First, text markup

　　字符标记是指由汉字或者拉丁字母组成的商标标志。

　　Character marking is a trademark mark consisting of Chinese characters or Latin letters.

　　(1)中国的标志

　　(1) Signs of China

　　汉字是世界上古老的文字系统之一。关于汉字的起源有很多传说。有资料表明，汉字的产生源于符号意识。中国书画历来说同源，可见，汉字有双重起源，一个象形文字，一个符号。事实上，汉字造型本身就是由象形文字发展而来的一种模式形式。古代甲骨文属于象形文字，是由图画构成的。经过几千年的演变，现代文字和甲骨文已经完全不同了，但它们的各种结构仍然符合绘画造型的规律。汉字一直是一个非常丰富的设计源泉，以汉字为主题的标志有着悠久的历史，并且在多种形式的标志中独具一格。

　　Chinese characters are one of the oldest writing systems in the world. There are many legends about the origin of Chinese characters. Some data show that the emergence of Chinese characters originates from the consciousness of symbols. Chinese painting and calligraphy have always been of the same origin. It can be seen that Chinese characters have dual origins, one hieroglyph and one symbol. In fact, Chinese character modeling itself is a model form developed from hieroglyphics. Ancient oracle bone inscriptions belong to hieroglyphics and are composed of pictures. After thousands of years of evolution, modern characters and oracle bone inscriptions have been completely different, but their various structures still conform to the rules of painting modeling. Chinese characters have always been a very rich source of design, with Chinese characters as the theme of the logo has a long history, and unique in a variety of forms of logo.

　　在标志设计方面，汉字无疑是人类社会历史上伟大、成功的设计。它是简单的设计元素，运用丰富和复杂的设计手段来设计logo，在当今现代企业形象中，被广泛应用于商业活动中。由汉字组成的标识可以独立承载文化信息，增强标识的视觉特征，增强视觉冲击力，从而增强公众的记忆。汉字资源极其丰富，它们在自身的发展和演变中，不仅有着一脉相承的脉络，而且有着多姿多彩的风格，它们以其多样统一的风格，表现出独特、深刻而富有魅力的民族传统和民族精神。例如，“羊”这个词是中国原始社会的图腾，被祖先崇拜。吉祥羊，古籍上也能看到“吉羊”这样的字，吉羊是吉祥的。如果再把“美”字，现在一般认为是“羊大美”，其实它是一个单身象形文字，它的字形是在人的头上和羊的装饰上。随着时间的流逝,历史的发展,这些图形和字符继续沉淀,扩展和发展,从而形成中国特有的传统艺术体系,这体现了中华民族的智慧精华,几千年来,也反映了中华民族独特的艺术精神。

　　In logo design, Chinese characters are undoubtedly the greatest and most successful design in the history of human society. It is the simplest design element, using the richest and most complex design means to design logo, which is widely used in business activities in today's modern corporate image. The logo composed of Chinese characters can independently carry cultural information, enhance the visual characteristics of the logo, enhance the visual impact, and thus enhance the public's memory. Chinese characters are extremely rich in resources. In their own development and evolution, they not only have the same vein, but also have a variety of styles. With their diverse and unified styles, they show unique, profound and charming national traditions and national spirit. For example, the word "sheep" is a totem of Chinese primitive society, worshipped by ancestors. The word "lucky sheep" can also be seen in ancient books. The word "lucky sheep" is lucky. If the word "beauty" is used again, it is now generally regarded as "goat's beauty". In fact, it is a single hieroglyph. Its font is on the head of people and the decoration of sheep. With the passage of time and the development of history, these figures and characters continue to precipitate, expand and develop, thus forming a unique traditional Chinese art system. This embodies the wisdom of the Chinese nation, which has also reflected the unique artistic spirit of the Chinese nation for thousands of years.

　　(2)拉丁字母标识

　　(2) Latin alphabet identification

　　拉丁字母是一种国际语言。国际商标中广泛使用拉丁字母。26个字母可以单独设计为商标logo，同样的字母也可以设计成各种不同形状的logo作品。

　　The Latin alphabet is an international language. Latin letters are widely used in international trademarks. Twenty-six letters can be designed as trademark logo separately, and the same letters can be designed as logo works of various shapes.

　　由拉丁字母组成的商标通常使用名称的个字母、个音节、全字母缩写或全称作为商标设计的矩阵。以单个字母的形式，两个字母相连的类型，三个字母相连的类型，图形，多个字母等形式。通过字母的造型设计，构成简洁、鲜明、独特的商标标识。

　　Trademarks consisting of Latin letters usually use the first letter, syllable, acronym or matrix of designs for trademarks. In the form of a single letter, the type of two letters connected, the type of three letters connected, graphics, multiple letters and so on. Through the shape design of the letters, a concise, distinct and unique trademark logo is formed.

　　拉丁字母字体有多种形式，字体形状简单，可塑性强，有利于变形和加工。构思、造型、艺术表现形式多种多样，有创新的空间和可能性。

　　Latin alphabet fonts have many forms, the font shape is simple, plasticity is strong, is conducive to deformation and processing. There are various forms of conception, modelling and artistic expression, which have the space and possibility of innovation.