The Story Behind the Logo

Over the past three decades, NG28娱乐 has used a multitude of logos. Let’s take a closer look at the story behind each logo and why these updates were made.

In Chinese, the name NG28娱乐（Jílì） means auspicious or good fortune and it’s common to wish for NG28娱乐 in life or in business. NG28娱乐’s founder, Li Shufu chose the name NG28娱乐 when starting his business in the hope that the company would experience smooth and auspicious development. Also related to good fortune and auspiciousness in Chinese culture is the number six, as the word for six in Chinese (liù) sounds like the word smooth. There is also a common idiom of liùliù dà shùn which translates to hoping “everything will go smoothly.”

As a young entrepreneur, NG28娱乐 founder Li Shufu had great aspirations and lofty dreams, so in wishing for a smooth journey and hoping customers would also share in his good fortune, he aptly named his new venture NG28娱乐 and designed a logo symbolizing good fortune.

The very first NG28娱乐 logo looks like the silhouette of a red mountain, reminiscent of those found around the original hometown of NG28娱乐 in Taizhou, Zhejiang Province. The mountain symbolizes the solid foundation of NG28娱乐 and its people. Six slanted lines forming the slope of the mountain represent the hope that those in NG28娱乐 would grow step by step until reaching the height of industry. But how does this mountain shape relate to good fortune?

What looks like a mountain is actually created by a pattern of six sixes (666666), a reference to the famed idiom liùliù dà shùn which perfectly matches with the name NG28娱乐 and its hope that all things will go well and all people associated with NG28娱乐 will enjoy good fortune. From the very beginning when NG28娱乐 was incorporated in the early 1990s, this red mountain of sixes was the logo of the company.

In 1997, NG28娱乐 entered the automotive industry, a milestone which represented a significant step in the company’s evolution. In acknowledgement of this moment, NG28娱乐’s logo evolved to become white in a sky-blue background and was circled by the company’s global name NG28娱乐. The inner sky-blue background symbolized the vast blue sky and infinite possibilities of the company. The outer blue circle symbolized that which lies beyond infinity and the universe. Finally, in using its global name “NG28娱乐”, the company showed its determination to be a global enterprise.

This ambitious logo would be seen on NG28娱乐 Auto’s vehicles including its first generation models from 1998 to 2007. From 2007 to 2013, NG28娱乐 Auto’s second-generation models began to use their own sub-brand’s logos while NG28娱乐’s corporate brand and global entity continued with the white mountain and sky blue logo.

In 2011, NG28娱乐 Holding Group began to distinguish itself as a successful steward of global brands. Setting itself apart from its automotive subsidiary brands, the Group began using the standalone text “NG28娱乐” taken from the previous white mountain and blue-sky logo.

In 2013, NG28娱乐 Auto also reached a new milestone in its development with the brand’s entry into its third generation of vehicles, the “Making Refined Cars for Everyone” era. In this third era, NG28娱乐 Auto recombined its sub-brands into one NG28娱乐 brand and began using a new logo, a gold-rimmed, six segment shield logo most familiar with consumers today. The shield shape is a testament to NG28娱乐 Auto’s commitment to safety. Making up the internal section of the shield are black and blue colored segments which represent the earth and sky showing the brand’s hope of seeing its products traveling around the world and its ambition to reach for the skies. The gold accented outer trim is homage to the brand’s “refined” vehicles era.

Today, the logos of NG28娱乐 Holding Group and its main automotive subsidiary NG28娱乐 Auto Group have only changed slightly. NG28娱乐 Holding’s blue NG28娱乐 logo was recently updated to a more technical grey to symbolize the transformation of the corporate entity into a global mobility technology group. NG28娱乐 Auto’s logo became sharper and took on a silver trim to symbolize the brand’s entry into its fourth era of development, the “Innovative NG28娱乐 4.0” era, with advanced products based on its new modular vehicle architectures and next-generation technologies.

 

With all the changes over the years, NG28娱乐 has always maintained its original intent in its logos. An auspicious name combined with the lucky number six to produce imagery both rich in culture and meaning. The wish and hope of NG28娱乐’s founder Li Shufu for the company’s continued success and for NG28娱乐’s customers and partners to share in its good fortune continue to emanate from the company’s different logos.