AWARDS
CYPHANT GROUP Name Creation
Challenge
Facing the challenge of the apparent slowdown of the information technology industry, Yidian (一点资讯) has decided to expand its business territory. Through internal incubation or acquisition, now the new Yidian has four product lines, including information flow, gaming, social app, etc. The previous Yidian corporate brand will step down to be one product brand among four. So the new entity needs a new group brand name and a new vision.
Solution
Through close and in-depth communication with Yidianzixun team, Labbrand team gained full understanding of the group's visionary business plan which changes from single product line strategy to comprehensive product portfolio including social, gaming, video, and other fields. Focusing on the group vision of "Science and Technology for Freedom", Labbrand created the new group name "CYPHANT”. “CYPHANT” indicates Cyber which emphasizes information and digitization. In the Chinese name, Cyber is represented by "赛博[sài bó]" which stands for vigorous & resilient energy and extensive & profound insight.
The name also contains the imagery of “Elephant大象[dà xiàng]” – a smart and reliable social animal, a great metaphor of the group: great synergy achieved by uniting all business and meanwhile keeping a high level of agility. 象[xiàng] has another meaning "万象[wànxiàng]": all inclusive, which symbolizes digital technology interacting with human being in all aspects. The multi-layer meaning of 象[xiàng] can be flexibly applied in communicating the brand messages to better engage different audience, especially the young generation.
Result
In November 2021, Yidianzixun has officially revealed the new group name CYPHANT created by Labbrand. The new name marks a new chapter for the group, nurturing new products and technology and carrying its prospect of the future.
The name ‘CYPHANT’ adopts the opinions of young employees. The two components of the name ‘Cyber’ and ‘elephant’ sound a bit inharmonious at first. But it is this inharmony that leaves a deep impression. Cyber represents hardcore information technology, while elephants are intelligent land trailblazers and gregarious animals. It takes 22 months for elephants in breeding. Similarly, the development period for an internet product is also long and full of challenges. But it can grow into a great brand at the end.
