As a prominent mark of pharmaceutical companies and products, the pharmaceutical trademark mark has its own characteristics in addition to its use in common with other industries. The first is that its design must be consistent with the attributes of the pharmaceutical industry, namely, health, safety, and vitality; and secondly, it must be approved by the State Administration for Industry and Commerce before it can be used. The pharmaceutical trademark logo is synonymous with the reputation, quality, safety, and effectiveness of corporate and corporate products. Therefore, the design of pharmaceutical trademark marks must not only grasp commonalities, but also highlight individuality, so as to establish a good image for enterprises in the commodity economy market and establish a brand image for products.
At present, many pharmaceutical companies in China have their own trademark marks. However, from the design point of view, there are still a considerable number of expressions that cannot be separated from painting and realistic expressions, and there are obvious signs of economic closure. From the perspective of the performance objects, there are many art characters, calligraphy, landscapes, tower bridges, and song cranes. Flowers, birds, dragons and phoenixes, and simple geometric shapes are the objects of expression; in terms of expression techniques, they are often depicted as weak and ineffective linework, like a line painting of landscapes, decorative paintings, or patchwork text patterns; emotions from expressions For example, many works fail to represent the characteristics of the pharmaceutical industry, lack the performance of corporate product attributes and the company's spiritual connotation, so that companies can reduce their non-verbal communication opportunities with consumers; from an aesthetic point of view, it is not too simple To be cumbersome, the lack of trademark marks should have the “strong and beautiful visual signal principleâ€. From the point of view of use, it fails to formulate a unified rule and practice for the use of trademark marks. It should have been a corporate image and product. The core trademark mark, as an accessory, the most obvious mistake is to “desalt†it in the packaging of the product. Dreamily, placed alone in a corner, dubbed "button trademark" make it difficult for consumers to identify and choose. If a company's trademark logo does not have a unique connotation and a strong visual impact, then this enterprise will have a hard time gaining the consumer's approval and goodwill, resulting in an opportunity to lose its own product and corporate image in the fierce market competition. With the establishment and improvement of China’s socialist market economy system, and China’s imminent accession to the World Trade Organization (WTO), it is in line with the international economy and urges pharmaceutical companies to focus on the “three-axis force†of enterprises in order to survive and develop. That is, the power of merchandise, sales force, and image power, and therefore more intense attention is paid to the trademark sign (which is an image force). Then, what should be the design guidelines and direction of modern Chinese medicine trademark logos? The author has the following points of view:
(a) focus on creativity and give meaning. The design of modern medical trademark logos must proceed from the company’s own image and reflect the company’s spiritual philosophy, so that the trademark logo can become a lifelike thing with blood and flesh. Whether or not the trademark mark has "soul" is the key to creativity. Creativity should start with the name. A good name is the crystallization of the labor and wisdom of the creator. It is a manifestation of culture. A good name can connect the hearts of consumers and arouse people's pursuit of spirit and material. The naming of "Sun God" is this outstanding example. The sun has been praised by mankind since ancient times. It is a symbol of enthusiasm, wisdom, bravery, kindness, health, and creativity. Whether in ancient oriental or western topics, there is a legend of the sun. The "Sun God" was granted as a trademark, which precisely combined the ancient worship with the pursuit of the times. It forward-looking expressed the company's upward spirit and strategic goals, and vividly reflected the unique personality and temperament of the company and its commodities. It reflects the attributes of the company and the function of the product, and causes people's beautiful associations and pursuits with its high style. In order to develop and produce marine drugs, the Shenzhen Neptune Group uses the name “NEPTUNUS†as an enterprise and trademark in European Roman mythology. Although the foreign language is used for Chinese use, it expresses the attributes of the company and its products. Sea Kings represent generosity, strength and love, symbolizing that companies have the ocean-like broad-mindedness and tremendous energy. The "Mrs." trademark of Shenzhen Taitai Pharmaceutical Co., Ltd. uses a common vocabulary to cater to the new trend. One of the modern women does not pay attention to health and beauty. The gentleman who does not like his wife has a youthful appearance. As a trademark of a health product that can regulate the body and prevent and eradicate yellow exhaustion, the “Mrs.†is too attractive. Powered. Starting from the tradition, using the foreign language as the middle or the ordinary vocabulary, these brand names are very creative. They not only skillfully express the attributes of the enterprises and products, but also reflect the health and safety of the pharmaceutical trademark marks. Sexual, life-like characteristics. Creativity should also be shown in trademark logo graphics. The expression of the attributes and characteristics of enterprises and products in the form of visually transmitted non-verbal communication reflects the company's connotation, spirit, and cultural concepts. It is the starting point for creativity and the destination for creativity. Let's take a look at some of the most innovative trademark logos: the sun god logo, consisting of circles and triangles. The circle symbolizes the sun and represents healthy, up-and-coming product features and corporate management purposes; the triangles are on the upward trend. It is the initial letter of APOLLO. It is also a symbol of the “person†character. It reflects the rising mood of the enterprise and the service and business philosophy centered on the “humanâ€. The three eternal colors of red, black, and white combine to create a strong contrast of colors, reflecting the overall attitude of the company to resign itself to the status quo. This trademark design is accurate in positioning, rich in connotation, and achieves the purpose of communicating corporate image, thus becoming a model for introducing CI in China. The Guangdong Hongxing Group Co., Ltd. logo highlights the subject in the most concise visual language. The logo is based on the design of the "Hyun" initial letter "H" and uses the conformal technique to give the "H" alphabet an ancient name. The legendary Peng bird image. Dapeng soared in the sky, implied that the company Pengcheng Miles, grand exhibition; Bo hit the market, thriving. The logo concentrically and prominently expresses the spirit of Dapeng of the Hongxing people in a concise image, demonstrating to the world a traditional corporate image that the traditional pharmaceutical companies are determined to make a breakthrough in the new economic wave and build new achievements. In October 1995, the Zhuhai Livzon Group's new logo was born. The idea of ​​the new logo is as follows: The circular shape is the main body, which encompasses the spirit of "Concentricity, Aggressiveness, Conscientiousness, and High Efficiency" of Livzon, and the two "L" of rotational symmetry constitute the "Z", expressing the positive results of the Livzon Group. Advancing with sufficient momentum, the standard color of the logo is azure blue. The simile that bred the source of all things in life is the blue sky and the sea. It symbolizes the perfect combination of science and nature and demonstrates the increasing awareness of environmental protection in the era of water and air related to living resources. . Obviously, this new symbol promotes the “green revolution†that people are concerned about today, and closely links the destiny and mission of a company with the destiny and future of society. Such a profound enterprise will of course receive social support and people. Love. Have to say, how important and meaningful is the creativity and embodiment of the pharmaceutical trademark logo?
(B) the design of concise, to meet the trend.
In the fast pace of modern life, the design of pharmaceutical trademark marks must be concise and clear, so that the audience can see at a glance. To achieve this, we must completely throw away the traditional pictorial description, followed by catering to international trends, using Western modern aesthetic methods of expression, to shape the logo into a simple, connotation of medical trademarks. Specific considerations should be taken from the following points:
1, using a symbolic, simple geometric processing style. This is the design style advocated by Bauhaus in Europe. Our country is struggling with various reasons and failed to introduce and promote this design style until the early 1970s. The three-dimensional structure and color composition were introduced to our country. The design of our country's modern medical trademark logo was possible and produced. The sun god logo is composed of a circle and a triangle; the sea king logo is composed of a circle and three major oblique lines; the symbol of the Anagena Drug Information System Co., Ltd. is composed of a circle and a lone line. These trademark logos are very simple, full of strength and dynamic, and have an international image. It is necessary to pay attention to the fact that a few companies have recently adopted a “wild, natural, or even complicated†trademark mark. Today’s group logo can be said to be a “rebellion†of the above style. It is a manifestation of modern people's pursuit of the concept of “new, extraordinary, and special†in visual communication; second, the credit for the application of modern computer technology, which makes consistent, natural and complicated trademark marks in design, printing, and use. And the cost will not increase significantly. In the design practice, the author realized that if this design style is used in the design of pharmaceutical trademark marks, he must pay attention to the determination and do not abuse it. Otherwise, it will be self-defeating.
2, using the standard word as a trademark mark. The standard word refers to the characteristics of the company's scale, nature and business philosophy, spirit, through the readability of text, descriptive, etc., to create a unique style of the font to achieve the purpose of corporate identification. The use of standard words as trademark marks is very popular in the world, such as “Coca Colaâ€, “IBMâ€, “Sanyo†and other trademarks. There are two forms of word marks: the first is a graphic ten standard word, such as “Sun Godâ€, “Mrs. "Trademarks; Second, the standard characters are the main ones, such as the "999" and "green leaf" logos. When designing typefaces and trademark marks, we must creatively revise the text. Specifically, the strokes of text should be thickened, and the overall area should be increased. To have texture, use lowercase letters as much as possible to make reading smoother.If you use trademark graphics, fonts must have a certain style of graphics in order to achieve harmony and unity. Standard words can also be expressed in color to make them more distinctive. .
3, using the expression of the inner circle of the outer circle. Only nationality is the world, and the design of pharmaceutical trademark marks pursues this same principle. The inner circle of the outer circle is an important symbol of our country's traditional culture. It shows the broad spirit of the Chinese nation, which is soft, inward, and self-improving, and magnificent. It uses the philosophy of the inner circle to guide the design of pharmaceutical trademark marks. To promote national culture, promote the national spirit, and make the national industry and commerce an important way to the world. When the abstract inner circle is transformed into the inner circle of the concrete circle, the circle gives a sense of gentleness. It often represents perfection, fraternity, reminiscent of health, love; square (including straight lines and angular geometry Shape) gives a strong feeling, it often represents power, speed, reminds people of life and science. The circle is a symbol of commonness. It represents all the attributes of the health, safety, and vitality of the pharmaceutical industry. Party is a symbol of individuality. It represents the overall and uniqueness of each pharmaceutical company's management, technology, and strength. Image. Take the logo of the Haiwang Group as an example: The outer circle is a symbol of the ocean and the universe, and also represents the principles of love, kindness, and management that the Neptune Group cares for the health and well-being of all human beings. The inner three arrows symbolize the trident, representing generosity, strength, and love. Representing the three business concepts of Neptune Group: People-oriented, scientific efficiency, and creativity as the soul.
(C) unified integration, full promotion. The design and use of a pharmaceutical trademark logo is a systematic project. Light design does not promote it. It can only be an obscure symbol. Therefore, enterprises must do a good job of integrating the trademark marks and fully promote the work. First of all, we must take the CI strategy as a guide to strive to achieve the trademark logo