当家徽纹章成为商标时  

When the Blazon Becomes a Trademark

作　　者：蒋炜 

机构地区：[1]不详

出　　处：《上海工艺美术》2019年第2期55-57,共3页Shanghai Arts & Crafts

摘　　要：家徽是按照特定规则组成的,具有身份识别功能的世袭颜色和符号系统。家徽在用于国家机构,团体,组织和企业时,意义也随之扩展为纹章。在1907年贝伦斯设计出第一个现代意义的图形商标以前,西方的商标纹样就是家徽,而东方的字号多以文字形式呈现。例外的是北宋济南刘家针铺的识别方式是绣白色的兔子。Family Emblem refers to a hereditary color and symbol system with identification functions, which is organized according to specific rules. When the family emblem is used in countries, groups, organizations and enterprises, its meaning is extended to the Blazon. Before Peter Behrens designed the first modern graphic trademark in 1907, the western trademark pattern was exactly the family emblem, while the eastern character was mostly presented in text form.

关 键 词：图形商标 家徽 符号系统 识别功能 国家机构 文字形式 识别方式 意义 

分 类 号：F203[经济管理—国民经济]