Commercial tabu design teaching theory taboo articles

International brand trademark design taboo

First, trademarks cannot use geographical names

The use of geographical names as trademarks can only indicate the place of origin of the goods and will not enable consumers to identify the role of the producers of goods, and it will easily lead to confusion in the place of production. There are a large number of geographical names as trademarks in the domestic market, such as the Yellow River license car, the Beijing brand TV, etc. However, it is better not to use geographical names for trademarks exported because many countries’ trademark laws lack geographical features and geographical names. It is shared by all and should not be registered for the exclusive cause of a certain producer. Some even have to reluctantly register with a lot of restrictions, such as the Qingdao Beer and Zhonghua cigarettes.

Second, the meaning of the surname in the foreign language used in the trademark

Some countries’ trademark laws stipulate that the use of surnames as trademarks must be subject to my consent.
If I die soon, I must seek the consent of my legal representative or agent. The English accompanying some of our trademarks happens to be the foreigner’s surname or the surname. For example, “Vio le t” in English of the “Violet” brand, “Fo r w a rd” in English of the “Forward” trademark, “D iam ond” in English of the “Diamond” trademark, and “Sw an” in English of the “Swan” trademark Similar to or similar to the British surnames Violette, Forwater, Diamond, and Sweesson, such trademarks have encountered difficulties when registering abroad, and some of them cannot be registered at all.

Third, it should not use digital as a trademark

The use of digital as a trademark in many countries is considered to lack its distinctive features, and the figures are common to all human beings and should not be exclusively owned by a certain producer, and thus are not registered. Some countries are very jealous of individual figures. For example, Western countries think that “13” is an unfortunate and dangerous figure, and it is avoided on any occasion. In some countries, the law stipulates that the number can be registered as a trademark, but the condition is that the trademark has been widely used or has become famous as a brand name. Therefore, it is best not to use numbers as a theme for designing trademarks for export goods.

Fourth, the trademark text, graphics, colors, etc. should avoid bad meaning

Some national trademark laws have made some special provisions according to the customs of their country, or they are habitually hanged. The design of branded trademarks for export goods should be adapted to the local cultural and cultural traditions. Do not go against local customs and national religious beliefs, especially taboos everywhere.

For example, white elephant batteries exported by China are very popular in Southeast Asia, because "White Elephant" is a good fortune in Southeast Asia, but no one cares about the European and American markets, because "White elephant" in English "W h ite E leph An "t" means something that is useless and annoying. It shows that no one will like it.

China's “Blue Sky” brand toothpaste was exported to the United States. Its translated name “Blu e Sk y” has become a non-recoverable bond, and sales have undoubtedly become a problem; in China, deer is generally regarded as a symbol of happiness, liveliness, and longevity. , but in Brazil and other places it is a common name for "homosexuality";

The Japanese regard the turtle as a symbol of longevity, while China avoids turtles and interprets cranes and pines as longevity. The French crane is synonymous with stupid and promiscuous women.

The peacock is beautiful in the minds of the Asians, but in France it is the name of the adulteress; the tulip is the national flower of the Netherlands, it is a symbol of love in the sera, but in the eyes of the French it is unsympathetic; Sri Lanka India regards elephants as a symbol of solemnity. In the European vocabulary, elephants are awkward synonymous; Islamic countries ban the design of pigs and similar pigs;

Dogs are considered unlawful in North Africa; Chinese pride pandas are widely popular in Southeast Asia, Europe, and the United States, and are regarded as nasty, but Islamic countries have a sense of disgust for them; Westerners are jealous of black cats and think of black cats. It's an ominous thing; Australia bans rabbits because rabbits are a local hazard; Japanese people love cherry blossoms and avoid the lotus, and they also avoid the chrysanthemums that represent the royal family.

The Arabs have disabled the hexagonal star map; Italy keeps tabs on orchids; the Czechs use the red triangle pattern as a poisonous sign; France bans spades and believes that spades are a symbol of the dead;

Americans use red to represent anger, darkness means jealousy, blue means worry, and yellow signifies jealousy;

The Swedes banned the blue; Western countries were unlucky with black, and Eastern countries with white as unlucky;

The British are jealous of yellow, Chinese and Thai people regard yellow as solemn, noble and power, and Ethiopians wear yellow clothes when they make funerals;

In Latin American countries, people associate purple with death; Japanese people regard red and black as traditional colors and preferences;

Greenness gives people a feeling of coolness and tranquility. It is generally popular in Italy, Singapore, and other countries. However, the Japanese believe that green is not good fortune; because of the existence of these special taboos in various countries, we are required to design brand trademarks for export goods. Do whatever you like, you should avoid it.

The design of brand trademarks on the international market must conform to the local laws and regulations of the market countries, and must also comply with international practices in order to apply to the relevant departments for registration and obtain exclusive trademark rights. The design of the brand logo should show the characteristics of the company or product. The uniqueness of the brand logo design can make the company's brand stand out among thousands of brands, and it is easy to attract consumers' attention. The brand logo design should imply to the consumer the effectiveness or quality of the product. For example, when the “Sp r ite” beverage first appeared in the Hong Kong market, according to the conventions of Hong Kong and Macao to acquire auspicious mentality, it was dubbed the “private benefit” according to its harmonic sound. Actual The sales situation was not good. Later, it was renamed "Sprite". It gave people the impression of cooling and quenching their thirst and the products were accepted by consumers. Among the shampoos and hair care products sold in China by Procter & Gamble Co., Ltd., there is a brand called "Rejoice," which means the hair is flowing and soft, which can fully display the characteristics and quality of the goods and leave consumers with a good mentality. Aftertaste.