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China Merchants Securities 2013 REBRAND 100 > notable

Enterprise Rebrand
Country Base: P.R. China
Industry/Sector/Keywords: Financial Services, Investments Advisory, Consulting, Securities, Asset Management
Below: Before and After Images in Slide Show, Summary, Credits

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China Merchants Securities -


Industry Setting
China Merchants Securities Co., Ltd., (CMS), is a securities company owned by China Merchants Group. The Group has a history of over a century, while CMS was founded in August 1991. After 18 years in development, the company was well-established among China’s top 10 securities firms. CMS provides investors with a full range of securities investment and financing services such as securities brokerage, offerings and underwriting, mergers and acquisitions, asset restructuring, financial advisory, asset management, and investment consultancy.

From 2004, CMS began to intensely communicate the idea of “Practical experience makes one insightful” both internally and externally. This greatly helped the public to understand the value of CMS. However, because that value was too abstract, a request was made for clearer, visual representation of the CMS business concept of “various products and services for Chinese clients.” In light of its business attributes and Chinese Geomancy*, we needed to optimize the logotype of CMS and create a new brand image.

*Every culture has ancient geomantic traditions – the Chinese tradition is feng-shui. Like feng-shui, geomancy can tell you what's wrong with the energies in your home or workplace, and how to correct them.

The new symbol inherits the design element in which the M is featured. The vertical elements of the letter are aligned inside the more prominent, round form that symbolizes the holistic concept behind China Merchants. The golden curve element under the M that swings up, conveys the sense of stability and progress. The gold and red color combination with glossy, metallic and 3D effects show CMS is committed to change and is expanding globally with confidence, creativity and dynamism.

The update of the logotype, the refinement of the retained classic “M,” and the revised brand elements are now better integrated to express a forward-facing financial industry of our era. Detailed management tools have been applied throughout the implementation process, helping to guarantee the revised brand's success.


Client: China Merchants Securities -

Brand Strategists/Designers: Interbrand China -
Creative Director, Concept Design: Chuan Jiang
Associate Design Director, Concept Design and Implementation: Miaojie Li


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