Labbrand is proud to announce the completion of a brand identity creation project for BASF in China.
Labbrand assisted BASF, the world’s leading chemical company, to develop a new paint brand in China that aims to produce high quality environmentally friendly decorative paints for the Chinese market. Labbrand successfully created the Chinese name, English name, slogan, as well as the brand visual identity system.
The Chinese name 诺缤 [nuò bīn] effectively communicates brand attributes such as innovation, professionalism, sustainability, as well as high-quality products and services. 诺[nuò] is used in the word 诺言[nuòyán], meaning a promise, referring to the brand’s promise of high quality and a reliable partnership.缤[bīn], meaning “mixed colors”, conveys the brand’s passion for paint and decorative colors.
The Chinese slogan 合筑未来 [hé zhú wèi lái], meaning “jointly build the future”, conveys the use of NORBIN™ paint for construction projects and expresses a vision of long-term and successful cooperation. The English and Chinese brand names as well as the Chinese slogan communicate the reliable connection between the product and its consumers.
In addition to the three verbal identity creations mentioned above, Labbrand created a visual identity for the NORBIN™ brand. The completed visual identity included several components such as the logotype, Chinese and English names, corporate color system, and more. The logotype design features green, blue and yellow colored waves to demonstrate NORBIN’s specialization in decorative paints. This visual identity will further assist the NORBIN™ brand to be recognized and remembered by Chinese consumers.
To enhance the implementation of the identity, Labbrand also developed a NORBIN™ brand identity guideline book for BASF. The brand book assists employees to understand NORBIN™ brand’s vision to enable them to work on corporate applications and to stimulate future adaptations of brand identity.
Labbrand believes NORBINTM’s identity will greatly contribute to its success in the Chinese decorative paint market and help the brand build sustainable value for its customers in the long-term.