Shenzhen, China – Geekbuying, China-based online retailer focusing on cross-border export e-commerce, has announced a brand upgrade in June 2022, releasing a new logo and VI system, branding position, and core values. The announcement will see Geekbuying transforming from an online shopping platform dominated by selling electronic products to a cross-border brand channel ecosystem builder.
The Geekbuying team planned and designed carefully to meet the company’s strategic development direction and upgrade consumers’ visual and shopping experience and it’s transforming the typical geek style into an international e-commerce platform style to cater to a broader range of consumers and attract more excellent overseas brand partners. Geekbuying will be committed to building a world-leading cross-border brand channel ecosystem.
Geekbuying chooses blue and red as the primary colors of the new logo while the background color of the website is blue and white. The initial letter G is located in a ‘shopping bag’ after the font design; the earth is used as the prototype to simplify the abstract circle cut in the ‘ing’ part. It symbolizes that Geekbuying is now and will continue to be committed to establishing an efficient global brand channel in the future.
Over the past ten years, Geekbuying has fully demonstrated its potential as a leader of Chinese brands going overseas. With its global marketing expansion, it is committed to bringing China’s high-quality brands and commodities, efficient supply chain, and first-class customer service to the world.
The founder of Geekbuying said, “The 10th anniversary is an opportunity for Geekbuying to achieve breakthroughs. Our mission is to devote ourselves to building an efficient brand channel to go overseas. We have three core values: respecting people, exceeding customer expectations, and pursuing excellence. We always believe that users are the driving force and to be the most sincere company is always our goal.”
Geekbuying’s 10th-anniversary celebration will be launched in June, and the company will fully launch and apply its new image and prepare lots of new promotional discounts for all of its customers.
Sydney, Australia – Customer relationship platform HubSpot has launched its first-ever global brand campaign, aimed at highlighting its CRM and unique position to help businesses grow better by connecting the people, customers, and businesses.
The campaign, which was created in collaboration with creative agency 72andSunny and media firm Carbon, was developed leveraging insights derived from HubSpot’s global community members of customers and employees, in addition to a global research study commissioned by the platform. This study found that upmarket decision-makers are craving more connectivity, simplicity, and humanity in their software experiences, and they want technology partners that can keep up with their pace of growth whilst also adding value for their teams.
Titled ‘HubSpot Success Stories’, the campaign is an evolution of HubSpot’s existing ‘Grow Better’ brand platform, and is delivered in a fresh way that reflects its ethos. It showcases the platform’s mission to focus on continuing to reach a new audience of upmarket decision-makers – including founders, C-suite executives, and sales and marketing leaders – by addressing the importance of understanding the customers.
Moreover, the campaign is designed to illustrate the business impact of a powerful, but easy-to-use CRM like HubSpot through real and fictional customer testimonials across paid and owned channels, including throughout HubSpot’s Media Network.
Fans and followers in HubSpot’s social media will get bite-size tips, tricks, and content designed for their feed that can have an outsized impact on helping other customers and HubSpot users do business better. Through the HubSpot Media Network, properties like My First Million, Entrepreneurs on Fire, and Goal Digger will feature host-read audio placements that share inspiring, remarkable ways and means to grow a business.
Kat Warboys, HubSpot’s marketing director for APAC, commented “We’re excited to bring our first-ever global brand campaign to Australia, localising it to address Aussie businesses and the pains they face as they grow. The campaign aims to position HubSpot’s CRM as a trusted, powerful partner for them, no matter where they are on their journey.”
The campaign has been rolled out in audio and digital advertising across Australia, along with Out-Of-Home (OOH) across Sydney’s Town Hall, Wynyard, Martin Place, Central, and Bondi Junction, as well as Parramatta train stations, and Sydney’s light rail.
In addition, HubSpot has also launched an updated visual identity along with the campaign. The new logo is anchored in an evolved, deeper, and bolder version of its colour palette, and is designed to reflect how the platform and its CRM platform have evolved over recent years to meet the needs of scaling businesses whilst maintaining its core objective to continue bringing joy to customers. It was inspired by the warmth, expressive, and optimistic attributes associated with the platform’s personality and signature orange colour, and has three keynotes, which is a direct nod to HubSpot’s three prongs on its sprocket logo.
“The logo is increasingly important as it extends its investment in audio-first media, including HubSpot’s ANZ podcast Unconventional Business, and its own recently-launched HubSpot Podcast Network,” said HubSpot in a press statement.
Singapore – As the company celebrates its tenth anniversary of business operations, Singapore-based telecom operator MyRepublic has unveiled its newest logo. The telco said that the changes reflect the company’s growth from a challenger brand to a mature industry leader, and signifies a generational shift within the organisation’s brand and culture.
MyRepublic’s new logo features a modern design of its signature rocket, sporting a professional and clean silhouette against its iconic purple brand colour. By retaining its trademark elements, MyRepublic seeks to maintain top-of-mind awareness and brand equity among consumers who are familiar with the brand’s identity.
The new logo follows the company’s recent brand revamp in April 2021 in a bid to communicate its message of being relatable to their consumers.
Ji Jing, group chief marketing officer at MyRepublic, said that it has been an incredible 10 years for them at MyRepublic, adding that they have redefined broadband and mobile connectivity in the markets where they operate, and helped their customers understand what a true modern connectivity experience can be.
“There’s no better time for us to introduce a refreshed look and a renewed purpose as we blast off into the next decade of continued growth. We also have exciting rewards to celebrate this milestone to show our appreciation to all who have supported us in this journey,” Jing said.
As part of the brand and logo refresh, MyRepublic will also launch its monthly birthday rewards, an ongoing rewards programme where MyRepublic customers will stand to receive a treat during their birthday month. In addition, MyRepublic will reward 10 loyal customers selected at random who have been with MyRepublic for 10 years with prizes worth up to S$10,000.
“Last April, we refreshed our brand with a new look and voice to great reception. Since then, 97% of our customers have indicated a preference for the new brand identity and its personable and down-to-earth tone. Our new logo extends that simplicity, customer-centricity, and relatability to all aspects of our brand. We look forward to continuing our journey of serving and walking alongside our community,” Jing concluded.
With every challenge arises the opportunity to reimagine the status quo, and the pandemic has given everyone more than just a back seat, but a great view–high up the balcony–to take stock of what everyone has been long accustomed to, of what has been the ‘norm’ and looked to as ‘perfectly working’ for so long.
Greater dependence on information and the increased opportunity for indoor engagements have breathed new life and meaning to the role of digital content – and this is where MARKETECH APAC comes in.
MARKETECH APAC was borne at the height of the pandemic, and the strange times from which it came to fruition enabled it to transcend itself, to become more than just a source of marketing and advertising news, but an advocate for creativity and innovation, a connector of people and brands, and also, a source of employment for many people left upset by company downsizing.
On May 16, 2020, exactly a year ago, the very first news story was published on the MARKETECH APAC platform. Just like most, the pioneering team that launched it reeled in from the blow of retrenchments, and with this, the ambitious and promising content platform in front of you has also now become a space for talented and determined people to launch their fresh ideas and become a pioneer not just of themselves, but to be at the forefront of developing a platform that would bring all creative and brilliant brands and organizations together in one regional, APAC-centered space.
In the next first months of our inaugural year, MARKETECH APAC would be launching unique live features that haven’t been seen before with other players in the industry. In July of 2020, we launched the first-ever round-up of the top 5 stories in marketech-apac.com, giving recognition to the top-read and -viewed stories, which we call MARKETECH APAC Reports.
Then in August, we turbocharged multimedia content, with the release of another live feature – this time, a salute and tribute to some of the most inspirational marketing leaders in the industry, and likewise an effort to bridge the old with the new: to inspire the new generation of marketers. Taking a quirky spin to it, it was titled MARKETECH Mondays.
As we wrap up the year 2020, we made sure to mark it with a bang. Come December, we rolled out the pilot episode of our third multimedia brand – MARKETECH Expert Up Close – our deep dive on the founders, marketing leaders, and companies behind the most sought-after brands and organizations.
Our biggest commitment to making marketing for all–including SMEs as a content pillar
MARKETECH APAC was realized at a peculiar period, and this has pushed us, even more, to live out this DNA of rising above the norm; which is to serve industry needs and going even beyond that. We established our four content pillars which we believe represent best the marketing and advertising industry – MARKETING, TECHNOLOGY, and PLATFORMS – and then our most unique offering and biggest commitment to our vision of “making marketing for all”– our SMEs content.
What MARKETECH APAC sees as a loophole in the delivery of news in the industry is the standard by which one is measured as newsworthy. It is no question that the giants and the big-budgeted companies and brands are more empowered to deliver wide-reaching and impactful campaigns, but what about the equally ingenious, but new players in the industry? In developing MARKETECH APAC, we made sure the brave and innovative SMEs also have a space to be seen and heard.
MARKETECH APAC’s 2021 offerings As we ushered in the year 2021 and were nearing our one-year mark, we have launched a slew of new MARKETECH APAC features and production units.
In February 2021, we hit the ground running for MARKETECH APAC’s webinar production unit, Inside Innovation. In this, we partner with companies to bring a wellspring of informative and insightful full-length discussions, presentations, and webinars on the most pressing and relevant issues in the industry.
Then coming into March of the year, we released MARKETECH Spotlight. MARKETECH Spotlight is our live feature that gives the spotlight and the seat to organizations that have acquired a one-of-a-kind achievement in the industry, and those that have released a never-before-seen product, campaign, initiative, or service.
Regional Editor Shaina Teope and also one of the pioneer team members of MARKETECH APAC shared that the company is more than just a promise of “making marketing for all,” but a carrier of a mission, the fulfillment of becoming a bastion of innovation and creativity by which both the behemoths and SMEs can connect and nurture their growth.
“When I first became part of the MARKETECH APAC team, I knew right off that I am endeavoring into something that is more than just reporting news and bringing forth content to readers, but that I am already on board a ship that seeks to brave uncharted waters and to steer the wheel in bringing a more connected and democratized industry of marketing and advertising,” Teope said.
“As we mark our first year in operations, our hearts are brimming with pride and joy looking back at the multimedia brands that we have successfully launched. They are all to trailblaze spaces for dialogue and conversations that have never been brought to the surface before. We are more than excited and are already gearing up as we enter our second year with fresh and unique initiatives in store for both brands and readers,” added Teope.
Brand new logo
With every ending comes a new beginning, and as MARKETECH APAC moves to a new chapter, we are unveiling a refreshed brand identity – a dynamic and modernized new logo.
Replacing the simple pilot titular logo, MARKETECH APAC will now be represented by a multi-hued symbol of connecting trapezoids showcasing a letter M. The four shapes represent the platform’s four main content pillars–MARKETING, TECHNOLOGY, PLATFORMS, and SME. From just a combination of red and black, the new logo will now be donning four different colors seen from the four different shapes. This time, the colors represent the four regions under APAC – Southeast Asia, South Asia, East Asia, and ANZ– and that through MARKETECH APAC, they become connected as one.
Teope says, ”As we bolster our offerings, it is important for us that our identity – our logo – is perfectly representative of what we aim to continue doing as a platform as well as the fresh initiatives and programs we plan to bring forward. We have always been built to bring closer the marketing and advertising ecosystem in APAC and we are proud the new MARKETECH APAC is able to perfectly communicate this.”
In the years ahead
As we close off a great inaugural year and welcome the next, we want to thank our partners and clients who gave their trust to a new but hungry digital publication in the arena of marketing and advertising content. Without your support, we wouldn’t be strongly grounded as we are today to keep serving the industry with delightful and helpful content and to keep working blood and sweat to provide fresh multimedia brands and features within the mother MARKETECH APAC brand.
As we begin our second year, we are upping the game of our engagement to readers and brands in every region in the Asia Pacific. As of date, our regular newsletter has already reached audiences in ANZ, Southeast Asia, and the greater APAC region, and we are more than excited as we finally launch the newsletter campaign to our readers in East Asia and South Asia.
Presently, MARKETECH APAC is also speaking with investors who could help us realize our missions in providing quality content and industry events in Asia-Pacific.
A big thank you to our content partners
Last but not the least, we would like to express our utmost gratitude to our partners and clients who put their trust in us in producing content and webinars. You have made our first year of operations profitable, and we are even more charged and motivated to forming the best collaborations to craft and deliver the most engaging and unique content to our audience.
We would also like to give a big and sincere thank you to those who have shared and trusted their stories and insights to us through our growing and hardworking editorial team.
Truly, as we embark on the next stage, you can expect that we are always welcoming of content and webinar collaborations. We are excited and interested to hear about how we can partner and work together to further enrich the industry. You may reach us at [email protected]
Hong Kong – Shangri-La Group has launched today a refreshed brand logo for Shangri-La Hotels and Resorts that pays tribute to its past and sets a fresh vision for the future, marking 2021 as an important 50th-year milestone.
The new logo is an emblem that reflects the brand’s journey and evolution with its guests, while staying true to the brand roots that have delivered warm Asian hospitality. Shangri-La said that it also presents a more contemporary vibe while maintaining the powerful equity of the brand.
The signature ‘S’ mark is retained and takes on a new gold color that signifies the warm glow of ‘sunrise’, and the original typeface is refined for a more modern feel to align with the new design character inspired by Asian calligraphic elements, creating a connection to history and tradition. More importantly, Shangri-La has opted not to include ‘Hotels and Resorts’ in the refreshed logo, as the brand believes that they are more than a place, but an experience.
According to Hui Kuok, the chairman of Shangri-La Group, the brand evolution is their way of looking forward to the future and delivering their promise of hospitality across stay, wellness, and family experience, as well as gastronomy, among others.
“We are not moving away from our core values, instead, this customer-centric approach signifies our commitment to strengthening the connection between our guests and our brand experience,” said Kuok.
Meanwhile, Beng Chee Lim, the chief executive officer of Shangri-La Group, said that the ongoing brand evolution strengthens Shangri-La’s commitment to guests, colleagues and partners, and they view this undertaking as an important strategy that will empower the hotel.
“Reflecting on the last 50 years of heartfelt hospitality, the brand looks forward to curating more relevant and meaningful experiences that will enable many more moments of joy for our customers. Anticipating the future, we look forward to continuing this journey together,” added Lim.
Singapore – Global content technology enterprise SPi Global, which has presence across Asia, US, UK, and Nicaragua, has rebranded to now be called a curt ‘Straive’.
The rebranding will see a major revamp as the company has also launched a new avatar, and has refreshed its website and social channels. To mark the new identity, SPi Global has also released a new brand film, and a microsite.
The rebranding exercise is a fuse of several strategic and gradual changes to the visual identity of the company. According to the company, which has its headquarters in Singapore, the name ‘Straive’ encompasses its enhanced focus on AI-driven solutions and signifies its ongoing endeavor to continuously increase the value it brings to customers, employees, and community.
The new brand logo, meanwhile, represents the company’s commitment to unraveling the power of information by ‘connecting the dots’. The refreshed look with the color orange represents the wave of innovation and excellence the company brings to its esteemed customers in research, education, and ed-tech, as well as finance, and real estate.
“We have been on a consistent path of growth, expansion, and evolution through the years. As an extension of that, we are excited to launch our new brand and visual identity. The rebranding is our pledge to keep evolving in our quest to elevate knowledge to solve the critical problems of our time,” Ratan Datta, the president and CEO of Straive.
The rebranding comes after many developments in the company in recent years including major acquisitions, new revenue streams, and further consolidation of key business divisions.
Kuala Lumpur, Malaysia – Media agency Trapper Media Services has launched a company-wide brand transformation, the first time ever since its founding in 2001, marking 2021 as an important 20th-year milestone.
The transformation will center on ‘growth culture’, and with it, the agency has simplified its name to now be called as ‘Trapper’ and has also launched a new logo and purpose line.
The new logo is an emblem that pays homage to 20 years of the agency’s solid foundation. The fresh logo is made to face upward to indicate a keenness to forge ahead. Meanwhile, the red color of the logo was chosen being a shade that stimulates the mind and attracts attention to signify that Trapper is “always ready to act on new goals.”
Adding to its transformation is a new purpose narrative – ‘The Growth Engineers’. The new communication means to help businesses solve growth challenges via innovative and integrated solutions, and is also said to be reflective of the employees’ mindset, attitude, and approach to everyday decisions.
Commenting on the rebranding, Trapper’s CEO Sue-Anne Lim shared that as they grow their clients, they are continually motivated to widen their capacities and capabilities.
“This strategic planning process is our way of thinking, how we manifest Trapper’s brand promise and will be a unifying approach for adoption across all media planning teams. Above and beyond that, it comes unsaid that we will build and enhance our data-driven insights capabilities to foster greater innovation culture in Trapper,” said Lim.
Sivanathan Krishnan, the chairman and co-founder of Trapper, commented that the new identity enables the company to communicate its purpose to the industry, clients, and talents.
“We want clients to expect more from us as we are confident that we can grow into their expectations if not exceeding it,” said Krishnan.
To further solidify its ‘growth culture’ the agency also welcomed Chin Wern Teo, former media strategist at media agency Vizeum Malaysia, to be its new strategy director. In her new role, Teo will be responsible for developing a new strategic planning framework to define Trapper’s mission as a strategic growth partner for clients.
Sydney, Australia – Following its foray into mobile and e-commerce scalability, Australian fintech eftpos has launched a revamp of its brand identity through a new logo.
The new logo and fresh brand colors follow the announcement of the eftpos digital product and technology strategy rollout over the next two years, which aims to make it easier for Australians to manage their own money and lifestyle in the digital world.
According to eftpos CEO Stephen Benton, they wanted to create a bold and distinctive look for the brand across every touch point – in store, on mobile and across all digital platforms – that appeal to all Australians including millennials who are embracing the digital economy.
He also expressed that synonymous with low cost debit card payments across Australia, so it was vital the company developed a new brand identity that was still unmistakably recognised as eftpos, no matter where people shopped or what device they used.
“We want Australians to know that our company is evolving alongside them, and our goal was to convey simplicity and modernity while preserving our distinctly Australian heritage. The trust, convenience and security they have come to know when using eftpos remains, and at the same time we are innovating and advancing for the future,” Benton said.
He added, “This brand refresh is a key component of our much broader digital payments strategy, focussed on creating greater value, ease and security for consumers and businesses by enabling compelling innovations for members, FinTechs and retailers that enhance the digital commerce experience.”
The logo redesign was made by Australian-based branding and design agency Hulsbosch.
Jaid Hulsbosch, director at Hulsbosch, said, “This iconic Australian brand is back with a defined brand story and a stand-out, relevant symbol. A vibrant upgrade in colour and an evolved, stylised ‘digital e’ now perfectly represents the brand and its exciting future.”
Benton also said that the new brand rollout would be a staged release due to the brand’s extensive presence, with over 50 million cards to be updated along with hundreds of thousands of eftpos acceptance marks displayed by merchants across Australia.
“Eftpos is one of Australia’s most iconic brands, and we were careful and thoughtful about how we needed to evolve it for the future. Extensive market research and consumer feedback from pre-launch testing has been extremely positive, confirming the new brand retains all the elements they uniquely associate with eftpos as a humble Australian innovator doing good for Australia,” he concluded.
Seoul, South Korea – Globalautomotive brand Kia has unveiled its new logo and brand identity, with a slogan that goes “Movement that inspires”, a statement that speaks to the car maker’s future automobile developments.
The new logo features ‘symmetry’, ‘rhythm’, and ‘rising’ elements that symbolize Kia’s new brand purpose and the values it promises to offer customers through future products and services, and the experiences these enable.
Furthermore, the new brand identity of Kia also foreshadows the car maker’s future plans in the car industry, including popularizing electric vehicles and introducing a broad range of mobility services that fit the preferences of local markets.
“Kia’s new logo represents the company’s commitment to becoming an icon for change and innovation. The automotive industry is experiencing a period of rapid transformation, and Kia is proactively shaping and adapting to these changes. Our new logo represents our desire to inspire customers as their mobility needs evolve, and for our employees to rise to the challenges we face in a fast-changing industry,” said Ho Sung Song, Kia’s president, and CEO.
The new logo was unveiled to the public during a pyrotechnic show in Incheon, South Korea. Using 303 pyrodrones to unveil the new Kia logo, the event was also recognized by Guinness World Record for ‘Most unmanned aerial vehicles (UAVs) launching fireworks simultaneously’.
Kia will officially be launching its new brand purpose and philosophy as well as the brand’s purpose application to Kia’s future product line-up by January 15, 2021.
Australia – KitKat Australia has temporarily replaced its logo to now don bent KitKat sticks formed into a recycling symbol, to encourage consumers to recycle its wrappers. Across the logo, also says a new line, “Recycle me, give the planet a break.”
The initiative is in partnership with Melbourne-based consulting and recycling organization RED Group, in its recycling program REDcycle, which collects soft plastics to be turned into new materials such as benches and fences.
RED Group has installed special “REDcycle” collection points. Aside from KitKat wrappers, any form of soft plastic, through KitKat’s new initiative – such as noodle wrappers, confectionary bags, and cereal or muesli box liners – is also encouraged to be properly disposed of into the special bins.
KitKat encourages a “scrunch test” for people to know how to identify a soft plastic. To do the test, one only has to try to scrunch any plastic into a ball.
KitKat’s manufacturer Nestlé says on its website, that its vision is that none of its packaging, including plastics, ends up in landfills, in oceans, lakes, and rivers.
“We are working hard to deliver on it and help achieve a waste-free future. To achieve this, our commitment is that 100% of our packaging is recyclable or reusable by 2025,” said the company.
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