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Chinas domestic brand logo design should response to the new background.Chinas domestic brand need be established to counter the foreign brand,so we should design the distinctive image of the local logo.The article explores the innovation rules and trends of Chinas domestic brand logo design from the following aspects: focus on the expression of ideas and content; deepen the traditional national elements of the application; enhance the graphical performance of Chinese characters; expand diversity performance tools.As technology advances and consumer aesthetic improvement,the logo design has some development and change and shows distinct image and characteristics.