China Construction Bank (CCB), one of China’s largest state-owned commercial banks, introduced its current logo in 1996 when the institution changed its name from the People’s Construction Bank of China to China Construction Bank. The new name and emblem were officially launched on March 26, 1996, as part of the bank’s transition toward a modern commercial banking model.[1]
Design and History
The CCB emblem is built on the form of an ancient Chinese coin, a round exterior with a square center, a motif that clearly signals the banking industry.[2] The square represents strictness, standardization and care, while the circle symbolizes fullness, affinity and flexibility.[3]
In the upper right portion of the mark, a change in the circular outline creates an overlapping, three-dimensional effect. This arc represents the overlapping of two “C” letters, the English abbreviations for “China” and “Construction.” The overlap symbolizes accumulation as the foundation of construction, reflecting the bank’s growth through the accumulation of funds.[2][3]
The design breaks out of the closed circle, symbolizing the integration of ancient culture with modern business concepts, and conveying the idea that the bank is rooted in China while facing the world.[3]
The logo was designed by Li Yaojie (李耀杰), a Chinese brand designer known for his work on major consumer brands. Li served as the lead designer for the CCB visual identity project, which was won through an open international bidding process by the Guangzhou-based design group Xinjingjie.[4][5] In 1995-1996, Li designed the visual identity for China Construction Bank at the point of its transition to a commercial bank, implementing a full CI strategy.[5]
CCB was the first commercial bank in China to launch a comprehensive CI strategy. In 1996, the bank formulated the China Construction Bank Visual Identity Management Manual and implemented it throughout the organization.[6]
Meaning and Symbolism
The standard color of the emblem is sea blue (海蓝色), which symbolizes rationality, inclusiveness, peace and stability. It reflects the demeanor of a state-owned commercial bank and conveys the meaning that CCB, like the sea, absorbs and accommodates talent and capital from all directions.[3][7] The bank’s official color palette is documented as blue (#3147A4) and black (#231F20).[8]
In 2014, CCB commissioned Mulang Brand to develop a new layout recognition system for its overseas brand, which was integrated into the existing VI system. The agency combined the bank’s English abbreviation “CCB” with the existing core emblem to create a new recognition element for overseas markets, while preserving the established brand assets.[9]
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