iQiyi, the Chinese online entertainment platform founded in 2010, has used a green wordmark as its core brand identifier throughout its history. The company, initially named “QIYI” at launch, unveiled its most recent logo in April 2022 to mark its 12th anniversary, removing the rounded rectangular border that had framed the previous mark since 2011.[1][2]
Design and History
iQiyi’s logo has undergone three documented changes over more than a decade. The rounded-corner “screen frame” logo, which placed the letters “iQIYI” inside a shape resembling a computer display, was introduced in 2011.[3] In that version, the two “i” letters at each end merged with the frame itself, a distinctive feature of the design.[3]
At some point after 2011, the gray element above the Chinese character “爱” was removed and the color was changed to a brighter green.[3] The 2022 update, announced on April 22, was described by the company as its most significant visual change since 2011.[3]
The 2022 redesign removed the outer border entirely, a change the company framed as “breaking out of the frame” (破框而出), representing the idea that entertainment can transcend imagination and communication can cross boundaries.[4][2] The company stated that the essence of technology and art is to break conventions and push boundaries, citing innovations such as theater mode, multi-screen interaction and virtual reality as examples of this philosophy.[2]
Meaning and Symbolism
Green has been iQiyi’s signature brand color since the company’s early years. According to the company, the color was chosen because iQiyi was born in spring, and the green represents the vitality of the season and the infinite future of youth.[5] The 2022 logo brightened this signature green, with the company explaining that the more vivid, fuller shade expresses greater expectations and energy for future endeavors.[5][4]
Typography and Design
The 2022 logo introduced a more streamlined and simplified typeface with more comfortable letter spacing.[2][6] The dots above the “i” and the “Q” were redesigned using circular cutting, replacing the previous square dot on the “i.”[6][4] The company described these typographic refinements as an effort to simplify complexity and pursue perfect quality and an ultimate user experience.[4] The Chinese characters in the logo were also redrawn with rounded corners and bolder strokes.[3]
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.
