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As a trade mark
for men’s clothes of joint stock company «Victoria» a logotype
«MODER» wastaken.
The chosen trade
mark consists of two main parts: lexical and graphical. The
lexical constituent belongs to the range of fantastic artificially
composed names that have no resemblance to already existing
commercial names. The term «MODER» is composed by means of
blending and represents a synthesis of three words:
Men’s Clothes
of Rostov. The name itself clearly characterizes the
activity of the firm «Victoria», that specializes in manufacturing
various kinds of outdoor men’s
clothes. The colour of the firm’s trade mark is claret
with silver coverage. This combination accentuates the reliability,
quality and accuracy of the style of produced suits, coats
and trousers.
The trade mark
was elaborated with the participation of specialists and employees
of the firm. In the course of work there were considered some
variants of the trade mark and the most qualitative and attractive
one was chosen. After verifying the «purity» of the trade
mark in the Scientific Research Institute for Patent Examination
of Russian Federation, it was registered by the Russian Committee
on Patents And Trade Marks (Rospatent).
Moreover, the
complex investigation of the trade mark «MODER» was carried
out (i.e. the evaluation of juridical and marketing factors)
according to the system suggested by the well-known American
scientist G. Charmasson, that proved that the name belongs
to the category of quite successful ones. So now the trade
mark «MODER» is used in all printed sources of information
about manufactured articles produced by the firm «Victoria»
(labels, ribbons, packets, advertising prospectuses, cards,
signboards, etc.).
The elaboration
of the trade mark for marking beer was performed by the employees
of the firm with the participation of the specialists. After
evaluation of some variants the name
«Temernitskoye»
was chosen.
This name was
created by means of borrowing and appealing to one’s recollections.
A famous historical place for Rostovites – the first custom-hose,
a port in the South of Russia, and later on the frontier fortress
«Temernitskaya», that gave birth to the city of Rostov-on-
Don in 1749, was assumed as a basis. Such method evokes the
associations with the stability and protection, history of
the Don region and free Cossacks. This idea appeared not by
chance as the firm «Victoria» is situated in the street of
the same name. That’s why the decision to rename the cafe
«Victoria» into «Temernitskoye» was adopted unanimously. After
verifying the «purity» of the trade mark it was registered
by the Russian Committee on Patents And Trade Marks (Rospatent).
In order to emphasize
the sense, contributed to the name, a special original set
of print (for writing) was created with the help of an artist
and the logotype was elaborated with the participation of
an advertising agency. The logotype represents a round bottom
of the keg for manufacturing beer with the picture of a wooden
mug of beer and everything required for the production: a
scoop, a stirrer and a spade in a symbolic tub. All the elements
are painted in specific original manner that allows to distinguish
this logotype among the competitors. The mode of writing the
firm’s name in the form of ancient manuscript on a sheet of
yellow papyrus (which evokes associations with the natural
colour of fresh beer) attracts the attention of customers.
Present in the picture hop and barley tell the public that
the beer «Temernitskoye» is a natural, high quality and wholesome
product.
For
today the trade mark of the firm and the logotype are used
for marking kegs of three kinds of beer: «Temernitskoye»,
«Temernitskoye special», «Temernitskoye original» and also
on the price-lists, menu-cards, signboards in the snack-bar
«Temernitskoye» and in the pavilion of the firm.
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