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在市场经济发展过程中,企业之间的竞争不仅仅体现在企业规模和产品质量等硬件方面,包括商标设计、宣传策划等软环境方面的因素同样重要。在企业识别系统诸要素中,商标的使用频率最高,应用范围最广,成为企业的重要标志。企业商标的设计离不开文化环境的影响,它是整个企业独特的视觉设计核心,但具有鲜明的时代特色和共性。商标是企业形象宣传设计要素的重要组成部分,是企业文化和产品内容的象征,是沟通企业、产品与消费者心理需求的桥梁。
In the process of market economy development, the competition among enterprises is not only reflected in the hardware aspects such as enterprise scale and product quality, but also the factors of soft environment including trademark design and promotion plan. Among the various elements of the enterprise identification system, the trademark is used most frequently and has the widest application range, becoming an important symbol of the enterprise. The design of the corporate trademark can not be separated from the influence of the cultural environment. It is the unique visual design core of the entire enterprise, but it has distinct characteristics and commonalities of the times. Trademark is an important part of corporate image design elements of propaganda, a symbol of corporate culture and product content, is a bridge to communicate the psychological needs of enterprises, products and consumers.