CASC (China Aerospace Space Corporation) has always paid extreme attention to its corporate culture. The group realized they also needed to develop a coherent visual identity with clear guidelines to implement effectively their brand name and logo.

Challenges
CASC held a research and communication meeting in Beijing by the end of 2002. During the meeting, the importance to develop a better corporate image was raised and concrete measures to create a VI system were decided. One important requirement was to settle before the next 2003 meeting that all major visual attributes (flags, top fronts, name cards and forms) should be presented consistently and accurately. Before the end of June, all key applications should be examined and tested.

Solutions
Based on the old logo and the distinct features of the most interesting applications used by the group, we completed a conformance report and wrote the VI guidelines to facilitate CASC implementation work.

CASC adopted the “arrow head” shape as a design theme, which not only reflect rocket shape features, but also signify the powerful launch of the group into the global space industry. The arrow is surrounded by three circles, signifying three type of space velocity. We added three dimensional elements within the original design to mark a future period of scientific and technological discoveries at this point in time for the group.