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Guangtai VI

Intro

Guangtai is the most comprehensive supplier of airport equipment globally, with business operations covering six modules: aircraft maintenance, ground services, air cargo, runway maintenance, fuel refueling, and cabin services. The company can provide all ground equipment for an aircraft, with a 100% market share in China and serving over fifty countries worldwide. To transform the company from a traditional manufacturing enterprise to a leading international brand in the industry, we undertook a new brand image upgrade.

This VI design takes the "wing" element as its starting point, emphasizing the steadiness and reliability of the product while incorporating the innovative characteristics of the company, symbolizing the idea of taking off. We made minor adjustments to the logo and redesigned the English font to achieve a modern and international brand image.

What I did

Visual Identity, Branding, Print

Year

2017

Process

Problems and Challenges

Guangtai has been established for a long time, and its brand identity has a high degree of recognition and trust among customers and the industry. The new VI design needs to be upgraded on the basis of maintaining the original brand elements and recognition to avoid users’ unfamiliarity and rejection of the brand. The new VI needs to reflect Guangtai’s positioning as an international industry leader while maintaining its uniqueness and advantages in the local market. Therefore, it is necessary to maintain the brand’s calm and reliable image while also showing Guangtai’s innovative characteristics and future development direction.

Solution

While retaining the old logo, we adjusted the brand colors and redesigned the English font to be more concise, modern, and internationally visually appealing. Using smooth lines, contrasting color blocks, and dynamic elements, we conveyed the company’s innovative spirit and future vision. We designed a transitional brand identity that gradually introduces new design elements over a certain period, allowing customers enough time to adapt to and recognize the brand changes. Through these strategies, we successfully modernized and internationalized Guangtai’s brand image, enhancing its competitiveness in the global market and solidifying its leadership position in the industry.

Outcome