Trademarks Part II

Question 1

The function of a trademark is [blank].

Answer 1

identification - p. 45

Question 2

Modern trademarks have a relation to two issues:

Answer 2

Design Programs (identification + organization) 
and Branding (the marking of products). - p. 45

Question 3

Design Programs (Organization) + Branding (Product) =

Answer 3

Corporate Identity - p. 45

Question 4

Design Programs consists of a number of basic [blank] and a number of rules for their
applications.

Answer 4

Elements - p. 46

Question 5

The most usual basic elements design programs are made up of are:

Answer 5

a. Trademarks - Letter Mark and Picture Mark
b. Typefaces
c. Colors
- p. 46

Question 6

The common applications of a design program are:

Answer 6

Correspondence, Sales Literature, Advertising, Products, Packaging, Vehicles, Signage,
Shop Fronts, Shop Interiors, and Uniforms
p. 46

Question 7

The Goals of a Design Program:

Answer 7

a. Control of Visual Identity
b. External Identification
c. Internal Identification
d. Economy
e. Overall Business Goals
p. 55

Question 8

The goals of [blank] are, in principle, the same as those of a [blank] program, with an emphasis on product issues; a brand implies a product-related design program.

Answer 8

• branding
• corporate design

p. 56

Question 9

Kinds of Identification:

Answer 9

1. Uniqueness
2. Value
3. Holding Power
4. Description
5. Association
6. Tone of Voice
7. Graphic Excellence
8. Reputation
9. Discretion
10. Repetition
    - p. 62