Trademark design should aim at accurate communication. Designers should have high cultural literacy, treat each design with a responsible attitude towards customers, and have a deep understanding of customers and local cultural customs. At the same time, modern trademark design also requires designers not only to design software operations, but also to have a corresponding grasp of history, poetry, music, ancient Chinese characters and other disciplines. In order to better design trademarks with elements for customers, at this point, our enterprises are used to trademarks, corporate logos and company names, which are irrelevant. This is unique, right? But this is a very nonstandard product, according to advertising communication. Trademark? 、? Signs? And then what? Company line number? That is unity? Trinity killer. . Unfortunately, the trademarks, logos and enterprise names of most enterprises in China are not uniform. This will inevitably lead to confusion of visual communication and waste of advertising expenses. But to learn the names of Japanese and Korean companies. For example:? Panasonic Corporation? 、? Modern company? 、? Mitsubishi Corporation? Wait a minute. Their corporate trademarks, logos and company names are unified. In fact, according to the calculation method of communication, when a commodity goes on the market, its advertising cost is 500 thousand yuan, while when the second commodity goes on the market again, its advertising cost is only half of that of a commodity, which has played a multiplier effect. If the manufacturer or company name of a commodity is not uniform, both commodities need to invest 500,000 yuan. In fact, there are many such examples. Some products have become household names in consumers' minds, but the manufacturers who grow such products are unknown, which is very sad.
However, designers should have the ability to guide customers' consumption while designing trademarks, and also have the ability to properly display corporate image. The trademark of an enterprise, to some extent, is the soul of an enterprise. A good trademark design should have the following characteristics: first, tension, that is, it has certain symbolic significance; It is easy to identify and can accurately convey the commodity demand of enterprises; Third, there is a certain sense of beauty. Only on this basis can we grasp the industry characteristics and cultural connotation of enterprises and design good trademarks. For example, around 2000, I worked for? Kunming Mao Lan Tea Industry Co., Ltd.? I encountered many problems when designing trademarks. At first, customers were always there? Yun Kang? Turn around. Just these two words, a question? Yun Kang? It has long been registered as a tea trademark by others, and I can't register it after thinking about it. Finally, the boss asked me to give it a name. At that time, I suggested that customers should? Mao Lan? As a brand name, Mao Lan is a famous person in ancient Yunnan, who was born in the Song and Ming Dynasties in the early Ming Dynasty. His Compendium of Materia Medica in South Yunnan is earlier than Li Shizhen's Compendium of Materia Medica 144 years. Mao Lan is a physician, strategist, phonologist and an expert in tea and wine. Mao Lan? As a trademark of tea industry, its name is intended to promote Yunnan's long tea culture. As the company's line number, the customer readily agreed, and it came into being? Mao Lan? A trademark, a designer in simplified form? Lan? Text is a design element. Three leaves are designed to represent three horizontal lines and two drops of water represent two points. So now there is? Mao Lan? Trademark.
Design? Zhaotong Dianchuan Gudao Liquor Co., Ltd.? Our customers also gave us several names, but we couldn't register in 33 categories of goods after inquiry. Finally, we used? Qin Kai five feet road? Taking this as an excuse, Zhaotong has been the gateway of Sichuan to Yunnan since ancient times. Yunnan-Sichuan ancient road? For the brand name, the customer immediately agreed, and we took it? Ancient road? And then what? Pass? Word composition? Yunnan-Sichuan ancient road? what's up d？ Letters to show its long history, wine culture and local folk culture. This is one of the concrete application cases of elements in trademark design.
In the process of trademark design, it is a difficult process of refining and screening among many elements and schemes, and the hardships are unknown. The creator originally wanted to design a model for Yimen Dalongkou Liquor Co., Ltd.? Nan Man? Wine, and change its company name to? Nanyimenman Liquor Co., Ltd.? , make its logo, trademark and company name trinity. However, the county industrial and commercial bureau refused to handle it, saying yes? Nan Man? This word belittles ethnic minorities and is not conducive to national unity. So what? Black five? 、? Dynasty? 、? Fool? What is the explanation? They are all well-known brands in China. Why? Nan Man? Will it belittle ethnic minorities? The annotation in Ci Hai is very clear:? Nanman generally refers to the ethnic minorities in southern China? . Finally, an excellent one? Trinity killer. The idea had to be abandoned. But? Nan Man? The trademark was born. The trademark is shaped like a person, with an ancient Yunnan feather on the top of his head, powerful limbs and Lei Yun's tattoo all over his body. That's it? Nan Man? Trademark. The original creation was inspired by Cangyuan rock paintings in Cangyuan County, Yunnan Province.
No matter how diverse and extensive the shape, media and forms of expression of the trademark logo are, no matter how clever the trademark logo looks, if there is no correct and reasonable market planning, the above design efforts will be wasted. What is the trademark of Yunnan Dianguo Food Co., Ltd.? Yunnan? . ? Yunnan? From 500 BC to AD 100, it was an ancient kingdom established by ancient nationalities in the southwest frontier of China. It appeared in the early Warring States and reached its peak in the early Western Han Dynasty. It began to decline after the middle of the Western Han Dynasty, and was replaced by the county system of the Central Plains Dynasty at the beginning of the Eastern Han Dynasty. Its? Yunnan? The trademark pattern is based on the bronzes unearthed in ancient Yunnan, and it is named? Three peacock copper buckles? . In ancient China, birds symbolized the sky and snakes represented the earth. In the wild ancient times, there was little connection between Gu Yunnan and the Central Plains, but there was? Harmony between man and nature? Isn't it a coincidence? What was the previous name of this company? Baoshan Chunhui Food Factory? What is its trademark? Chunhui? Only produce biscuits, business is very bad, and then switch to production? Yongchang small jar of wine? , the new company name will be enabled. Yunnan Dianguo Food Co., Ltd.? Its output has increased from 28 tons to 2000 tons per year in about three years. And became the first of the eight Xiaoqu fragrant wines in Yunnan. But ... due to internal division of the company, its company died and withdrew from the market.
In a word, trademark design is a symbolic visual symbol, which records the history and marks the times in the development of society and plays a key role in the fields of commerce, culture, religion and politics. It plays a role in identifying identity and nature in architecture, environment, packaging, products, advertisements and networks. Well-designed trademark graphics are not only intangible assets of enterprises and products, but also carry the connotation of spiritual communication with consumers. Trademark represents a collective, an organization and an institution to a greater extent, and embodies its spirit and concept. Trademarks also reflect the strength and quality of corporate image. ? McDonald's? And Yunnan pot rice noodles will always be an inequality, British? Lipton? With Yunnan? Dianhong? It will always be an inequality. Facing the baptism of market economy, the trademark consciousness of enterprises, especially private enterprises, is not optimistic. Don't pursue more and more, what's more important is to inject elements to make it our domestic product. A 5,000-year-old civilization with so many totems and decorations can be used by us forever. Try to unify our company name, trademark and logo and throw them away? God? 、? Ba? 、? Wang? Ah, it's still a bad habit of using surnames as trademarks. Think more about humanity, history and totem, listen to the opinions of designers, let the inspiration of designers collide with entrepreneurs, and design a good trademark worthy of the times. Just like Uwe? Mr. Burroughs said: the trademark is a bright spot. Favorite, because it is very musical and more eye-catching on the screen? . Otherwise, the trademark will not achieve the purpose of establishing corporate image and transmitting information, but will be stretched and self-defeating. A good logo design should be shiny on any screen. Point? .
To sum up, the process of trademark design is not just a simple graphic design, but a process of re-creation and re-refining by the designer after the customer communicates with the designer. This is a product, which can be designed not only by mastering the design software, but also by integrating the designer's humanistic thought, history, poetry, painting skills and music, so as to design a good trademark. So as to create an unchangeable product. This design is an immutable symbolic world language, such as? Mercedes? 、? BMW? 、? Suzuki? 、? Mitsubishi? For example, a famous brand, he does not need any language to explain, it has been recognized. So when we design the logo. Can you start from a high starting point and strict requirements, deeply understand customer needs, and use elements to design trademarks with original colors? First, it can improve the design quality; Second, it can give customers a good product image; Third, it can show the creative thinking of designers and realize the organic integration of design and humanity, design and aesthetics, and design and communication. Fully display the customer's product image and service quality in front of consumers.