On December 18th, Mengniu refreshed and upgraded its logo, which had been in use for 22 years. The new logo was designed by Rob Janoff, who also created Apple's iconic logo, marking his first collaboration with a renowned Chinese consumer brand. It not only maintains traditional Chinese style but also highlights an international design aesthetic.

The new logo retains the original graphic structure and basic color scheme to a great extent, continuing the main color tones of Mengniu's previous logo. Visually, the new logo enhances the familiar elements of the "ox horn," "Mother River," and the "green grasslands," which embody Chinese characteristics and Mengniu's unique style, through adjustments in graphics, color codes, and borders.

Did you notice? Mengniu's new logo features a "TM" mark, whereas the previous logo had an "R" mark. Why is that?

Firstly, the "TM" symbol, to be precise, is not a trademark symbol but rather a conventional indication that a trademark has been accepted by the Trademark Office (received an acceptance notice) and is not yet officially registered. In short, the "TM" trademark merely signifies that the mark is in use but does not constitute a legally protected registered trademark.

The "R" symbol indicates a trademark that has been approved and registered by the Trademark Office. According to the "Regulations for the Implementation of the Trademark Law," "When using a registered trademark, it is permissible to indicate the registered trademark or the registration mark on the goods, packaging of goods, or other affixed items." The registration mark referred to in the regulations is the "R." When using a registered trademark, the registrant of the trademark may mark "R" in the upper right or lower right corner of the trademark. In summary, the "R" trademark has been approved and registered by the Trademark Office, and its applicant has acquired exclusive trademark rights protected by law. No individual or organization may infringe upon its exclusive trademark rights. The applicant has the exclusive right to use the registered trademark in commercial activities.

Mengniu's logo upgrade features distinct markings, indicating its strict adherence to trademark usage regulations. Specifically, Article 49 of the Trademark Law stipulates: "If a trademark registrant alters the registered trademark, the name of the registrant, address, or any other registered matters during the process of using the registered trademark, the local administrative department for industry and commerce shall order correction within a specified period; if no correction is made by the end of the period, the Trademark Bureau shall revoke the registered trademark."

In summary, trademark law stipulates that the logo must be used in a standardized manner; it should be used as it appears during registration. Any modifications, even a change in arrangement, require a new trademark application.