The logo of Beixinyuan (300352. SZ), a listed company on the ChiNext board, has once again caught the attention of netizens due to its "ugliness".

The official website shows that the company's logo is an image of a person and nails intertwined. The human head is partially enlarged after deformation and distortion, resembling a nail head; At the same time, the lower body of the person was also replaced with the appearance of nail threads.

The LOGO of listed companies "too ugly" causes roast

Some netizens roast that the logo is too ugly, and also called it "the ugliest design", "like a screw man, the head is a bit like being split..." On the Beixinyuan Stock Bar, some netizens said that "the logo that the world thinks is ugly, but the company itself thinks it is very distinctive".

Netizens not only roast on the social platform, but also asked Beixinyuan on the interactive platform of Shenzhen Stock Exchange, "Did you really design the logo well?" "Did you legally obtain the right to use the portrait?"

Beixinyuan responded that the image is the chairman himself and has legally obtained the right to the portrait

Regarding whether to obtain the right to use the portrait, in May this year, Beixinyuan responded that the company's logo is the chairman himself and has legally obtained the right to use the portrait. Screws represent the spirit of research and nails, and what is most needed for scientific research is this spirit. The chairman is very persistent in pursuing this spirit of perseverance in technology and product strategy.

It turns out that the company's "ugly" logo has such a positive meaning behind it.

In fact, this is not the first time Beixinyuan's logo has received attention.

As early as April 2020, an investor left a message on the Shenzhen Stock Exchange's interactive platform suggesting that Beixinyuan replace the "ugly crying" logo, but Beixinyuan only responded by saying "Hello, thank you for your attention! Thank you

According to data, Beijing Beixinyuan Software Co., Ltd. is a leading enterprise in the field of information security in China. Founded in 1996, it was listed on the ChiNext board in 2012, with a latest market value of 7.6 billion yuan. One of the first A-share listed companies in the field of information security, the company's product business covers three core areas: information security and innovation, mobile office and secure communication applications, smart communities, and healthcare.

Beixinyuan has achieved the first market share in domestic terminal security management for 14 years, mainly providing high-quality security products and scenario based security solutions for customers in industries such as party, government, military, finance, energy, operators, healthcare, public security, transportation, education, and enterprises.

A logo is the external brand image of a company, and what characteristics should it possess?

We all know that the logo image design is the first step in the establishment of every enterprise, representing the external brand image of the enterprise. A good brand requires a logo that aligns with the company's attributes and values, and plays a significant role in promoting the brand.

So what characteristics should a logo possess?

1. Identification

Identification is one of the important functions of the enterprise's logo. Under the market economy system, competition is intensifying, and the public faces numerous and complicated information. There are countless kinds of logo Trademark symbol. Only the logo with distinctive characteristics, easy identification and memory, profound meaning, and beautiful shape can be highlighted in the industry. It can distinguish from other enterprises, products, or services, and make the audience deeply impressed with the enterprise, This enhances the importance of logo design. Although the logo of Beixinyuan has been roast about as "ugly", it is indeed very recognizable.

2. Leadership

LOGO is the core of a company's visual communication elements and the leading force for information dissemination. In a visual recognition system, the shape, color, and application method of a logo directly determine the form of other recognition elements. The establishment of other elements is a leadership position centered around the logo, which is a concentrated reflection of the company's business philosophy and activities, running through all business activities of the company, Authoritative leadership role.

The logo represents the business philosophy, cultural characteristics, value orientation, and reflects the industrial characteristics and business ideas of the enterprise. It is a specific symbol of the corporate spirit. The public's recognition of the corporate logo is equivalent to the recognition of the enterprise. The logo cannot be separated from the actual situation of the enterprise, go against the company's purpose, only do superficial work on the logo, lose the meaning of the logo itself, and even have a negative impact on the corporate image.

4. Coverage

With the continuous dissemination of business operations and corporate information, the connotation represented by a logo is becoming increasingly rich. The business activities, advertising, cultural construction, and public welfare activities of a company will be accepted by the public and depicted in their minds through the memory of the logo symbols. Over time, when the public sees the logo again, they will associate it with the products they have purchased and the services they have received, thus connecting the company with the public, Becoming a bridge connecting enterprises and audiences.

A suitable logo is very important for enterprises or products.

Of course, while designing a logo, it is also important to register the trademark in a timely manner and recognize the importance of trademark registration. If necessary, a dual layer of "trademark+copyright" can protect one's own brand, allowing enterprises to avoid unnecessary disputes in their development.

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