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企业商标标志是CIS中最重要元素,是CIS策划设计乃至传播实施的中心内容。由于它对企业身分或品牌的法定标志作用,所以,企业商标标志的设定不仅要涉及商标法律问题,而且涉及到影响企业形象、CIS实施与企业无形资产形成的长久性战略战术问题。现代商标标志,力求创新、审美与识别作用,力求表达企业形象、精神以及品质特性等诸多内涵。中国美菱集团股份有限公司在导入CIS之前,首步工作是在华东地区范围内征集新标志设计作品,收到设
The corporate logo mark is the most important element in the CIS, and is the central content of the CIS planning and design and even the implementation of the dissemination. Because of its role in the legal status of corporate identity or brand, the establishment of a corporate trademark mark not only involves trademark legal issues, but also involves long-term strategic and tactical issues affecting the corporate image, CIS implementation, and the formation of intangible assets of the company. Modern trademark marks strive for innovation, aesthetics and recognition, and strive to express the connotations of corporate image, spirit and quality characteristics. Prior to the introduction of CIS, China Meiling Group Co., Ltd., the first step was to recruit new logo design works in the East China region.