你的故事可以從老商標(biāo)里尋見(jiàn)

楊璽

在媒體工作的丁建敏先生收藏商標(biāo)30多年，藏品累計(jì)三萬(wàn)多枚，涵蓋了煙酒、食品、日用品等等，時(shí)間跨度從清末至今百余年，其中不乏大量精品和珍品。

作為一個(gè)土生土長(zhǎng)的重慶人，丁建敏特別看重本土商標(biāo)的收藏與研究，他開(kāi)專(zhuān)欄、微信公號(hào)，推出了大量的鑒賞研究文章。在他看來(lái)，商標(biāo)就像是一張民間名片，這方寸之上不僅濃縮著工藝美術(shù)的美感，還見(jiàn)證了時(shí)代的變遷和經(jīng)濟(jì)社會(huì)的發(fā)展。

聽(tīng)丁建敏講述老商標(biāo)的故事，還能感受諸多美好的回憶。

Mr. Ding Jianmin， who works in the media， has collected more than 30 trademarks， with a total collection of more than 30，000， covering alcohol， tobacco， food， daily necessities and so on. The trademarks he collected can be traced back to late Qing Dynasty， and many of them are exquisite works and treasures.

As a native of Chongqing， Ding Jianmin pays special attention to the collection and research of local trademarks. He has set a special column， opened an Official WeChat Account， where he posted a large number of appreciation research articles. He believed that the trademark is like a folk business card， which not only symbolizes the beauty of arts and crafts， but also bears witness to the changes of the times and the development of economy and society.

The stories of the old trademarks told by Ding Jianmin can also evoke many beautiful memories.

它們的名字都叫“山城”They All Called “Mountain City”

重慶也稱(chēng)“山城”，自上世紀(jì)三十年代以來(lái)，取名“山城”的商標(biāo)涵蓋了啤酒、醬油、豆瓣、奶粉、糕點(diǎn)、卷煙、藥品、手表、鉛筆、蠟筆、皮鞋、襪子、毛線、打火機(jī)等各類(lèi)商品，成為一個(gè)龐大的共享商標(biāo)集群。

80多年來(lái)，到底有過(guò)多少種冠以“山城”的商標(biāo)呢？?jī)H丁建敏多方考證，有圖可證的就有80多種。這些“山城”商標(biāo)集群見(jiàn)證了重慶的發(fā)展，也承載了幾代人難忘的記憶。

在丁建敏的藏品中，就有山城醬油、山城金鉤豆瓣、山城麩醋、山城電池、山城防風(fēng)打火機(jī)、山城手表、山城冰片痱子粉、山城皮頭鉛筆、山城油墨、山城香煙等。其中的山城醬油、山城金鉤豆瓣、山城麩醋等商標(biāo)上，還印有重慶人熟悉的“解放碑”地標(biāo)。

在很多過(guò)來(lái)人心中，山城牌金鉤豆瓣占有相當(dāng)重的分量。它不僅是重慶人驕傲的名牌，獲得過(guò)國(guó)家質(zhì)量金質(zhì)獎(jiǎng)，曾遠(yuǎn)銷(xiāo)新加坡、日本、美國(guó)等國(guó)家，而且是家家戶(hù)戶(hù)必備的“佐餐神器”。在那個(gè)飲食單調(diào)肉類(lèi)緊俏的年代，只需加一勺山城牌金鉤豆瓣，一碗白米飯或者面條頓時(shí)就變得香噴噴了。

在眾多“山城”中，人們聽(tīng)得最多的大概是“山城啤酒，知心朋友”。丁建敏就收藏有一枚1972年的山城啤酒商標(biāo)。酒標(biāo)的主圖是木刻的南溫泉知名景點(diǎn)“南泉飛瀑”，大氣、厚重，酒標(biāo)上部的“為人民服務(wù)”幾個(gè)字折射了時(shí)代特征；酒標(biāo)中間印有“山城啤酒”四個(gè)紅色大字，下部是鑲嵌麥穗和“山城”二字的圓形標(biāo)識(shí)。丁建敏介紹，這枚酒標(biāo)存世量十分稀少，市場(chǎng)交易價(jià)大約800元。

Chongqing is also called Mountain City. Since the 1930s， the trademark named "Mountain City" has covered beer， soy sauce， chili bean sauce， milk powder， cakes， cigarettes， medicines， watches， pencils， crayons， leather shoes， socks， wool， lighters and other commodities， becoming a huge cluster of shared trademarks.

Over the past 80 years， how many trademarks have been dubbed "Mountain City" Ding Jianmin alone has verified in many ways that there are more than 80 kinds of trademarks that can be proved by pictures. These "Mountain City" trademark clusters witnessed the development of Chongqing and also carried unforgettable memories of several generations.

In Ding Jianmin’s collection， there are Mountain City Soy Sauce， Mountain City Jingou Chili Bean Sauce， Mountain City Bran Vinegar， Mountain City Battery， Mountain City Windproof Lighter， Mountain City Watch， Mountain City Borneol Baby Powder， Mountain City Leather Pencil， Mountain City Ink， Mountain City Cigarette， etc. Among them， trademarks such as Mountain City Soy Sauce， Mountain City Jingou Chili Bean Sauce and Mountain City Bran Vinegar are also printed with the landmark of "Jiefangbei"， which is quite familiar to Chongqing people.

For older generations， Mountain City Jingou Chili Bean Sauce means a lot. It is not only a must for every household to add great umami flavor to food， but also a famous brand that makes Chongqing people feel proud. It has won the National Quality Gold Award and has been exported to Singapore， Japan， the United States and other countries. In that era when the diet was monotonous and the meat was in short supply， only a spoonful of Mountain City Jingou Chili Bean Sauce was added could make a bowl of white rice or noodles immediately delicious.

Among the many "Mountain City" products， people probably heard the most about "Mountain City Beer， Your Bosom Friend". Ding Jianmin has a 1972 Mountain City Beer trademark. The main picture of the beer trademark is the woodcut famous scenic spot of Nanwenquan "Nanquan Waterfall"， which is imposing and solemn. The words "serving the people" on the upper part of the beer trademark reflect the characteristics of the times. The middle of the beer trademark is printed with the four red characters "Mountain City Beer" and the lower part is a circular logo inlaid with wheat ears and the word "Mountain City". Ding Jianmin said that this beer trademark is very rare in the world and is worth nearly 800 yuan.

商標(biāo)上的巴山渝水Chongqing Landscape on the Trademark

巍峨的金佛山、雄奇的巫峽、秀麗的文峰、水波如鏡的小南海、清澈逶迤的嘉陵江、奇絕的石寶寨、玲瓏的鵝嶺、鐵血壯歌的釣魚(yú)城、見(jiàn)證滄桑巨變的解放碑……商標(biāo)上的巴山渝水，儼然一本城市旅游指南，向外界推介重慶美景和人文。

上世紀(jì)四十年代，重慶大新煙廠出品了一枚“復(fù)興關(guān)”（即佛圖關(guān)）煙標(biāo)。煙標(biāo)主圖為抗戰(zhàn)時(shí)期的佛圖關(guān)南門(mén)牌坊和城門(mén)，采用影寫(xiě)形式，較為真實(shí)地展現(xiàn)了佛圖關(guān)當(dāng)年的雄峻風(fēng)貌。丁建敏說(shuō)這枚煙標(biāo)是孤品，價(jià)值在一萬(wàn)元以上。

到了上世紀(jì)六七十年代，“山城”“嘉陵江”“高塔”等品牌的卷煙，把人民大禮堂、解放碑、嘉陵江、文峰塔“搬”上煙標(biāo)。其中，重慶卷煙廠出品的“嘉陵江”煙標(biāo)，主圖取自名家同名版畫(huà)作品，嘉陵江逶迤如蛇，帆船點(diǎn)點(diǎn)，人民大禮堂的飛檐斗角隱約可見(jiàn)。

八九十年代，登上煙標(biāo)的風(fēng)景名勝就更多了。巫山卷煙廠的“文峰”“巫峽云”“白帝城”，黔江煙廠的“石寶寨”“小南?！薄鞍⑴罱薄叭f(wàn)壽山”“梅亭”“趙莊”“釣魚(yú)城”，重慶卷煙廠的“寶頂”“朝天門(mén)”，涪陵卷煙廠的“芙蓉江”“芙蓉洞”等……這些煙標(biāo)非常直觀地展現(xiàn)了重慶的自然風(fēng)光和人文景觀。

除了煙標(biāo)，酒標(biāo)上也有很多重慶的自然和人文景觀。比如奉節(jié)酒廠的“白帝城”商標(biāo)展現(xiàn)了千年古跡白帝城；大足曲酒廠“笛女”大曲、“寶頂”大曲的商標(biāo)展示了寶頂山石刻；而萬(wàn)縣（今萬(wàn)州區(qū)）太白酒廠出品的“詩(shī)仙太白”酒標(biāo)，則取材于“詩(shī)仙”李白三過(guò)萬(wàn)州、豪飲美酒的故事，李白舉杯邀月的形象，瀟灑、飄逸，充滿詩(shī)情畫(huà)意。

The majestic Mount Jinfo， the magnificent Wuxia Gorge， the beautiful Wenfeng Tower， the mirror-like small South China Sea， the lucid and winding Jialing River， the wonderful Shibaozhai， the exquisite E’ling， the ancient battlefield Diaoyucheng， and Jiefangbei， which witnessed the vicissitudes of life and great changes... The Chongqing Landscape on the trademark is just like a city travel guide， introducing Chongqing’s beautiful scenery and culture to the outside world.

In the 1940s， Chongqing Daxin Cigarette Factory produced a "Fuxing Pass" （i.e. Fotu Pass） cigarette trademark. The main picture of the cigarette trademark is the memorial arch and gate of the south gate of Fotu Pass during the Anti-Japanese War. The portray depict offers us a vivid glimpse into the majesty of Fotu Pass in that year. Ding Jianmin said this cigarette trademark is the only one in this world， and worth more than 10，000 yuan.

In the sixties and seventies of the last century， cigarettes of"Mountain City"， "Jialing River" and "High Tower" brands were printed with the People’s Auditorium， Jiefangbei， Jialing River and Wenfeng Tower. Among them， the "Jialing River" cigarette trademark produced by Chongqing Cigarette Factory is mainly drawn from the printmaking works of the same name by famous artists. The Jialing River is winding like snakes and sailboats， and the cornices of the People’s Auditorium are faintly visible.

In the 1980s and 1990s， growing numbers of cigarette trademarks were printed with scenic spots. Wushan Cigarette Factory’s "Wenfeng Tower"， "Wuxia Cloud"， "Baidi City"， Qianjiang Cigarette Factory’s "Shibaozhai"， "Small South China Sea"， "Apeng River"， "Wanshou Mountain"， "Meiting"，"Zhaozhuang" and "Diaoyucheng"， Chongqing Cigarette Factory’s"Baoding"， "Chaotianmen"， Fuling Cigarette Factory’s "Furong River" and "Furong Cave" etc. These cigarette trademarks show Chongqing’s natural scenery and cultural landscape very intuitively.

In addition to the cigarette trademark， the beer trademarks are also printed with many natural and cultural landscapes of Chongqing. For example， Fengjie Brewery’s "Baidi City" trademark shows Baidi City， a thousand-year-old historic site. The trademarks of "Flute Girl" Daqu and "Baoding" Daqu of Dazuqu Brewery show stone carvings of Baoding Mountain. However， the "Immortal Poet Li Bai" beer trademark produced by Taibai Brewery in Wanxian （now Wanzhou District） is based on the story of "Immortal Poet" Li Bai who passed through Wanzhou three times and drank fine wine. Li Bai’s image of raising his glass and inviting the moon is unrestrained， elegant and full of poetic and picturesque.

老商標(biāo)上的“舌尖美味”“Bite of the Tongue” on the Old Trademark

星火牌紅燒豬肉罐頭、紅燜雞肉罐頭、日升牌桃片、雙喜牌巧克力、長(zhǎng)生橋牌豆豉、白塔牌餅干、南泉牌掛面、北碚牌桃片、長(zhǎng)江牌醬黃瓜、川江牌涪陵榨菜、玫瑰牌米花糖……這些重慶的老牌美食，有的“修煉”成了老字號(hào)，傳承至今，有的卻曇花一現(xiàn)，沒(méi)了蹤影。不過(guò)，通過(guò)一張張老商標(biāo)，老重慶的記憶里總會(huì)泛起從前的味道。

上世紀(jì)五十年代，公私合營(yíng)的日升桃片廠的“日升”牌商標(biāo)，無(wú)論構(gòu)圖、著色，還是花邊都十分考究，顯示了較高的裝幀水平：一輪紅日從山坳間冉冉升起，發(fā)出光芒，青山下、綠樹(shù)旁，農(nóng)舍流淌著晨光，田園氣息撲面而來(lái)，很有視覺(jué)美感。

上世紀(jì)六十年代，重慶市糖果生產(chǎn)合作社的“冰糕棒糖”商標(biāo)，在漫天飛雪中，圣誕老人肩扛禮物奔走在原野中，讓當(dāng)時(shí)的孩子們知道了這個(gè)西方節(jié)日，為童年生活增添了趣味。

上世紀(jì)八十年代，四川省涪陵縣（今重慶市涪陵區(qū)）榨菜廠的榨菜醬油商標(biāo)上，簡(jiǎn)單勾勒一瓶酒和一盤(pán)菜，竟也讓人看了食欲大增，感覺(jué)能多吃?xún)赏腼垺?/p>

Xinghuo brand braised pork canned， braised chicken canned， Risheng brand peach slices， Shuangxi brand chocolate， Changsheng Qiaopai Chili Bean Sauce， Baita brand biscuits， Nanquan brand fine dried noodles， Beibei brand peach slices， Changjiang brand pickled cucumber， Chuanjiang brand Fuling pickled mustard tuber， Rose brand rice candy... Some of these old Chongqing delicacies have become time-honored brands， which have been passed down to this day， while others are a flash in the pan and have disappeared. However， by carefully reading the old trademarks one by one， the memory of the old Chongqing tastes are evoked again.

The "Risheng" brand trademark of the public-private Risheng Peach Slice Factory In the 1950s is very elegant in composition， coloring and lace， showing a high level of binding accomplishment： a red sun rises from the mountains gradually and gives off light. The morning light shines on the green hills， the lush trees and farmhouses， creating the aesthetically appealing pastoral scene.

The trademark "Ice Cake Lollipop" of Chongqing Candy Production Cooperative in the 1960s depicts a Santa Claus running through the field with gifts on his shoulders in the flying snow， introducing this Western festival to Chinese children， spicing up their childhood life.

The trademark of pickled mustard tuber soy sauce in Fuling County， Sichuan Province （now Fuling District， Chongqing City） in the 1980s simply outlines a bottle of beer and a plate of vegetables， making people feel that they can eat two more bowls of rice.