Читать книгу Advertising design. 10 illustrated lessons - Василий Бушков - Страница 4

First of all, we should know the definition of trademarks.

Trademark – a stylized beautiful graphic image identifying exactly an object, company or its specific activity. It’s registered and marked as R, if the trademark is still being registered – TM.

Figurative trademark – a graphic image of an object or its parts, geometric shapes or figures, it’s semantically charged.

Verbal trademark – a graphic font image used to identify only one specific company or goods, it contains no figurative elements (it includes logos and abbreviations).

Logo (abbreviation of logotype, from Greek: logos “word”, typos – “imprint”) – a verbal graphic original image, sometimes with figurative elements.

Abbreviation – a graphic image of the first letters of word phrases.

Combined trademark – a whole composition consisting of figurative and font trademarks.