Signs, logos and trademarks are the products of modern economy, which are different from ancient imprints. Modern signs bear the intangible assets of enterprises and are the medium of comprehensive information transmission of enterprises. As an important part of enterprise CIS strategy, logo is the most widely used, frequent and key element in the process of corporate image communication. The strong overall strength, perfect management mechanism, high-quality products and services of the enterprise are all contained in the logo, which is deeply left in the hearts of the audience through constant stimulation and repeated portrayal.
Logo design fixes concrete things, events, scenes and abstract spirit, ideas and directions through special graphics, which makes people naturally associate with logos when they see them, thus generating a sense of identity with enterprises. Signs are closely related to the operation of enterprises. Logo is an essential element in daily business activities, advertising, cultural construction and foreign exchange. With the growth of the enterprise, its value is also increasing. Someone once asserted: "Even if all the assets of Coca-Cola are burned by a torch, Coca-Cola can stand up again with its trademark". Therefore, enterprises with long-term vision attach great importance to logo design and understand the role of logos. In the early days of the enterprise, a good logo design is undoubtedly an important carrier for the accumulation of intangible assets in the future. If there is no sign that can objectively reflect the enterprise spirit and industry characteristics and has a scientific and beautiful shape, it will cause unnecessary waste and loss to the enterprise when it develops and makes changes and adjustments. After the Bank of China changed its logo, the replaced outdoor media was taken off the shelves nationwide, with a loss of 20 million.
Dong Xi devotes itself to the establishment of corporate logo, trademark and image system, adopts advanced foreign development process, and brings together professionals from all aspects, from preliminary research, discussion and analysis to design and development and post-service to create a gold medal logo suitable for enterprises. Dong Xi has rich experience in logo design. "Shouxin Group", "Zhongshui Shares" and "Huanai Ceramics" are our masterpieces. Combining the long history and culture of China, the East and the West have developed excellent signs suitable for China enterprises. I hope we can establish cooperation and contribute to the development of your enterprise!
Second, the role of signs
1. Identification
Recognition is one of the important functions of corporate logo. Under the market economy system, the competition is intensified, and the information faced by the public is complicated, and there are countless logo trademark symbols. Only symbols with distinctive features, easy recognition and memory, profound meanings and beautiful shapes can stand out among peers. It can be different from other enterprises, products or services, so that the audience can leave a deep impression on the enterprise, thus enhancing the importance of logo design.
2. Leadership
Logo is the core of enterprise visual communication elements, and it is also the leading force for enterprises to spread information. In the visual recognition system, the shape, color and application of the logo directly determine the form of other recognition elements, and the establishment of other elements is all around the logo. The dominant position of the logo is the concentrated expression of the business philosophy and activities of the enterprise, which runs through all business activities of the enterprise and has an authoritative leading role.
3. Identity
The logo represents the business philosophy, cultural characteristics and value orientation of the enterprise, reflects the industry characteristics and business philosophy of the enterprise, and is a concrete symbol of the enterprise spirit. Public recognition of the corporate logo is equivalent to recognition of the enterprise. Logo can not be divorced from the reality of the enterprise, contrary to the purpose of the enterprise, only a superficial form, lose the meaning of the logo itself, and even have a negative impact on the corporate image.
4. Most of them
With the operation of enterprises and the continuous dissemination of enterprise information, the connotation represented by signs is becoming more and more abundant. Business activities, advertising, cultural construction and public welfare activities of enterprises will be accepted by the public and portrayed in their minds through the memory of signs. After a long time, when the public sees the logo again, they will associate it with the products they have purchased and the services they have received, thus connecting the enterprise with the public and becoming a bridge connecting the enterprise with the audience. 5。 After the innovative logo is determined, it is not static. With the changes of the times, historical trends and social background, the original logo may not be suitable for the present environment. Such as "Shell Oil" and "Pepsi Cola" are vivid examples. Changes in business direction and acceptance groups will also make it necessary to innovate logo. In short, signs are always suitable for enterprises and closely combined with important elements of business activities.
Third, the logo design process
1. Investigation and analysis
Logo Logo is not only a combination of graphics or words, but also a standard visual symbol formulated by enterprises according to their structure, industry category and business philosophy, and taking full account of the objects and application environment contacted by logo. Before the design, we must first have a comprehensive and in-depth understanding of the enterprise, including business strategy, market analysis and the basic wishes of the top leaders of the enterprise, which are important basis for the design and development of the logo. Knowing your competitors is also an important step. The important role of the logo, that is, identification, is based on a full grasp of the competitive environment.
2. Factor mining
Factor mining is the further preparation for design and development. Through the analysis of the survey results, the structural type and color orientation of the logo are extracted, the spirit and characteristics of the logo are listed, the relevant graphic elements are excavated, and the direction of logo design is found, so that the design work is targeted, rather than the combination of aimless words and graphics.
3. Design and development
With a comprehensive understanding of the enterprise and a full grasp of the design elements, we can carry out design and development work from different angles and directions. Through the designer's understanding of the logo, give full play to his imagination and use different expressions to integrate design elements into the design. Logo must have profound meaning, obvious characteristics, atmospheric shape and stable structure, suitable for enterprises, and avoid stereotypes or popularization. Different signs reflect different emphases or features. After discussion, analysis or modification, find out the logo suitable for the enterprise.
4. Mark correction
The logo determined in the proposal stage may not be perfect in detail. After revising the standard drawing, size correction, black and white application and line application of the logo, the use of the logo will be more standardized, and the characteristics and structure of the logo will not be lost when used in different environments, so as to achieve unified, orderly and standardized communication.
What is a trademark?
According to Article 15 of the Agreement on Trade-related Intellectual Property Rights (TRIPS) of the World Trade Organization, a trademark is defined as: "Any mark or combination of marks that can distinguish the goods or services of an enterprise from those of other enterprises should constitute a trademark." Thus, a trademark is a symbol to distinguish the source of goods or services, such as Tongrentang trademark used in human medicine, Phoenix trademark used in civil aviation services and so on. A trademark is a sign, but it is different from a sign. Only signs that meet certain conditions can be used as trademarks.
Judging from the regulations on trademarks in various countries in the world, a trademark should meet the following conditions: (1) A trademark must be associated with a specific commodity or service; (2) The trademark must be visible, including words, graphics, letters, numbers, three-dimensional signs and color combinations, as well as the combination of the above elements; (3) Trademarks should have distinctive features. Only with the signs of these elements can the goods or services of an enterprise be distinguished from those of other enterprises. Therefore, the complete legal definition of "trademark" should be: the distinctive words (including letters and numbers), graphics, lines, three-dimensional signs and color combinations used by the producers (including manufacturing, processing and selection) and operators on the packaging and containers to distinguish their own goods/services to others, as well as the combination of the above elements.