How to protect the use of corporate logo?

However, even some principles of this simplest usage specification are now challenged.

Let's first take a look at how the LOGO is used in the VI manual designed for us by the designer we are using: the whole LOGO consists of corporate emblem, standard Chinese and English characters and information lines. When using the LOGO, it is not allowed to change the proportion of the three parts at will, to redraw any other characters instead of proprietary characters, and to change the enterprise-specific color system. This is the most basic norm. Designers who strictly protect corporate LOGO also set some prohibition standards:

Don't stretch the company logo by electronic means at will.

Don't put any graphics or text in the space around the sign.

Do not change the distance and proportion between graphic symbols and text symbols.

Don't use the company logo as a decorative pattern and background.

The application of the brand LOGO established in the Internet era is just challenging these rules and has achieved unexpected results. The most typical example of this is the successful use of google logo. First of all, on your search results page, google will expand the letter OO in Google's LOGO to show the number of search results, which is obviously not allowed by the traditional brand logo usage specification. More creatively and boldly, when solar terms and major events occur in different seasons, Google constantly changes its logo, creatively displays the English letters of Google logo, especially the two chubby "O", and turns them into pumpkins, Nobel Prize medals, ice hockey and Halloween stopwatches ... In the new year, let a bird and a white rabbit play cards with the number "2" on both sides of "OO", and it will become. Moreover, the letter "L" is often dressed as a flagpole. For example, on French National Day, a French flag flies at its top. It is these practices that ridicule their own corporate LOGO and get wide acclaim and love from the public. Google has received letters of commendation from thousands of users, saying that they like to add comics to Google logo, which makes them feel that they are not only served by indifferent computers, but also by real and personalized humanity.

Then, do we stick to the LOGO usage guidelines strictly stipulated by designers, or do we learn from some new brands in the Internet era and make some changes that conform to the times? I think it varies from enterprise to enterprise. As some cutting-edge enterprises with distinctive personalities, especially brands aimed at new people, there is no need to stick to those unreasonable stereotypes. On the premise of maintaining the core elements of logo, we can play some novel ideas.