarettes, 999 Vita, 505 Shen Gong Yuan Qi bags, etc. Transfer of single-word trademarks, such as generic brand soap and tiger brand tiger balm; Compound trademarks, such as big brand bubble gum. Nikon, Coca-Cola, Kodak and other world-famous brands are easy to remember and leave a deep impression. Trademark recognition is very important. When designing trademarks, enterprises always think of familiar symbols such as the sun, the moon, stars, landscapes, places of interest, celebrities, animals and plants. Products can be rendered by scenic spots, dynamic images can be represented by animals, and popularity can be expanded by celebrities. Trademark design must be unique. As the symbol of products and the face of enterprises, trademarks must be different. While emphasizing trademark recognition, we should also emphasize uniqueness and distinctiveness. Trademark design should be unique in conception, break through convention and be different from others. With the help of "popular" design trademarks and "popular" ships, there are many successful examples in marketing practice. For example, CCTV Spring Festival Evening's Cosmos brand cigarette fictional crosstalk show has a great influence. A cigarette factory took the opportunity to register the newly developed cigarettes as Cosmos brand and put them on the market, which was successful.

Trademark design should avoid similarities and similarities. If trademark design can give consideration to "creation" and "meaning", the effect will be better, and it will receive double wonderful effects of strengthening uniqueness and distinctiveness and giving the trademark positive imagination. Such as Sheng Xifu, Tongshenghe and IBM. Another example is to remove the letter n from the word Sonny and turn it into SONY, which is a typical new name with sound and unintentional. Trademark design should consider internationalization, and trademark design should generally conform to the consumer psychology and habits of the target market, local social and cultural conditions, religions and preferences. For example, Southeast Asia doesn't like green; Western countries don't like13; Japanese people don't like 4; People in China like Grade 8. Trademark design should consider extensibility, strategic vision and long-term development of enterprises, which should be a far-sighted system engineering. For example, Changhong, Haier, etc. think that they should adapt to a wider business scope and play the role of general trademarks in the future. Inventors and founders can be used as product trademarks. In addition, it should be noted that trademark design can also be used as a product trademark according to the inventor and founder of the featured product, or as a trademark with an original time-honored brand. Such as "Zhang Xiaoquan" scissors, "Wang Zhihe" fermented bean curd, Adidas and so on.