Aesthetics of Trademarks with an Asian Flavour

Abstract

Trademarks should be considered not only as an intellectual property right but also as aesthetic creations influenced by various philosophies. A trademark can thus be understood as a word, a phrase, a symbol, a shape, a configuration or any other device introduced to distinguish the products of individual traders or manufacturers. Trademarks also have an aesthetic dimension. This means that aesthetics of trademarks can be revealed through the letters and morphemes as well as their literary, mythological, and religious associations. Trademarks play a crucial role in some commercial sectors. The aim of this article is therefore to present the aesthetics of trademarks through the lens of East Asian philosophies such as Confucianism and Daoism, as well as Japanese Zen. This analysis brings us to considerations of traditional aesthetic functionality. This means that the brand is the main decorative feature of the product or is the product itself. It can therefore be influenced by different philosophies, and the above cases even confirm this theory.