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改革开放以来,伴随着社会主义市场经济的发展,我国标志设计也获得了新生,一方面表现为量的增加,一方面表现为质的飞跃。标志设计更加贴近市场,发挥着塑造品牌开拓市场的功能。标志设计成为企业开拓市场不可或缺的重要环节,与以前的商标设计相比,这是一个重要的变化。 80年代中期以前,我国的标志设计主要用于商标,作为产品的标记,以区别于其它同类产品。这时的设计,往往以花、鸟、草、虫、动物、山、水、人名、地名为内容,有些设计还明显地带有政治色彩,体现了当时的文化背景和产品经济的特色。设计构成也多繁杂、雷同,不易记,不易识别。这些标志存在的最大缺点是商标、产品、企业名称相分离,没有统一的形象力,缺乏开拓市场的力度。有的商标译成英文后还会引起歧义,不利于开发国际市场。虽然当时的商标在促进销售方面发挥过积极作用,但是由于当时物质产品篑乏,生产和消费水平很低,对于消费者来说商标也并不重要。在销售领域,产品基本上实行配发式的销售,厂家的品牌意识也不强。
Since the reform and opening up, along with the development of the socialist market economy, the design of our country has also gained a new lease of life. On the one hand, it shows an increase in quantity and on the other hand, it shows a qualitative leap. Logo design closer to the market, play to shape the brand to open up the market. Logo design has become an indispensable part of an enterprise to open up an important part of the market, compared with the previous trademark design, which is an important change. Before the mid-1980s, China’s logo design is mainly used for trademarks, as a product of the mark to distinguish it from other similar products. At this time of design, the contents of flowers, birds, grass, insects, animals, mountains, water, names, and names are often used. Some of the designs are obviously political in nature, reflecting the cultural background and product economy characteristics at that time. Design composition is also more complicated, the same, not easy to remember, not easy to identify. The biggest shortcoming of these marks is the separation of trademark, product and company name, lack of unified image and lack of market exploration. Some trademarks will be ambiguous when translated into English, which is not conducive to the development of international markets. Although the then trademark played an active role in promoting sales, it was not important for consumers because of the lack of material goods and low levels of production and consumption at the time. In the field of sales, the product basically implements distribution sales, the manufacturer’s brand awareness is not strong.