Project Overview

Labbrand collaborated with Udemy, a global platform for learning and teaching online, to develop a Chinese name and brand identity New York that would resonate with local customers. The Chinese name, 优领思 [yōu lǐng sī], was crafted to reflect Udemy’s mission of providing high-quality, flexible, and effective skills development opportunities to organizations and individuals in China. In this seamless symbiosis of culture, mission, and resonance, Udemy fortified its foothold in China, poised to meet the rising demands of a dynamic and evolving market landscape.

Challenge

Udemy is a global platform for learning and teaching online that offers a wide range of courses to learners and businesses around the world. As part of its expansion strategy, Udemy recognized the need to establish a strong presence in China, where the demand for flexible and accessible corporate training solutions is rapidly growing. To achieve this goal, Udemy partnered with Labbrand to develop a Chinese brand name and visual identity that would resonate with local customers and reflect Udemy’s values and mission. The task necessitated the creation of a name and logo that stood as unequivocal symbols of Udemy’s values, mission, and dedication to advancing lives through education. Udemy needed a name and logo that would authentically reflect its values and mission and would be easily recognizable and memorable for learners and businesses in China.

Solution

Labbrand, with its expertise in Chinese language and culture, worked closely with Udemy to develop a Chinese brand name and visual identity that would meet its requirements. The name, 优领思 [yōu lǐng sī], combines the characters for “excellence” – 优质内容, “leadership” – 领先行业, and “deliberation” – 构思未来, emphasizing Udemy’s commitment to providing high-quality, flexible, and effective skills development opportunities to organizations and individuals in China. The new brand identity features a bold, modern design with a color palette that reflects Udemy’s global brand identity.

Results

The new Chinese brand name and localized visual identity developed by Labbrand for Udemy were unveiled on March 1, 2023. The launch of the new brand identity New York was marked by its presence on various touchpoints, such as local social media platforms and Udemy’s partner Sanjieke’s website. The launch has had a positive impact on Udemy’s brand equity in the Chinese market, enhancing its reputation as a leading global platform for learning and teaching online.