Cathay United Bank’s trademark image of the “big tree” is derived from the double-barrel name of its founder Tsai Wan-lin. With the company’s 60th-anniversary celebrations approaching, his successor is eager to breathe new life into the company by transforming its old image. In Chinese, a cycle of sixty years is known as “jiazi.” The character “jia” is shaped like sprouts in the middle of a field. As the new successor takes office, the concept of the “big tree,” has been incorporated into the design, symbolizing the image of seeds. Besides continuing the association with the big tree of Cathay United Bank, the design also highlights the new concept brought by the successor. The color of the design combines Cathay’s brand colors of yellow, symbolizing the sun, and green, symbolizing the land, while the two basic circles represent the rotation of day and night, with reference to the sunshine and the nurturing of seeds, representing the hope for them to grow into another big tree!

Project Name : 60th identity design