The new visual identity boasts an 'N' that breaks through the arch to symbolise that one of China's largest state-owned enterprises is aggressive, has an extensive network and is reaching out to the global market with WTO membership.
Created by Landor Asia-Pacific, the revamp only covers the subsidiary, which is seeking to build a bold but friendly image as well as distance itself from the military background of its parent.
Established in 1980, Norinco is looking to expand further into the business- to-business and consumer sectors. The company boasts more than 4,000 different products , covering vehicles, fibre-optics, chemical, fire-precaution tools and infrastructure. Among its consumer offerings are telescopes and recreational guns.