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News from: Friday, June 5, 2015

Visible on homepage until: Sunday, August 9, 2015

Corporate Design

Wang-Export

Torsten Mühlhoff

"Royal Design"

The quality standards are reflected in the Corporate Design.

Two sides of the same coin

For many years, Germany and the European market is inundated with cheap goods and counterfeit products from Asia. China seems to have taken a pioneering role. With the ever-growing success of Asian companies in the lower price and quality segment and with the concomitant establishment of a middle and upper class in those countries their demands on the consuming products increase. Here, products from Germany are enjoying a great demand.

Wang-Export is a young company, which focuses on exporting high quality products from Germany to China. This claim should be reflected in the word mark and logo and derived media.

Wang-Export - Word mark and logo

Derivation of Word mark and logo

"I guarantee that with my good name." Surely you know this slogan. For some entrepreneurs and managers this is far more than just a slogan. They have proven over years and decades that they have a good reputation that could be lost pretty quickly.

Due to the existing quality standards and the identification with their own company it was obvious to let the name "Wang" being a part of the word mark and logo. But which symbolism could support the "export of quality products from Germany" ("QUALITY FROM GERMANY") executed by the entrepreneur couple "Wang"? "Quality" and "Wang" - is there any connection? To investigate a possible link between these two terms (and thus possibly derive a symbolism), it has to be questioned whether the name "Wang" - in spite of its frequent occurrence - has a special meaning.

Digression: The name "Wang"

Certainly you have already guessed: the most common surname in Germany is "Müller". One of 180 Germans is called "Müller". In China almost one in ten carries the common name "Li" (李); and almost half of the Chinese people carries one of the ten most common surnames.

There are several reasons. On the one hand, in Germany there are about 300,000 different last names, in China there are only about 4,100. This relatively low figure is due to the fact that there is a total of "only" 30,000 characters in China. Of these, however, not all are suitable as a family name and only a few, particularly "noble" surnames have more than one syllable. In addition, many Chinese names are already thousands of years old and were thus spread over a long period.

The name "Wang" (王) is the second most common surname in China, meaning "King / royal".

"Quality" and "royal". The symbol of a king is his crown, which he received during the coronation. It is an expression of his power and dignity. The king is at the top of the society. "to be the coronation of something" colloquially means a special award.

The stylized crown used in the word mark and logo is designed in such a way that it makes the "W" from "Wang" apparent particularly due to specific breaks in the lines.

"China town:"

Contact: Torsten Mühlhoff

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