Essence,Imago,Form Of Present-day Trademark

The contents discussed in the first chapter is essence of present-day trademark:1,essence of trademark and visual denotation:essence of trademark---visual denotation;denotation---the means of showing thought;the development,sorts of denotation and position of trademark;weakness of visual denotation;2,the types of visual denotation used by trademark.The contents discussed in the second chapter is imago of present-day trademark:1,the birth of imago;2,association and imagination,symbol and comparison.The contents discussed in the third chapter is form of present-day trademark:1,content and form of trademark;2,the form of trademark must obey the rules of formal beauty:chief rule of formal beauty and others;3,how to obtain formal beauty;4,formal beauty of constructivism and its importance in designing trademark:character,element,rules of constructivism.