有象征意义的标志在远古时代就已产生,经过几千年的发展,逐步渗透到社会生活的方方面面.随着餐饮业的迅猛发展和市场竞争的日趋激烈,以标志为中心的视觉识别系统已渗入到餐饮企业的应用和发展中.餐饮企业标志具有同其他标志相同的识别性、领导性等七大作用外,对餐饮企业还有客户的针对性和即时的吸引性两大作用.在现代商业竞争中,餐饮企业标志作为餐饮企业视觉识别系统的重要组成部分,对企业文化、企业经营理念以及企业形象塑造有其重要意义.中国国内的部分餐饮企业标志以其独有的文化内涵吸引着消费者,在不断变化和发展后,已有不少成功之处,值得其他国内餐饮企业学习和借鉴.当然,起步晚,规模小的特征使餐饮企业在标志设计上远远落后于西方,在现代餐饮行业的激烈竞争中明显处于弱势,存在诸多问题.全球背景下,如何塑造良好的企业形象,确定企业的经营理念,设计一个符合企业经营理念,适应全球发展并体现中国特色的企业标志,将成为我国餐饮企业面临的又一大重要课题.

　　Itissymbolicofthesignsinancienttimeshadbeengenerated,afterseveralthousandyearsofdevelopment,andgraduallyinfiltratedintoeveryaspectofsociallife.Withtherapiddevelopmentoftherestaurantindustryandtheincreasinglyfiercemarketcompetition,tomarkasthecenterofthevisualrecognitionsystemhasbeeninfiltratedtothecateringenterprisesintheuseanddevelopment.Cateringcompanylogoisthesamewithothersignsofidentification,suchasthesevenleadingrole,thecateringenterpriseshavetargetedthecustomersandtoattracttheimmediateeffectofthetwo.Inthemoderncommercialcompetition,cateringcompanylogoasavisualidentificationsystemcateringenterprisesanimportantpartofcorporateculture,businessphilosophyandcorporateimage-buildinghasitssignificance.China'scateringcompanylogopartofitsuniqueculturalconnotationofattractingconsumers,inconstantchangeanddevelopment,themanysuccesses,cateringforotherdomesticenterprisestolearnfrom.Ofcourse,thelatestart,sothatthecharacteristicsofsmall-scalecateringenterprisesinthelogodesignlagsfarbehindtheWestinmoderncateringindustryinthefiercecompetitionobviouslyinaweakposition,therearemanyproblems.Globalcontext,howtocreategoodcorporateimage,establishenterprisebusinessphilosophy,designedwithabusinessphilosophy,adapttotheglobaldevelopmentandreflectthecompanylogowithChinesecharacteristics,Chinawillbecomethecateringenterprisesarefacinganotherimportantsubject.