ASIA-PACIFIC – CHINA, FEBRUARY 6, 2012: Along with China Radio International (CRI)’s new multimedia platform, Television and Digital (T&D) comes a series of logos designed by The Brand Union/Beijing. The logos will be used across all T&D new media channels from digital television to mobile
devices.
As the Chinese government’s sole overseas radio broadcaster, CRI’s mission is to connect the domestic Chinese audience with global news and to bring Chinese news and perspectives to international audiences. This mission lies at the heart of T&D’s brand identity which incorporates Chinese elements into an international vision of innovation. The newly created T&D logo was inspired by the fluidity of Chinese calligraphy and incorporates the traditional Chinese red color into its color palette. The red in the logo gradates into purple, demonstrating the transformation of traditional media into new media in the digital age.
As online broadcast, original video content, network television and mobile content become ever more intertwined, The Brand Union has developed a series of logo designs for each of T&D’s new media channels. Each T&D content category logo includes the same core visual but with various playful and colorful embellishments, signifying the “action” and “changes” in new media. CRI’s early adoption of this fresh logo marks a turning point in the evolution of its brand personality, especially when compared to its earlier, more traditional designs.
“With the development of technology and the diversity of digital channels, the media industry has ushered in a new digital era which poses both tremendous opportunities and challenges to traditional media. At CRI, we have been working on integrating new media to challenge traditional thinking and to open up new markets. However, innovation is not only about creating new media platforms, but also about reflecting the same spirit in our brand image. The Brand Union did a great job of interpreting and designing our visual identity to help us better communicate with our audience, enhance the user experience, and ultimately to develop our business," said Jian ZHAO, deputy director of New Media Management, China Radio International.
“We are thrilled to see more Chinese companies taking their brands abroad and deepening their understanding of the branding process. As a state-owned media platform, CRI is among the first Chinese media outlets to recognize their audience’s visual language to improve their brand awareness and loyalty. By boldly adopting T&D’s new logo, which incorporates Chinese and Western visual effects in its design, CRI is making great strides in developing its brand," said Monica Lee, managing director of The Brand Union, China.
To view the new logo series by The Brand Union/Beijing on the T&D website at http://www.t-d.tv/.
