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Originality and legality are the principles that companies must adhere to in brand design and trademark use. A unique and legal brand image can make a company stand out from many competitors and win the trust and favor of consumers. On the contrary, if a company ignores this and plagiarizes others' ideas or uses illegal trademarks, once it is exposed, it will face legal sanctions and public condemnation, causing irreparable losses to the company.

So, how can companies ensure that their brand design and trademark use are original and legal? First of all, companies need to strengthen their awareness of intellectual property rights. Understand the relevant laws and regulations, and clarify what infringement is and the possible consequences of infringement. Only when companies have a clear understanding of intellectual property rights can they avoid falling into the trap of infringement in actual operations.

At the same time, enterprises should establish a sound internal review mechanism. Before carrying out brand design and trademark registration, the creativity and design should be strictly reviewed to ensure that there is no suspicion of plagiarism and infringement. This requires enterprises to invest a certain amount of manpower and material resources, but in the long run, this investment is worthwhile and can provide a solid guarantee for the development of enterprises.

In addition, enterprises can also make use of professional intellectual property service agencies. These agencies have rich experience and professional knowledge and can provide comprehensive intellectual property consulting and services to enterprises. From the conception of brand design to the application for trademark registration, professional agencies can provide accurate guidance and suggestions to help enterprises reduce the risk of infringement.

For infringements that have already occurred, companies must resolutely take legal action to protect their rights. This is not only to protect their own legitimate rights and interests, but also to maintain a fair competition environment in the entire market. Through legal sanctions, infringers will pay the price they deserve, thus warning other companies to abide by the law and respect intellectual property rights.

At this point, we have to think about a question, that is, how can enterprises balance the relationship between innovation and compliance in the process of pursuing brand development. Innovation is the driving force of enterprise development, while compliance is the bottom line of enterprise survival. Only by innovating under the premise of compliance can enterprises achieve sustainable development.

In the current market environment, consumers' recognition and evaluation of brands are becoming increasingly important. A brand with a good reputation and a legal image can attract more consumers and increase market share. On the contrary, if a brand has problems such as infringement, consumers will often have a negative impression of it and even choose to boycott it. Therefore, when designing brands and using trademarks, companies must fully consider consumers' feelings and needs and win consumers' recognition and support with a legal and honest image.

On the other hand, the government and society should also strengthen the protection and publicity of intellectual property rights. We should improve relevant laws and regulations, intensify the crackdown on infringements, and create a good atmosphere of respecting intellectual property rights. Through publicity and education, we can improve the intellectual property rights awareness of enterprises and the public and promote the innovation and development of the whole society.

In short, enterprises should pay attention to originality and legality in brand design and trademark use, which is not only responsible for their own development, but also for the maintenance of market order and social fairness. Only through joint efforts of all parties can a healthy, orderly and innovative business environment be built.