Chinese Brand Signature Development

Over the years, MasterControl has rapidly expanded from a leading Quality Management System (QMS) vendor to a digital platform provider supporting connected solutions and services for managing quality and compliance across the product development lifecycle.

To better communicate its brand story and mission in China, MasterControl collaborated with LABBRAND to create a Chinese brand name and designed a Chinese brand signature that leveraged key design elements and visual traits of the English logo while balancing the unique aesthetics of Chinese characters.

mastercontrol
MasterControl (Source: MasterControl)

The Chinese brand name 迈德康 [mài dé kāng] echoes MasterControl’s continuing effort to bring high quality and connected solutions that help regulated companies drive product excellence.

The character [dé] is often used to describe a person’s good virtue. This description could be further extended to a business with integrity, which is highly relevant for MasterControl’s commitment to providing quality software solutions for its customers that ultimately bring life-changing products to more people sooner.

[mài] means ‘stride’ which reflects the company’s long-term devotion to quality and [kāng] means well-being, highlighting the company’s extensive experience in life sciences and other related industries. Overall the name 迈德康 [mài dé kāng] carries a level of phonetic consistency with MasterControl.

mastercontrol brand signature
MasterControl Chinese Brand Signature.

As a global organization, we strive to ensure that our brand is both relevant and culturally accepted in different regions. Labbrand has been a critical partner in developing a brand experience that communicates our commitment to customers and the quality products they develop to save lives. 

Sara Bresee
EVP Marketing, MasterControl

We are thrilled to collaborate with MasterControl on this naming and design project. The final name stood out from about 300 different name options for its accurate reflection of the brand truth and culturally relevant meaning. We are very happy that our rigorous creation and selection process has helped us land on this excellent solution.

Ray Ju
Associate Director, Labbrand New York