Background

Zotye was a large group mostly engaged in automobile B2B, R&D and manufacture of vehicle parts such as engines, transmission and gearbox. In 2006, the first Zotye complete vehicle was officially launched with an annual output and sales reaching 10,000 cars, making becoming a serious emerging B2C competitor among Chinese automakers. In order to generate market demand, Zyote understood that manufacturing quality was not enough and a clear brand strategy needed to be established.

Challenges
Since 2008, its the automobile business has grown to 1 million vehicule a year. Nearly 1/3 of it was destined to exportation. Its scale has grown at breakneck speed. By 2012, Zotye may have the capacity to manufacture 5million automobiles per year and by 2017, this figure could climb to 9.5 million. Their products are constantly being improved. FRV, family car, family pick up and commercial vehicles are gradually being expanded. With such extensive developements, the original image could not further bear its brand message.

Solution
During the briefing process, our consultants made use of different studies to fully understand and analyze Zotye\\\'s situation. After listing all the existing issues, we set to focus on building a brand image, with a clear target consumers in mind. Bang helped Zotye to clarify its product categories while defining a potential market positioning. We used our design expertise, to create a new logo and visual system.

The design use the capital letter “Z”, the first letter of “Zotye Auto”. The arc shape, similar to the unfolded wings of an eagle, communicates a sense of dynamic motion. Unfolded wings represent the positive company’s expectations in the future, it also symbolize protection, power, and speed. The outline of the logo looks like a road in the horizon, reminiscent of an infinite explorable territory. The logo seems to have been generated from a freehand brushwork like a long river, refelecting the company’s respectability within Chinese culture in perpetual research for outstanding quality & perfection. The logo, with both masculine and feminine in its appeal, projecting a solid, trustworthy metallic feel with a careful & rigorous rendering of an automobile. By using a universal graphic language, this logo will be easy to implement on the global stage.