Sichuan Changhong Electric Co., Ltd. is a Chinese consumer electronics company based in Mianyang, Sichuan Province, doing business as Changhong (长虹) domestically and CHiQ internationally.[1] The company traces its origins to 1958, when the state-funded military enterprise State-owned Sichuan Radio Factory was created. In 1965, it was renamed State-owned Changhong Machinery Factory as part of a strategic shift from military to civilian production, and in 1973 it produced its first television set under the Changhong brand.[2]
Design and History
The first Changhong trademark was registered in 1982, consisting of the Chinese characters “长虹,” the pinyin “changhong,” and an arrow graphic. The registration number was 155984, covering black-and-white televisions and electricity meters in Class 09.[2] The arrow graphic was also registered internationally in 1991 through the Madrid Agreement, covering television products in Russia, the Czech Republic, Ukraine, Slovakia, Slovenia, and Kazakhstan.[2]
In April 2006, Changhong publicly unveiled a new brand image centered on the letter “C,” along with the slogan “Happy Life Created by C” (快乐创造C生活). The “C” was explained as standing for Clever, Comfort, and Cool, as well as China, Changhong, and Consumer.[3] The new identity was developed in collaboration with Ogilvy Public Relations, which had joined Changhong’s brand planning work in July 2004.[3]
Despite the new “C” brand image, the older logo featuring the rocket pattern and pinyin “Changhong” did not immediately disappear. According to Changhong’s news spokesperson Liu Haizhong, there was no timetable for when the new mark would appear on all products, describing the transition as a gradual process.[3] The “C” was also clarified as a new brand image visual communication, not a replacement of the company’s registered trademark logo.[4]
In 2017, Changhong introduced CHiQ as its international brand name. The “CH” component represents Changhong and the “IQ” component represents intelligence.[5] The CHiQ brand was positioned for international markets, with the company announcing it was exiting Changhong-branded products in Australia and re-entering the market with CHiQ-branded products.[5]
Meaning and Symbolism
The 2006 “C” brand symbol carried multiple documented meanings. Changhong chairman Zhao Yong stated that “C” represented China, Changhong, and Consumer, and expressed the hope that seeing “C” would make people think of Changhong.[3] The letter also stood for Clever, Comfort, and Cool, reflecting the company’s positioning in the 3C (consumer electronics, communication, computer) era.[3]
The earlier Changhong logo, which combined the rocket graphic with the pinyin wordmark, was described in Chinese design commentary as featuring a rocket poised for launch with an encircling ring below it, symbolizing the company’s momentum and collaborative development. Two four-pointed stars were embedded in the lettering, representing Changhong as a rising star.[6] This description comes from a design blog and should be treated as informal commentary rather than official brand documentation.
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