The moon cake logo of Daoxiang Village in Beijing, a Chinese time-honored brand, is designed with the word Beijing in front of Daoxiang Village, and is used together with Sanhe logo in use. The logo of Beijing and Sanhe mainly distinguish the other three Daoxiang Village brands in China. The brand name of Beijing Daoxiang Village is designed in calligraphy font, which is random and changeable, highlighting the changes of China's calligraphy. In front of Beijing, the word "Beijing" is a big song style with regular font and steady structure, which is in contrast with the word "Taoxiang Village". The font of Dasong is also a kind of font with strong China classical characteristics. Sanhe's logo design arranges three characters horizontally, and the figure is similar to the ear of a seedling, which is consistent with the traditional farming culture shaped by Daoxiang Village.
The LOGO design used in Beijing Daoxiang Village consists of three parts, which is really complicated. Among them, the design skills of Sanhe logo are not proficient enough, and the graphics are not exquisite enough. People buy products in the complicated market, so it is difficult to get an impression on such complicated logo design, which has a negative impact on brand image.