TONG: New Year, New Brand

Kat Brown
Kat Brown
Feb 13, 2019 · 3 min read

Our newly crafted website and logo rebrand reflects our story as we approach our fifth year as an agency. From working with Polleni on this project, the outcome is a reflection of what TONG represent to us and to our clients. We chose a brand restructure that reflects the cross-cultural nature of TONG, something that we are very proud of that is at the forefront of our identity. Designing and developing a logo for our new SaaS WeCommerce initiative was also at the heart of the rebranding journey.

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WeCommerce

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The Chinese character 通 TONG 􏰄means to connect, inform, communicate, understand and make clear. It also described something that is open, logical, coherent and workable. We like to think our work reflects all these qualities and more.

Throughout the rebranding process, our customer research proved to us that our experience and personal expertise in China is at the front of our client’s confidence and trust in us to guide them to success in China, which speaks to our company values of transparency and communication. The creative web design that we have procured has been crucial for cementing our brand strategy and the TONG identity. It translates our knowledge and expertise to clients and future clients across the world.

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A quick guide to the new features on our website

Polleni helped us curate our brand strategy and create a brand identity from the perspective of a ‘journey from West to East’. The space in between these two points from start to China, is the paved road to success that we lead our clients down. Our logo also speaks to these two levels, a Latin-based mark with a Chinese flair, a nod to both Eastern and Western cultures.

Testimonial:

We built the TONG brand around the bridge between west and east and the strong values of dynamic professionalism that the founders James and Adam embody. One challenge for us was working with Chinese characters, but as we were working with experts on China, we had all the guidance we needed on hand. TONG were a pleasure to work with on all aspects of the project. Clear and concise with ideas, comments and feedback.

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The layout of our mobile site
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The two parallel Guide Lines in the logo on the T in both parts of our logo are a symbol of building our bridges to the world. In Polleni’s words, ‘on the right, the logo is the Chinese character for TONG, carefully redrawn with delicate Western serifs. Unifying these two marks is the common T with superimposed Guide Lines which are the primary signifiers of the TONG brand.’

Polleni helped us weave this feature into the WeCommerce sub-brand to mimic the double-strike in the ‘Yuan’ symbol for the Chinese currency. The new design reflects how we have grown since our inception, and what we aim to deliver to our clients as an agency in a clear, communicative, and concise fashion.

Visit our new website here.

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TONG Digital: your guide to China

Working to power Chinese social commerce

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