Abstract: Nowadays, the main field of competition of Chinese economy has turned to brand images from commodities. To strengthen brand competitiveness, we need to look at brand communication as driving power. Trademark is the physical medium of brand communication. Therefore, design of trademark images should not only convey existent brand ideas but also the enterprises' operating fields. Consumer behaviors and psychology and cognition structure of consumers also need to be taken into consideration. Further more, brand communication principles should be obeyed. Thus, perfect integration of originality, aesthetics and easy identification of trademark design may maximize the effects of brand communication.