Trademarks are the symbol of innovative products. To make products enter the market, it is necessary to consider what kind of trademarks to use. Under normal circumstances, once a trademark is established, it may be used for years, decades, or even longer. A trademark may make an enterprise rejuvenate and prosper, and it may also lead to a passive position in the superb competition. Therefore, the naming and design of a trademark is very important.
1. Conception and naming.
The point is to choose a good name. The name of a trademark must have a close relationship with the nature, content, and form of the product, that is, different products should seek a correspondingly competitive name according to the characteristics of the product itself. The trademark name should be thought-provoking, easy to read, easy to remember, thought-provoking, and can lead people to a good association, but also have a wide range of adaptability. Trademarks are both auditory arts and visual arts. The requirements for trademarks must not only look good, but also be nice, which means that pronunciation should be catchy, and the characters are concise and clear. Such as a towel in Shanghai, the name of the brand is "414", which agrees with "try it out." It not only reads loud, but also subconsciously plays the role of a salesman. Another example is the “Wahaha†trademark in Hangzhou, which not only points out that it is food, but also means that the product is served by children. Another example is the “U.S. and Canada†toothpaste, which has a long pronunciation and a high and low tone, so it is easy to read, crisp, and loud, and it is well received by consumers. Another example is the world famous drink "Pepsi-Cola" trademark, English "pepsi-cala", where "pep" reminiscent of the foam gas of the drink, "si" reminiscent of the sound of opening a bottle. This kind of pronunciation on the one hand gives people an image of association, giving people a sense of appetite; on the other hand, the name that is easy to produce associations will certainly leave a deep impression on consumers.
2. Design and draw.
After repeated scrutiny, once the trademark suitable for innovative products has been established, the next step is to draw the design. The design of the trademark is different from the general art design. First, the trademark is a visual art and must have a strong visual impact. It must be suitable for printing on product packaging, posters, newspapers, magazines, envelopes, and business cards. Suitable for use of television, neon signs, road signs, etc. for publicity. This requires that the same object must remain clear and beautiful after it is enlarged or reduced.
Trademarks are designed in various forms, but they can be summarized in the following ways.
(1) Chinese character form. Use Chinese characters for transformation and combination to make them more marked and descriptive. For example, Shanghai's permanent bicycle trademark uses the "permanent" two Chinese characters to ingeniously distort and combine to make it a bicycle shape, which is in line with the characteristics of the product and is a very successful design. The Yaxi trademark in Xinjiang also uses the transformation of the Chinese character “Asia†and has a strong visual effect.
(2) Letter form. At present, a large number of trademarks are changed and combined using letters. For example, the PVC embossed wallpaper trademark in Jiangxi is a combination of the letters D and L. Shanghai Leather Shoes Factory's trademark "f" is also very representative.
(3) Concrete form. It is the use of specific images for processing as a trademark. For example, the electronic piano trademark of Shanghai Phoenix Musical Instrument Factory is like a phoenix and a musical instrument. The subsidiary company's trademark, which is owned by Qingdao, is held together in two hands, making it easy to understand and intuitive.
(4) Abstract form. The use of dots, lines, and surfaces constitutes a design that makes it a trademark that is both modern and aesthetically consistent with the characteristics of the product. It not only fits the logic of the person, but also successfully reflects the product's connotation.
(5) Comprehensive form. The use of geometric shapes, pictographic shapes, Chinese characters, and letters are combined with each other to make them both beautiful and elegant, while also reflecting product features and performance. Such as the bulb trademark, with the light bulb shape and the letter "H" for clever combination, with a strong visual effect; Italian lighter trademark, is the use of lighter shape and the letter "S" combination, giving a particularly impressive.
3. Use and Design Strategy of Trademarks
Although the trademark is small, it is the intangible asset of the company. Once the trademark is established, it must apply for registration. Only in this way can the trademark become the umbrella of the company, so as to establish a good image and reputation for its own products in the fierce market competition and open the market. In order to successfully enter the market for innovative products, companies must also attach great importance to branding strategies for new products. The following strategies are used:
(1) Special Trademark Strategy. According to the different product varieties it produces, the company uses different special trademarks. Users can distinguish different types and models of these products from different special trademarks.
(2) Universal trademark strategy. Some new products have just been listed, users are not yet familiar with, it is difficult to promote sales, the use of the "old brand" reputation, to obtain the trust of users, can create conditions for the rapid opening up sales. The "White Cat" cleaning agent series produced by Shanghai No.5 Detergent Factory are all marked with the trademark of the White Cat. The use of the "White Cat Detergent" reputation will contribute to the sale of other similar products.
(3) borrowing trademark strategy. When Sony TVs in Japan first entered the US market, they rented the trademarks of the American SR Corporation. Later, Sony TVs took a stand in the United States and sold them under their own Sony trademarks. At present, the products of some Sino-foreign joint ventures in China often use the trademarks of foreign companies to expand the sales volume and influence of products.
(Liu Tiancong)
1. Conception and naming.
The point is to choose a good name. The name of a trademark must have a close relationship with the nature, content, and form of the product, that is, different products should seek a correspondingly competitive name according to the characteristics of the product itself. The trademark name should be thought-provoking, easy to read, easy to remember, thought-provoking, and can lead people to a good association, but also have a wide range of adaptability. Trademarks are both auditory arts and visual arts. The requirements for trademarks must not only look good, but also be nice, which means that pronunciation should be catchy, and the characters are concise and clear. Such as a towel in Shanghai, the name of the brand is "414", which agrees with "try it out." It not only reads loud, but also subconsciously plays the role of a salesman. Another example is the “Wahaha†trademark in Hangzhou, which not only points out that it is food, but also means that the product is served by children. Another example is the “U.S. and Canada†toothpaste, which has a long pronunciation and a high and low tone, so it is easy to read, crisp, and loud, and it is well received by consumers. Another example is the world famous drink "Pepsi-Cola" trademark, English "pepsi-cala", where "pep" reminiscent of the foam gas of the drink, "si" reminiscent of the sound of opening a bottle. This kind of pronunciation on the one hand gives people an image of association, giving people a sense of appetite; on the other hand, the name that is easy to produce associations will certainly leave a deep impression on consumers.
2. Design and draw.
After repeated scrutiny, once the trademark suitable for innovative products has been established, the next step is to draw the design. The design of the trademark is different from the general art design. First, the trademark is a visual art and must have a strong visual impact. It must be suitable for printing on product packaging, posters, newspapers, magazines, envelopes, and business cards. Suitable for use of television, neon signs, road signs, etc. for publicity. This requires that the same object must remain clear and beautiful after it is enlarged or reduced.
Trademarks are designed in various forms, but they can be summarized in the following ways.
(1) Chinese character form. Use Chinese characters for transformation and combination to make them more marked and descriptive. For example, Shanghai's permanent bicycle trademark uses the "permanent" two Chinese characters to ingeniously distort and combine to make it a bicycle shape, which is in line with the characteristics of the product and is a very successful design. The Yaxi trademark in Xinjiang also uses the transformation of the Chinese character “Asia†and has a strong visual effect.
(2) Letter form. At present, a large number of trademarks are changed and combined using letters. For example, the PVC embossed wallpaper trademark in Jiangxi is a combination of the letters D and L. Shanghai Leather Shoes Factory's trademark "f" is also very representative.
(3) Concrete form. It is the use of specific images for processing as a trademark. For example, the electronic piano trademark of Shanghai Phoenix Musical Instrument Factory is like a phoenix and a musical instrument. The subsidiary company's trademark, which is owned by Qingdao, is held together in two hands, making it easy to understand and intuitive.
(4) Abstract form. The use of dots, lines, and surfaces constitutes a design that makes it a trademark that is both modern and aesthetically consistent with the characteristics of the product. It not only fits the logic of the person, but also successfully reflects the product's connotation.
(5) Comprehensive form. The use of geometric shapes, pictographic shapes, Chinese characters, and letters are combined with each other to make them both beautiful and elegant, while also reflecting product features and performance. Such as the bulb trademark, with the light bulb shape and the letter "H" for clever combination, with a strong visual effect; Italian lighter trademark, is the use of lighter shape and the letter "S" combination, giving a particularly impressive.
3. Use and Design Strategy of Trademarks
Although the trademark is small, it is the intangible asset of the company. Once the trademark is established, it must apply for registration. Only in this way can the trademark become the umbrella of the company, so as to establish a good image and reputation for its own products in the fierce market competition and open the market. In order to successfully enter the market for innovative products, companies must also attach great importance to branding strategies for new products. The following strategies are used:
(1) Special Trademark Strategy. According to the different product varieties it produces, the company uses different special trademarks. Users can distinguish different types and models of these products from different special trademarks.
(2) Universal trademark strategy. Some new products have just been listed, users are not yet familiar with, it is difficult to promote sales, the use of the "old brand" reputation, to obtain the trust of users, can create conditions for the rapid opening up sales. The "White Cat" cleaning agent series produced by Shanghai No.5 Detergent Factory are all marked with the trademark of the White Cat. The use of the "White Cat Detergent" reputation will contribute to the sale of other similar products.
(3) borrowing trademark strategy. When Sony TVs in Japan first entered the US market, they rented the trademarks of the American SR Corporation. Later, Sony TVs took a stand in the United States and sold them under their own Sony trademarks. At present, the products of some Sino-foreign joint ventures in China often use the trademarks of foreign companies to expand the sales volume and influence of products.
(Liu Tiancong)
Source: Fine Art Network
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