UMS
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China UnionPay Merchant Service Rebranding
The visual identity system and brand guidelines originally used by UMS were formulated in 2007. These played an important role in shaping the brand image of UMS and improving brand recognition. However, as it enters a new stage of development, the original logo and visual identity no longer meet UMS's needs for brand communication.
FutureBrand was asked to envision a new visual identity system that incorporated the original corporate culture. The result? A logo featuring an upward extension, with the movement of the U-shaped link forming the overall shape, which preserves the visual assets of the original logo. The logo design features the "U" as the main body, which signifies "you", indicating the customer-centric approach that UMS always adheres to. The lower right corner of the logo U features a UMS, which helps the public better identify the U while also giving the logo a unique touch.
"The new brand identity is uplifting and modern that highlights UMS personalities- pioneering, upwardly, innovative, and technological."
Sam Yang, Executive Creative Director, China
