Chris Devonshire-Ellis on Rebranding Your China Business Globally

It's somewhat sad, and marks the end of an era in a way

, but my firm's Chinese logo has had to be ditched in the advent of a growing internationalization of the business. It's pertinent, not just because our own business for years purely China focused has now become itself multinational, but also because increasingly, other China-based businesses will have to start thinking about the suitability of their logos when going overseas as well. The internationalization of Chinese businesses is going to become a growing trend, and the new multinationals are going to need to think about a new image to incorporate such developments.

The old, Chinese Dezan Shira & Associates logo spells xie li in archaic script, meaning "Working Together," which was somewhat apt for a consulting practice. It had been in use for 18 years and was taken from an original chop made at the time especially for the firm by my then-girlfriend's father. In fact, in those early days (no internet), contracts between the firm and our clients were even originally chopped using this seal. It's long been retired and now lives in our company museum in our Beijing office, where all old artifacts of the firm are put on display.

The logo has had to be retired as the practice has extended into India and Vietnam, and the use of a Chinese logo to depict what is now an Asian firm is no longer suitable. That however is precisely an issue that other Chinese companies are going to find logos are going to have to be redesigned, and possibly even Chinese names rethought and rebranded as Chinese businesses look to internationalize.

Chris Devonshire-Ellis on Rebranding Your China Business Globally

By: Chris Devonshire -Ellis

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