商标符号是人类文化符号的一部分。从符号形式的视觉特征来看,商标既是一种视觉形态的审美显现,也是符号背后形式结构、品牌文化、社会历史等意义的符号化存在,同时,更是商标符号在不同阐释语境下意义的表述与解读方式。我们从以下四个方面对商标符号意义阐释规律作简要的论述。首先,商标符号的意义阐释,是一个关涉到设计者赋义、商标符号传义、接受者释义的系统活动,三者构成一个彼此相互从属的关系网络。设计者将客体对象的信息和自身体验信息通过符号编码预设到符号的视觉结构中 Trademark symbols are part of human cultural symbols. From the visual characteristics of the symbol form, the trademark is not only a visual appearance of the visual form, but also the symbolic existence of the formal structure, brand culture and social history behind the symbol. At the same time, the trademark is more meaningful under different interpretations Expression and interpretation of the way. From the following four aspects, we give a brief discussion of the law of the interpretation of the meaning of trademark symbols. First of all, the interpretation of the meaning of the trademark symbol is a systematic activity related to the definition of designer, the righteousness of the trademark symbol and the interpretation of the recipient, and the three constitute a network of affiliation with each other. The designers preset the object object information and self-experience information into the visual structure of the symbol through the symbol coding