Chow Tai Fook is a Hong Kong-based jewellery brand founded in 1929, and its visual identity has undergone a significant transformation in 2024 as part of the company’s 95th anniversary celebrations. The brand refresh was led by global brand consultancy Lippincott, which worked with Chow Tai Fook to develop a new identity system that balances the brand’s Chinese heritage with a more global, contemporary outlook.[1]
Design and History
In April 2024, Chow Tai Fook Jewellery Group unveiled a new consumer-facing logo as part of a broader brand transformation journey announced on its 95th anniversary.[2] The new design was described by the company as representing its “enduring legacy in a modern and dynamic way,” capturing both the brand’s history and a forward-looking identity.[3]
According to financial news reports, the new brand logo notably does not feature the colour red for the first time in the brand’s history.[4] The visual system is led by a new English logotype, while a separate “Heritage logo” was developed to pay homage to the brand’s roots.[1]
The Heritage logo exists in two executions: one version retains the original red badge, while the other is used on full “Timeless Red” backgrounds. This Heritage logo maintains the distinctive divider line and proportion of its predecessor while incorporating a more contemporary aesthetic that amplifies the founding year of 1929.[1]
Lippincott also introduced a new brand monogram for Chow Tai Fook. The brand initials “C”, “t”, and “f” are integrated in the centre of the monogram, framed with an outline inspired by the fine detailing of ancient Chinese jewellery boxes.[1]
Meaning and Symbolism
Red has long been the brand’s iconic colour, and it was retained as a central element of the new identity. In July 2024, Chow Tai Fook collaborated with Pantone to unveil an exclusive colour chip for “Chow Tai Fook Timeless Red,” described as a “vibrantly iconic dark-red hue.”[5] The company stated that the colour represents the brand’s devotion to craftsmanship and embodies the beauty of Chinese culture, symbolising fortune, love, and blessings passed down through generations.[5]
Three complementary colours were also developed with Pantone as part of the new palette: “Jade Black,” “Porcelain White,” and “Legacy Gold.” Each was selected based on its historical importance to Chinese culture. For example, “Jade Black” was described as a colour associated with royalty in ancient China.[5]
The brand’s Chinese name, 周大福, includes the character 福 (“Fook”), which means “fortune” in Cantonese transliteration. The Rouge Collection, launched alongside the rebrand, was inspired by the auspicious symbol of good fortune represented by this character.[6]
Typography and Design
Lippincott’s work included crafting a comprehensive visual system covering colour, typography, photography style, and advertising direction.[1] The new English logotype leads the visual system, while the Heritage logo is applied as a sign-off signature on selected touchpoints to preserve the brand’s historical essence.[1]
In practice, the brand has adopted a market-specific approach to logo usage. According to Alan Chan, Chief Brand Officer of Chow Tai Fook Jewellery Group, the English “CHOW TAI FOOK” logotype is placed prominently in flagship stores to strengthen the brand’s international image, while Chinese-language branding with 周大福 is prioritised in neighbourhood stores and lower-tier mainland China cities to maintain customer recognition.[7]
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