本文从界定中华老字号的概念入手,论述了中华老字号产生的历史渊源,提出了字号是从唐代开始出现的私营工商业企业品牌,官营工商业则以瓷器的“窑款”标识产品品牌,二者合流构成了字号标识系统。同时,字号是以文字为主体结合了图案、纹饰和材质共同构成的文化表征体系。 This article starts with the definition of the old China brand, discusses the historical origins of the old Chinese brand, proposes the brand name of the private industrial and commercial enterprises that appeared in the Tang Dynasty, and the official brand of “kiln models” The two merged to form a font size identification system. At the same time, the font size is based on the text as the main combination of patterns, textures and materials constitute the cultural representation system.