QUE ES UN LOGOTIPO?
TRADEMARKSHOW TO SELECT A SUCCESSFUL ONE.
6th project meeting in LODZ, POLAND26th- 30th September
20162015-1-TR01-KA219-021988 1
CONTENTSWhat is a trademark?Why is it important to select a good
trademark?Types of trademarks. Analysis of the robustnessWhat is a
logo?What is a slogan?Linguistic resources to make a
sloganEvolution of a trademarkPoints to be considered to get a
successful trademark.
What is a trademark?A trademark can be a text (word), logo,
symbol (unnamed), design (three-dimensional), color, sound, or a
unique combination of the above elements, that identifies and
distinguishes the origin of a product and differentiates it from
any other.
3
A trademark must be registrable and so law will protect and
nobody else could use it.
What is a trademark?
A trademark is more than identifying a product or service
easily; it is the symbol of quality, reliability and
distinction.
If it captivates the audience and attracts new people, the
business can grow in ways that nobody may have imagined.
Types of trademarks: word marktsThe strongest inclination of the
entrepreneur is to designate a descriptive mark based on a name
that describes the product or service offered, such as The Laundry
Service of Miami".That use of generic words like "Laundry" to
establish a mental association with the product or service offered
are very weak and are not registrable
Among the stronger word trademarks, there are those who use
acronyms as a secondary identification. For example, few people
today remember that the powerful trademark 3M is the acronym of
Minnesota Mining and Manufacturing trademark or that International
Business Machines is represented by the acronym IBM.
Types of trademarks: word markts
The best word marks are those that are arbitrary or fanciful.The
designation of a fruit name for a computer is arbitrary and
although it took some time until the public associated it with a
computer once accepted, this is much stronger than a merely
descriptive trademark.
Types of trademarks: word markts
Perhaps the strongest trademark could be a logo (a drawing, a
shape ), because a drawing is worth a thousand words.
These trademarks are powerful symbols that acquired its own
meaning ,in association with products that they represent, with the
pass of time, through investment in advertising and disseminated by
public recognition.
Types of trademarks: symbols
Less common trademarks but which create strong partnerships with
consumer are those trademarks associated with colors or sounds.
This kind of trademarks are used not only to distinguish the
product or service but as a distinctive element that helps to
identify competitors. Types of trademarks: colors and sounds
Sounds are used as trademarks in media that can be transmitted,
such as the series of notes that identify the company.Types of
trademarks: colors and sounds
Many companies use a logo (symbol and letters) as a trademark of
their products or services.
LOGOS AND SLOGANSA logo is the combination of a symbol or
drawing with letters (ussually one or two words)
And this is often reinforced with a text or slogan. LOGOS AND
SLOGANS
WHAT IS AN ADVERTISING SLOGAN?
A simple and catchy phrase accompanying a logo or brand.
RhymesImperatives 1st Person RETORICSPositive
messagesMETAFORESWORD PLAYS NEW WORDS
SLOGANGS: LINGUISTIC RESOURCESThe commercial language uses
linguistic resources to call the attention of the consumers.And now
some examples..
WORD PLAYS
Publicity of the city of Amsterdam, plays in English with I AM
sterdamSLOGANGS: LINGUISTIC RESOURCES
SIMILAR WORDS
SLOGANGS: LINGUISTIC RESOURCES
It plays with aerodinamic and dynamite giving both meanings.
SLOGANGS: LINGUISTIC RESOURCESNEW WORDS
RHYMES
SLOGANGS: LINGUISTIC RESOURCES
IMPERATIVES
SLOGANGS: LINGUISTIC RESOURCES
POLYSEMY
SLOGANGS: LINGUISTIC RESOURCES
WORD PLAYS
SLOGANGS: LINGUISTIC RESOURCES
Possitive messages
SLOGANGS: LINGUISTIC RESOURCES
Evolution of a trademark
As society evolves, so trademarks do ..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
As society evolves, so trademarks do..Sometimes only smoothing
the symbols others changing them. And often, erasing the name.
Evolution of a trademark
Points to be considered to get a successful trademarkSelecting a
good trademark is important to get successful bussines.A good
trademark has to be registrable, creative ,distinguishable adaptive
and original.A good design involves selecting a good name, symbol
and slogan.The success of the trademark requires time, investment
in advertising and dissemination.
References
http://www.juliocguerrerob.com/index.php/news/item/70-how-to-select-a-successful-trademark
https://en.wikipedia.org/wiki/Trademark
http://webneel.com/company-logo-evolution-history-brand
https://www.thebalance.com/how-to-select-a-good-trademark-2948672
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