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The aim of the brand redesign for the coatings company Rivers involved promoting high-tech and long-life qualities along with ecologically sound manufacturing. The design language draws on the fact that “Rivers” is the English interpretation of the Chinese name “Thousand Rivers/Qianjiang” and thus embodies the eco-friendly philosophy of the company. The new type design integrates English and Chinese characters into one style and logo. The redesign expresses the fact that the word “Rivers” is full of powerful meaning, like a “river is life” that connects and flows like the coatings.
Xiao Feng Liu
Zhaoqing High-Tech Material Co., Ltd.
Shanghai Institute of Visual Arts
Klaus Hesse (Creative Director), Shen Tu, Jiang Yi (Art Directors), Zeng Ping, Yijun Zhou (Graphic Design), DeTao Group (Strategic Advice)