Logo (TradMark in English) refers to the reason used by producers and operators on goods and their packaging or on service marks in order to distinguish their own goods or services from those of others. A visual mark composed of text, graphics, letters, numbers, three-dimensional logos and color combinations, as well as combinations of the above elements. The leading Intellectual Property Organization (World Intellectnal Proporty Organization, referred to as WIPO) defines a logo as: a logo is a sign used to distinguish the products of an industrial or commercial enterprise or such an enterprise group.

The International Association for the Protection of Industrial Property (AIPPI) defined logo at the Berlin Congress: "A logo is a mark used to distinguish the goods and services provided by an individual or a collective." The French government stated in its " The Logo Law states: "All tangible marks used to identify the products, items or services of any enterprise can be regarded as logos." The characteristics of a logo are:

(1) A logo is a The mark on the goods or services cannot be separated from the goods or services. The brand trademark is designed and attached to the goods or services.

(2) A logo is a sign that distinguishes the goods or services of others, and has a particularly distinctive distinguishing function, thereby making it easy for consumers to identify. The composition of a logo is an artistic creation.

(3) A logo is a visual mark composed of text, graphics, letters, numbers, three-dimensional signs and colors, as well as a combination of the above elements.

(4) The logo is exclusive. The purpose of using a logo is to distinguish it from other people's goods or service logos and trademark designs, so that consumers can easily identify it. Therefore, the owner of a registered logo has exclusive rights to his or her logo and is protected by law. No one may use a logo that is the same or similar to the registered logo without the permission of the owner of the logo right. Otherwise, it will constitute an infringement of the registered logo. The owner of the right will bear the corresponding legal liability for the exclusive right to use the logo.

(5) Logo is an intangible asset and has value. The logo represents the quality reputation, corporate reputation and image of the logo owner's production or operation. The logo owner makes the logo valuable and increases the added value of the product through the logo's creativity, design, registration, advertising and use. The value of a logo can be determined through an appraisal. The logo can be transferred for a fee, and others can be allowed to use it with the consent of the logo owner.

(6) Logo is the carrier of product information and a tool to participate in market competition. The competition among producers and operators is the competition of the quality and reputation of goods or services, and its manifestation is the competition of logo degree. The higher the logo degree, the stronger the competitiveness of its goods or services.