China Resources Corporate branding
| Fact |
Value |
| Contact |
Hong Kong |
| Client |
China Resources |
| Project |
Corporate branding |
| Industry |
Government |
| Timeline |
25 Months
Jan 99 - Feb 01 |
| Services |
Brand Architecture
Brand Identity
Brand Guidelines
Brand Audit (including VISEQS)
|
| Team size |
15 The Brand Union
10 Client |
Taking on the China market China Resources (CRC) was established in 1949 as the PRC’s export arm for Chinese products. After decades of gaining a presence around the globe, it became apparent to the state-owned enterprise that its biggest market and biggest growth opportunity was China itself. So the senior leadership turned their sights on China.
To signal that change and establish greater awareness for the breadth of their brand within their own market, China Resources called on The Brand Union to review its positioning and visual identity system.
Among the challenges was rationalising the company’s brand architecture of over 100 plus subsidiaries and joint ventures. However, the boldest and most daring move on the part of this client was the adoption of a revolutionary new logomark.
Bold and Brave New Look
In a vibrant yellow, the new logomark is a contemporary rendering of the Chinese character "hua", which means China. The new "look" signalled the beginning of a new era for this organisation – and what we believe was the start of many more Chinese enterprises making brave new steps into the area of brand development.
China Resources has become a highly visible brand in tier one cities in China, something that it did not have and was indeed an issue for the state-owned enterprise prior to undertaking this dramatic branding refresh. The new logomark now adorns its head office in Beijing, very visible for all those visiting the nation's capital these days.
