Background
Faced with a Chinese domestic market flushed with foreign consumer electronic brands, Skyworth was protecting its ground single handedly, holding its faith in “made in china”. For many years, this company brought great benefits to Chinese consumers. Yet, when confronted with foreign competition pressure and marketshares started to drift toward other brands. With a diffuse business strategy, an old brand image not inclusive enough and no compelling dialogue with the audience it became vitally urgent to rethink entirely the brand image.

Solution
Before providing the final design plan, we spend a lot of time to give clear answers to several problems such as why they needed to change, what should be their primary objectives, why positioning is crucial, how to make coherent choices and frame a clear differentiator in the mind of the consumer.

Interpretation:
The new brand image of Skyworth is an international, elegant logotype. No exaggeration, no decoration but a clear, wide vision matched by an ambition spelled by its trademark.
Chinese characters maintains the same consistency, possessing dynamic and stability simultaneously.