BOE Technology Group Co., Ltd. (BOE) is a Chinese IoT innovation company founded in April 1993 and headquartered in Beijing, specializing in intelligent interface products and services for information interaction and human health.[1] The company’s visual identity centers on a typographic wordmark built around the letters “BOE,” which originally served as the acronym of the company’s English corporate name.
Design and History
On November 1, 2014, BOE announced a comprehensive upgrade of its corporate brand identity, marking a step in accelerating its internationalization process and strategic upgrade for the new internet era.[2] The upgraded logo retained the English abbreviation BOE, with a horizontal line added beneath the letter “O” to convey a rising momentum.[2] BOE vice president Zhang Yu described the upgraded logo as simple, elegant, and easier to recognize and communicate, noting that the line under the “O” represents BOE people working under a common vision, belief, and culture to serve humanity with technology and make the world a better place.[3]
In December 2022, ahead of the company’s 30th anniversary in 2023, BOE released a special anniversary emblem. The 30th anniversary mark features an abstract number “30” composed of a circular dot matrix symbolizing semiconductor display technology pixels and massive IoT applications, combined with a rising arrow shape resembling the number “1” and a zero stylized as the Earth.[4] The anniversary emblem was designed as a commemorative element separate from the company’s core corporate logo.
Meaning and Symbolism
In a new phase of corporate development, BOE reframed its acronym as “BEST ON EARTH,” representing the company’s aspiration to become one of the greatest companies on Earth.[5] The underline that forms part of the logo indicates that all BOE people are united by one vision, one belief, and one culture, and it also stands for a solid horizon, implying that BOE is established on the Earth and will become one of the most respectable companies on Earth.[5]
Typography and Design
BOE’s official brand guidelines specify four primary logo colors: white, blue (Pantone 2935 C), grey (K85), and black.[5] The logo is recommended in a solid grey (K85), blue (Pantone 2935 C), or black version when applied to light or light-colored image backgrounds, and in a solid white version when applied to dark or dark-colored image backgrounds.[5] The brand guidelines also specify a minimum clear space around the logo equal to the width and height of the letter “O.”[5]
Logo Index is an independent educational archive covering logos, visual identities and graphic design history. All trademarks and brand assets remain the property of their respective owners.
