In order to upgrade the brand and reshape the brand image

Li Guangdou, a well-known domestic brand marketing expert, planned the brand upgrade and the world-famous Landor Company designed it.

The Shanghai Branch of Jinba Men's Wear Co., Ltd. will officially display the new logo of Jinba to the outside world - "The Return of the King". "For this label change, the company invited the world-famous Landor Design Consulting Company to design and spent several million yuan to create a new image for Rimula." Lian Jin, vice president of Rimula Men's Wear Co., Ltd., told reporters.

When talking about Jinba, its original LOGO - an image of a "boxing champion" standing with arms raised - naturally comes to people's minds. In the future, the new LOGO will begin to completely replace the use of the old logo. Regarding Rimba's "brand change" move, Li Guangdou, a well-known domestic brand marketing expert, said that the brand's "upgrade" starts with the brand change.

Invite a world-famous design company

In the past few days, at the entrance of the Rimba flagship store, decorators are busy re-decorating the lintel. Careful consumers may find that the LOGO pattern at the door of the Jinba men's clothing store is different from before.

The new logo of "Return of the King" consists of three parts: the totem of the king, "K-BOXING" in English and "Kingba Men's Wear" in Chinese. "The totem is composed of four disconnected asymmetrical figures concentrated towards the axis, representing the gathering of the four directions of the world, echoing each other, and harmonious emergence, forming a totem image of a confident king. The middle is left blank. The decorative imprint is shaped like an official seal and is a symbol of integrity," Lian Jin said.

Lian Jin told reporters that the company was very cautious about changing the logo and invited the world-famous Landor Company to design a new LOGO for it. Toby, Landor's creative director, is the person in charge of the new LOGO project. Starting from the end of last year, after more than four months of discussions and revisions, Rimula settled on the current new logo from dozens of alternatives.

Ye Qinglong, Managing Director of Landor Asia Pacific, who is responsible for the design of the new logo of Rimula Men's Wear, said: "The kingly posture of the new logo gives people a sense of progress and speed, symbolizing that Rimula Men's Wear is constantly improving, transforming and... Evolution. It inherits the totem of a struggling, masculine, and domineering man from the original logo, and incorporates fashionable, avant-garde, and unique artistic elements to make the image of the boxing champion come alive."

As early as 1996, it was named " The "Boxing Champion" image designed as a source of inspiration for "Oscar Statue" began to be adopted by Rimba Men's Wear as its own image logo. In 1997, Jinba Company optimized the design of the logo and Chinese and English. Since then, Jinba’s “Boxing Champion” LOGO has been used to this day.

For any brand enterprise, the upgrading and evolution of the brand logo, even slight modifications, is a test and challenge for the enterprise, because it means changing the image that has been engraved in the hearts of consumers. Brand imprint. In this regard, Lian Jin, vice president of Jinba Men's Wear, firmly stated: "The launch of the new logo is a right thing for Jinba at the right time and in the right place."

"Changing the logo is indeed a time-consuming and labor-intensive 'huge project'. Our previous investment in brand promotion has made the original logo deeply rooted in the hearts of the people. People have become accustomed to seeing it in CCTV advertisements and in shopping malls in the city. This is a familiar trademark. But changing the logo is also an opportunity for our brand to upgrade and evolve,” Lian Jin said frankly, “Choosing to release the new logo one week before the opening of the 2008 Olympic Games was a decision made after careful consideration. Opportunities are also a brand upgrade to show the strength of the company. ”

Currently, in order to better promote and publicize the new logo, Jinba Company has also specially invested in relevant organizations to produce a film called "The Return of the King——". —Brand Evolution" promotional video. Lian Jin said that the company will spend more energy in the future to quickly promote the new logo.

As for the brand change of Jinba, Li Guangdou believes that this is a manifestation of the brand's "upgrade". "Rebranding is a need for the brand's overall strategy, an important part of the brand refinement project, and an important means for the brand to continuously inject new elements and resist aging," he said.