China Unicom (中国联通), formally China United Network Communications Group Co., Ltd., is one of China’s major state-owned telecommunications operators. Its corporate identity is built around a stylized Chinese knot derived from the traditional “pan-chang” (盘长) auspicious pattern, a motif the company has used since its founding in 1994.
Design and History
The China Unicom emblem is based on the pan-chang knot, an ancient Chinese decorative pattern. The company’s official description states that the mark evolved from this auspicious graphic, with its interlocking, continuous lines symbolizing the orderly, swift and unobstructed service of a modern telecommunications enterprise, as well as an undertaking with no end and lasting longevity. The design contains two clearly visible hearts joined vertically, illustrating the company’s service philosophy of communication and connection with customers’ hearts. [1]
The original China Unicom logo, introduced in 1994, used the same Chinese knot motif but in blue. The mark was initially designed by Li Zhongfa (励忠发), a visual artist and noted stamp designer, whose inspiration came from Chinese pan-chan culture, a traditional cultural imprint associated with information transmission, mutual dependence and endlessness. [2]
On March 28, 2006, China Unicom adopted a new corporate identity. The Chinese knot changed from blue to red, and the wordmark “中国联通CHINA UNICOM” became “China unicom中国联通” in ink black. The company explained that the shift from blue to red represented a transition from a technology-oriented to an application-oriented approach, aligned with its new positioning of “innovation, vitality and fashion.” The English text was placed first to reflect an international outlook, and the change from uppercase to lowercase letters conveyed a more approachable style. [3]
In 2008, following the merger with China Netcom, the company released an updated version of the logo. While it retained the 2006 design overall, the Chinese and English lettering was redesigned, with the Chinese characters closely replicating the typeface used in the former China Netcom logo. [4]
In September 2020, China Unicom announced a brand refresh. Although the graphic proportions and Chinese and English typography showed no obvious change, the signature “China Red” color was adjusted. The red used since 2008 had a CMYK value of 0,100,100,10; the new red was set to CMYK 0,100,85,0, described as a brighter, more vivid “new technology red” intended to feel younger and more approachable. The company also introduced the new brand slogan “创新·与智慧同行” (Innovation, Walking with Wisdom). [5]
In February 2023, China Unicom announced another change to its company logo, effective immediately, citing its new positioning and strategy. Reports noted that the Chinese knot, previously positioned at the upper right of the logo, was moved to sit alongside the company name in a horizontal arrangement. [6] [7]
Meaning and Symbolism
China Unicom’s official brand description explains several layers of meaning in the mark. The red color, described as “China Red,” is the color of the national flag and represents passion, vitality and energy. It is said to increase the brand’s approachability and align with its positioning of vitality, innovation and fashion. The ink black used for the text symbolizes inclusiveness, cohesion, nobility and stability, and the red-and-black pairing is described as having a stable, harmonious visual tension. [1]
Within the wordmark, the two red lowercase “i” letters in “China unicom” are a distinctive detail. According to the company, the double “i” resembles two people communicating at any time and place, embodying the brand spirit of “letting everything connect freely.” In a vertical arrangement, the two “i” characters also form an auspicious tassel shape. The letter “i” is noted for its pronunciation, which sounds like the Chinese word for “love” (爱), extending the brand concept of “hearts connected, spirits linked.” It also stands for “I” and “information,” reflecting a customer-centric marketing model. [1]
In December 2024, China Unicom unveiled its refreshed international brand, UniCom. The company stated that its brand identity evolved from the Chinese knot pattern, symbolizing swift and lasting connections between people. The name UniCom draws on “Unique” for innovative products and services, “United” for collaborative development, and “Com” representing Communication, Computation and Community. [8]
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