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广东丝绸的 SILIQUE(丝丽)商标,乍一看很普通,但它的“出生”费用却不菲,足足花了三四十万美元,因为这是美国著名的设计公司对企业形象重新进行定位,开发出全新的丝绸理念——SILIQUE。“SILIQUE(丝丽)”商标,是商标与司标合一的标记,它引申于“Silk”(丝绸),直接反映了丝绸的特征:高贵、典雅、雍容、华丽“SILIQUE”法语的拼写赋予它时尚和浪漫,英文词义为“果实”之意。促使丝绸集团下大决心来塑造品牌,有一段鲜为人知的故事。改革开放之初,丝绸与兄弟公司分家,由于品牌意识不强,显得很大方,把本属于自己的商标都让给了兄弟公司。结果,在发展过程中,被品牌效应撞了一下“腰”。例如,
The SILIQUE trademark of Guangdong Silk was very common at first glance, but its “birth” cost was not cheap. It cost US$ 30,000 to US$ 400,000, because this is the image of the famous American design company. Repositioning to develop a new silk concept - SILIQUE. “SILIQUE(Silicon)” trademark is a mark of the trademark and the logo. It is extended to “Silk” (silk) and directly reflects the characteristics of silk: noble, elegant, graceful, gorgeous “SILIQUE ” “French spelling gives it fashion and romance, and English meaning ”fruit". It is a little-known story that prompted Silk Group to make a big determination to shape the brand. At the beginning of the reform and opening up, Silk and its brothers were separated. Due to the weak brand awareness, they were very generous and left their own trademarks to their brothers. As a result, in the development process, it was hit by the brand effect. E.g,