The origin of foreign logo design can be traced back to the Roman and ancient Greek periods in the 4th and 5th centuries BC. People at that time had already begun to use Sichuan logos. Vessels with engraved marks and tombs with marked livestock were found in Cave Q in ancient Egypt. Early trademarks were used on large sites during the heyday of Roman civilization, including masonry marks on Stan buildings and graphic and text logo designs on pottery. Such records can be found in one of the most recent "Chronological Economic Archives". In the middle of the 12th century, the coat of arms on European horses was the main means of distinguishing the true identity of a person wrapped in thick Kai armor. With the passage of time, heraldry was standardized into a systematic pattern, color mark and hereditary mark, indicating its lineage and position in the family. It has formed and established a set of design specifications. To this day, we can still see traces of heraldry such as shields in some designs. Monogram is also a mark in ancient Europe. It is mainly a way of signature, usually expressing the identity of the signer in a concise way. Since most people at the time were illiterate, the monogram was a way to visually change and concisely express the meaning. After the 12th century, Zhongyin's papermaking wood spread to Europe, and there are also records of papermaking in Italy and Spain. The earliest watermark logo (Figure 22-24) appeared on paper produced in Bologna, Italy in 1282. The watermark was achieved by imprinting a transparent and permanent watermark during the paper manufacturing process. This method enables the production of high-quality paper to make its own logo appear on the final product. 11 (paper) dagger. In addition to proving the brand of origin, the watermark also has the function of indicating quality and size. The rise of papermaking and printing led to the rapid development of book publishing in Europe. Early books did not have any logo until 1457, when a book with a publisher's logo and 11 issues appeared.

After the 13th century, European commerce developed, with the widespread use of trademarks. Manufacturing signs and commercial signs have been distinguished. There is also a popular business mark in Europe to distinguish members of supervisory guilds and companies (Figure 25-26). Some industries register the mark in a book and provide legal protection. Strong businessmen have successively used exclusive logos. This can ensure clear ownership of the goods and achieve the purpose of promoting themselves. This kind of business seal characters are not taken from ancient Nordic inscriptions and are decorated with simple lines. It is said that these characters have some mysterious symbolic meanings. Since then, the European commercial economy has continued to develop and grow. Business guilds have formulated their own guild logos in order to maintain control over the guild, its members, and apprentices. At this time, the use of trademarks not only represents the level of craftsmanship and materials used, but also includes the obligation to boycott foreign products and illegal sales. The code enacted by the British in 1266 included laws on trademarks.

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