Greatwall Automobile has really grown fast. From a basic pick-up truck manufacturer, to China’s SUV best-seller, capable to produce 4 million cars and MPVs. in the last 11 years, now selling cars in 109 Chinese regions & overseas territories. Standing on new grounds, Greatwall gradually developed a clear strategy to build a world class brand capable to compete in the global market. A change of logo was a very important step to facilitate this global image mutation process.

Cooperation process
After launching an ad campaign, Greatwall requested Bang to design an improved corporate image. Before this project took place, Greatwall had already worked with Bang which was chosen for the naming of the “HOVER” CUV. Therefore, Bang already had a great understanding of Greatwall objectives & operating situations. This privilege knowledge helped to quickly put together a design with relevant strategic objectives in mind.
After more than a year of reiteration, testing, communication and modifications, the new logo was officially launched worldwide and develop the naming for its new MVP brand “嘉誉” which means “honor” and is an homophone to a famous section’s name of the great wall of China.

Interpretation of the new brand image
The composition of the new logo has kept the oval-shaped structure of the previous one. The oval shape, while reminding an oval earth map projection, communicate not only the ambitious expansion objectives of building a “great wall of automobile” in china, but also the vision of becoming a world-class auto maker. The bulged shape in the middle resemble a beacon tower. The tower shape maintains a modern aesthetic with the sharpness of a powerful sword dedicated to precision & effectiveness. It embodies the company’s spirit, which can be translated as “to dare, to strengthen, to command” and “always aiming to be first”.