CHARACTERISTICS OF VISUAL IDENTIFICATION OF GOODS AND SERVICES IN CHINA’S MASS CONSUMER SECTOR IN THE FIRST HALF OF THE 20TH CENTURY

Abstract

In the first half of the 20th century, China experienced the transition from a traditional to a modern society. Under the influence of Western industrial civilization, urban commerce flourished, creating a unique landscape of visual communication in the mass consumption sector, where early, spontaneous forms of visual identity emerged. This article analyzes the manifestations and characteristics of visual identity in China’s mass consumption sector in the first half of the 20th century. Drawing on literary sources, the authors uncover the historical context and entrepreneurial practices in trademark design, advertising, and branding. This allows for a deeper understanding of the cultural connotations and historical roots of contemporary Chinese brands. To explore visual identity in detail, a content analysis of food and beverage trademarks and labels from the Republican period (1912–1949) is conducted. The study shows that during this period, visual identity began to take on a systemic character, combining distinctly Chinese cultural characteristics with modern trends. The style is diverse, combining Eastern and Western influences, as well as ancient and modern elements. Particular attention in trademark design is paid to the auspicious meaning and emotional resonance of visual symbols. These nostalgic symbols retain their significance and serve as an important reference point in modern visual communication.