“Enrich your lives and return” is SWS’ revamped mantra. Its slogan is paired with its logo’s upgraded color scheme, which aims to revitalise the company’s identity to portray “youth, friendliness and positivism”, achieved through the logo’s blue and white background being newly infused with golden yellow.
According to SWS, which claims to be one of the largest securities brokerage companies in mainland China, its overall brand refurbishment was prompted by its perception as an aging player in the market. The company aims to appeal to a wider audience with its new revamp and perhaps attract attention on a global level.
The project is part of a promotional launch for SWS in China and, outside a print campaign, Landor has also redesigned the interiors of SWS’s retail outlets. Liang Tan, senior design director in Landor Hong Kong, said local securities’ retail outlets are usually “impersonal, dark and overcrowded”, but SWS’s windows that extend from floor to ceiling is meant to be a departure from this typecast.
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Credits:
Project Enrich Your Lives and Return
Client Shenyang and Wanguo Securities
Creative agency Landor Associates, Hong Kong
