With the launch of the new CEMS 360 website comes a refreshed visual identity in the form of a new design style and logo.
We’ve lived with our old logo for the last two years since CEMS was founded. While it enabled us to establish ourselves providing go-to-market brand and communication support for Chinese brands coming to Europe, it was time for progression as a means of communicating other changes within the company.
Our new visual identity has been created by the CEMS 360 Design Director, Bjorn van Oostrum.
“The previous CEMS 360 logo was overloaded with too many symbolic elements,” says Bjorn.
“Design is about visualising the essence of a message and I wanted to cut it to the core; CEMS is all about bridging the east and the west, Europe and China, in a constant flow connecting people, commerce and communication.
“That’s the reason for the global spiral effect which captures the continuous east-west business cycle of 360 degrees in a 24/7 world. We needed the logo to be modern, elegant and clean. The colour set of red and blue has been retained as these clearly signify China and Europe.”
Bjorn adds the reason for the choice of CodePro as the company typeface: “The former typeface was pretty standard. CEMS has something special and different to offer, so I felt we had to go with a font that reflected that. Since the logo itself is three dimensional and quite involved, I chose CodePro for its clarity and boldness.”
Brand refreshments are also an opportunity to do a lot more than a simple cosmetic makeover. Changing the gift wrapping is a chance to reconsider what’s of value ‘inside the box’ too.
Refreshing a brand is a disciplined process that raises many questions at the visual development stage, compelling an organisation to hold up a mirror to itself. It becomes a robust, constructive and helpful process for any company. Though we have managed brand refreshments and renewals for our clients, it was somewhat tougher doing it for ourselves!
That is as it should be: all healthy organisations need to be self-critical, and the older they become, the more they need to question and challenge their received assumptions and cherished beliefs. No company can afford to stand still or remain complacent in a dynamic and increasingly complex market where customers have a much greater voice about what they want and when they want it. Services have to meet rising expectations.
As a result of our refreshment, elements of our brand positioning have changed along with our visual identity. Likewise our services have been enhanced. These changes are reflected in the totally new content of the website.
We have also included a blog section which is a forum allowing us to air views about branding, marketing, communication and other meta subjects such as mergers and acquisition activity, primarily related to China and Europe, though the rest of the world features too.
And since people make a company what it is, we are joined by two new highly professional business partners to strengthen the CEMS 360 service offer for clients.
Some things, however, don’t need changing.
As China’s brands ‘go global’ and increase their business interests and investments in Europe, our mission has even greater relevance and importance. Therefore it remains the same: to help Chinese companies enter, grow, and succeed in Europe.