Oracle tweaks brand identity in new drive into China

An in-house design team has introduced the Chinese characters for 'Jia Gu Wen' below Oracle's red and white logo, using a similar font style to the English characters.

"We are trying to keep the look and feel reasonably consistent because we are trying to enhance our brand rather than change it, explained Chris Hummel, Oracle Asia-Pacific vice-president of marketing.

The Chinese characters are a translation of the word 'oracle' which in Chinese means 'recording of data and information'.

Hummel said it was fortunate Oracle could translate its name directly into Chinese, adding that the translation was very apt because Oracle considered itself "to be the most reliable means of storing data".

He said the term was first used in China in the 11th to 16th century BC during the Shang Dynasty when oracles were used to record prophesies.

Hummel said the association with Chinese prophecies was also good for Oracle's brand because "managing businesses for the future is another key message the company was seeking to play up.

Oracle is making another push into China as the mainland has emerged as the fastest-growing market for the company.

China is forecast to become Oracle's third-largest market behind the US and Japan.

The new logo will begin appearing on material promoting Oracle World Beijing 2002, Oracle's international business and technology conference which will be staged in Asia for the first time. The June 11-14 conference is expected to attract about 3,500 delegates from at least 10 countries.

Grey Worldwide has Oracle's regional advertising account.