New SIPO 'branding' unveiled

The State Intellectual Property Office (SIPO) recently unveiled new logos and designs in Beijing that are expected to help promote the image of China's top intellectual property (IP) administration.

The new graphics - including SIPO's logo and standardized forms of its official name, as well as combinations of both - have a variety of uses and are part of its effort to improve public services and increase public awareness of IP, said Liao Tao, director-general of the General Office of SIPO.

Traditional Chinese cultural elements such as an ancient compass have been included in the designs, which are "a team result from all of SIPO" more than a year in the making.