Summary: | 碩士 === 國立高雄師範大學 === 視覺傳達設計研究所 === 95 === The trademark symbol belongs to the field of visual communication design. Enterprises begin to pay attention to the trademark symbol gradually, it offers the trust and value of goods or serves on the image. The design of the trademark symbol focused on the question of recognition because this will influence the uniqueness of each brand directly and involve the relevant regulation of the Trademark Law at the same time. Each design of trademark presents deep enterprise’s meaning. In order to represent the spirit and symbol of enterprises, most trademark design transmit information through visual images. Hence many illegal companies use a part of the trademark images which belong to others’ and change into own brand. For the purpose of coveting benefit, they combine a lot of similar characters to design trademark nearly in figures or words and cheat customers. This has not only destroyed the image that enterprises set up for a long time seriously but also damage to interests of enterprise and consumer at the same time.
In this research we use sample survey and questionnaire data to test interviewers for familiart, analyzing the similarity and differentiation, probing “similar”models while people recognize ones. We figure out which usual operation appears easily in similar trademarks by the recognition of trademarks and hope to provide another thinking about the communication of the trademarks for designers.
Four major structures have been focused. (1) The similar trademark symbol is ' the same but dissimilar ' with the ' similar but not the same characteristic '. (2) The similar trademark symbols divide into five kinds. (3) There are relationship between the similarity and differentiation of similar trademark symbol. (4) Customers distinguish a genuine trademark from a similar one.
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