Challenges

China Mobile has built a deep seated serious brand image for customers, and the biggest challenge is the “transformation” of customer common cognition. China Mobile wants to bring new brand concepts for customers to provide them a purchase reason, while keeps customers’ respect to the company to avoid customer lose.

Solution

We provided China Mobile brand develop plan and design, gives the brand name “and”, which is the acronym of “a new dream” in English to express the meaning of connection and communication with customers. The Chinese name “?“ means friendly, trust and harmoniousness, is the company’s vision to connect every person with the world to build a beautiful global communication. The logo chooses red and green as the main colours, the exclamation mark is the company’s commitment that always follows customers’ needs and imagination, to create lots of pleasant surprises for them.

Feedbacks

Mr. Yaozheng Li, China Mobile’s CEO, introduced the brand to the public in Dec, 18, 2013, has caused widespread attention in the community and the news media, the brand’s republication also is the symbol that marks China's telecom industry officially entering the 4G era.