After nearly 20 years of reform and opening up, China has entered a market economy in an all-round way. The garden of the trademark has thus brought spring warmth and unprecedented prosperity. The role of the trademark is increasingly valued by people, whether it is an administrative institution or a business unit; whether it is a service industry or a production company; whether it is a large group company or a small workshop stall; whether it is a commodity or a needle brain; Whether it is a publishing industry or a theatrical performance; whether it is a large exhibition economy or a small planning consultation; whether it is eaten or worn, whether it is used or lived, etc., wherever there is a link to people’s lives, trademarks can It is ubiquitous and everywhere.
The relevant departments attach importance to the rapid development of the trademark and trademark cause, which is mainly due to the government’s emphasis on trademark management. The State Administration for Industry and Commerce and the Trademark Office have provided a large number of legal safeguards for trademark management and regulation in China, and have formed a trademark management and service system. At present, with the further development of the market economy, the state has actively introduced more practical laws and regulations in trademark registration and management. All these have provided safeguard measures and created a good environment for the development of the Chinese trademark.
The majority of consumers favored the concept of consumption of trademarks people have also undergone a fundamental transformation, and not the kind of "the wine is not afraid of a deep alley" and "the emperor's daughter is not married" era. Consumers have become more and more space for choice of goods, more choices of goods have become, become loved eggs inside pick the bones ... ... this change, so that the trademark suddenly become bigger, become ambiguous, change People are very much concerned about it. What are the famous trademarks, what are the well-known trademarks, what are the domestic famous brands, what are the world famous brands, what are the fake and shoddy, what are the unknown, and so on, all of which must rely on the trademark to speak to rely on the trademark to define. The value and role of the trademark also became apparent, and the relationship between the trademark and people’s lives was further narrowed. The trademark name literally became the best “purchase guide†for people to buy goods.
Market competition calls for trademark trademarks to be the carrier of a brand. As the author said in an article in the "21st Century, China Brand Strategy": "Brands are the necessary atomic bombs and hydrogen bombs for all enterprises and commodities to participate in market competition in the 21st century. Smart entrepreneurs must hold high the brand. The banner can win the battle in the market and be invincible." Because today's consumers see the brand, the carrier of the brand's performance is the trademark, and the consumer chooses the brand and naturally recognizes the trademark first. In this way, the role of a trademark in market competition is not unusual. Because companies with well-known brands provide consumers with hard-to-trust and trustworthy products, the hard-to-trust and trustworthy products must be implemented by branded carrier brands to promote and protect. To prove. Therefore, any company pays great attention to his brand value. In particular, companies with famous trademarks and well-known trademarks will pay more attention to this point. Those companies that are not recognized by consumers will try their best to promote and nurture their own brands so that they can become brand names as soon as possible. In order to compete in the market for an umbrella, in exchange for a pass, wear a charm (this is the value and role of the trademark in the market competition).
After China's accession to the WTO, the imposition of a strong trademark into the WTO has brought the entire Chinese market into the international market. China's market has become a frontier for competition in the world market. What do foreign brands that have flocked to China and China? How do Chinese brands do? Chinese brands face the reality of dancing with wolves, either Eaten by the wolf, or forced into the strong by the wolf - this is the choice for Chinese brands. China's brand should be in line with the world, which requires the trademark of the brand and its carrier to be upgraded.
Since the trademark has become the carrier of the brand, the trademark has naturally become the incarnation of the intangible assets in the enterprise, and it has increasingly played its role of value that cannot be underestimated, and is increasingly valued by businesses and businesses. Therefore, people look at trademarks, it is entirely dependent on the value behind the trademark, such as the Coca-Cola company president said: Coca-Cola even if night into a gray, with the value of the Coke brand the same day can rise to a Coca-Cola company again . It shows how powerful the brand is. In recent years, Chinese entrepreneurs have also begun to value the intangible assets of their brands. Examples include Hongtashan, Haier and Wuliangye.
China's trademarks have gone from scratch, from simple to abundant, from the general mark-up graphics to the perfection of the day and more and more towards the stage of commercialization, aesthetics, art, and wealth. The more obvious trend is that the pattern design is more and more abundant, and the second is the wider and wider scope of application.
(1) More and more rich pattern designs Social development, times are improving, culture is renewal, ideas are changing, and trademarks as a cultural phenomenon and commercial property are also moving toward more diversified, multifaceted and artistic directions. In particular, the most intuitive logo design is the most direct and most comprehensive reflection of this aspect.
Throughout the 20 years of reform and opening up, especially in recent years, the design of Chinese trademark designs has basically taken the following characteristics:
1. Tradition is replaced by modernity. China's traditional trademark pattern is a simple, realistic, intuitive and dignified form of expression. Such as the People's Bank of China emblem. In recent years, the trademark pattern is not the same. Most of it is abstract, concise, implicit and more symbolic. For example, the Sun God trademark, the Changhong electrical appliance trademark, and the Wuliangye trademark used earlier in China are basically such expressions.
2. Simple properties are replaced by rich properties. In the past, the more traditional trademark design, the theme of the performance of the theme are generally relatively simple, through the surface pattern there are few other more imaginable space. The modern trademark logos are mostly abstract patterns that are highly summarized. Natural symbolism is even more abundant, meaning is richer, and the content hidden behind the patterns is also more colorful. Some are not only covering a product brand culture, but even a lot of ideas of a company or a group. Therefore, this will increase the internal tension space of modern trademark patterns, and the content of expression will be even more, and the simple attribute will become the carrier of multiple attributes.
3. Single formality is replaced by a rich culture. This point, as also mentioned in the previous paragraph, is that the past trademark patterns are only forms and have simple features; today's trademark patterns are unique features of cultural enrichment. The simple point is that the pursuit of the past is a form of beauty, and today is the pursuit of abstract beauty and implicit beauty. If the author designed the company's emblem for Shuanghui in the early years (also known as the corporate service standard mark), the entire pattern is an earth shape, leaving two upward arrows in the middle, which is very simple. It is precisely this simple part that contains more content: The Earth is a symbol of the world and a symbol of the international market, or is a "global village." The arrow is the company's pursuit of ideas - positive, forward, and out of Asia, to the world. The continuous upward double arrows indicate that Shuanghui, which brings together high-tech worlds and brings together new technologies from the world, indicates that the company’s pursuit has already passed away from the glorious first decade (84-94). The second glorious decade, or continuous more glorious decade. The vertical and horizontal latitude and longitude on the earth is a symbol of Shuanghui's business extending in all directions. Adding only two arrows to such an earth in the pattern embraces the world and the world. This shows that the single formalization of modern trademarks has been replaced by richer cultural content.
4. The simplification of the expression is replaced by the diversification of the expression. At present, among the entire family of trademarks, due to the spring breeze of reform and opening up, there are many ways to express their performances, such as a situation in which the spring breeze blew up and the trees blossomed. In the past, there are many ways to express the realism of trademark logos; single line drawing and woodcut watermarking. However, it is now more formalized. There are pure Chinese cultural styles, such as Chinese painting and calligraphy, Chinese characters, Chinese traditional patterns; there are references to Western culture, such as English transliteration, English alphabet pattern, pure English pattern; There are Chinese and Western cultures together, For example, Chinese patterns with English alphabets, English alphabets with Chinese characters, Chinese motifs, and Western motifs can be combined. In the performance content of these trademark designs, various topics are not included. Such as astronomy, geography, people, animals. The morning and the morning of the moon and the moon, birds and flowers, Chinese characters, and Latin alphabets have almost everything in the world, and they are also unique in the style of trademark designs. Such as square, round, combined with a radius; long, flat, multi-angled; moving static, flowing clouds and so on. These rich expressions are very novel and beautiful.
(B) The wider and wider scope of adaptation
Trademarks, from its own original definition, are just a distinguishing mark that distinguishes it from other goods. With the maturation of the market economy, the scope of use of the trademark is also beyond its original domain. Since the trademark is no longer limited to the identification of a commodity and service, but through its own carrier behind the infinite Business opportunities and incalculable added value. That is, the higher its quality, the higher its popularity, and the greater the intangible wealth it brings to its businesses and companies, and the more it cannot be underestimated. In short, after more than 20 years of development and growth, China’s trademarks have become more mature and have become more flowery due to the birth of the market economy, the abundance of rain showers, the influence of international culture, and the impact of modern trends. Jin.