Announcing our new logo and look!
2019-01-22
Announcing our new logo and look!
Big news! Today, after eighteen years, we're releasing an updated brand identity, which includes a new logo, colors, and font. You'll see the new look anywhere we're out in public, like our website, Facebook, and Twitter; very soon you'll see it in all of our products, as well. We believe the new look better matches what we've become since 2000: a manufacturer of technology that modernizes material lifting platforms, leading companies in vertical material transportation and aerial work platforms in China.
Since our founding in 2000, we've more or less stuck with the same Chinese 鼎 logo, which refers to the lifting strength of our company. But in the last few years we've changed quite a lot: we launched a new series of product designed for global markets to help foreign friends finishing both material and human lifting works in a smarter way, not a harder way. The old look started to chafe. Gradin, is named with the same roof with grade, grading and gradual, which all means lifting step by step. Change is good, and necessary.
Our design goal was to better match how we look to our values and the users we serve. A small team inside the company worked to find something that appeared crisp, approachable, smart, friendly, and connected.
Compared with deep blue, the lighter blue is cool and refreshing, and the darker, grey-blue feels a bit collegiate. The Capitalized&Bold font is deliberately clean, modern, and light.
The “ i ” of the logo, quite obviously, represents the mobile scissor lift, but it's stylized with curves to appear friendly, and even slightly human. Our decision to use a letter form in the logo was inspired by illuminated manuscripts, which were instrumental in spreading ideas during the Middle Ages. We believe this modern take on the illuminated letter communicates a commitment to support the work that our scholarly users create.
The new slogan, Reach You Want, quite obviously, represents our products’ function. Specialized in aerial work platforms, scissor lifts, hydraulic lifts and car parking equipment, we've been committed to understanding your challenges and delivering safer, more convenient and more efficient products to meet your needs.
We hope you like this new look and feel for Jinan Quentin! Look out for more updates—like an updated look in our product and a brand-new website—as we continue to try to better serve our users in aerial work industry with clean, modern, user-friendly technology.
We have already begun the process of switching out the old with the new ... we expect to be fully transitioned in a few weeks.
Thank you.
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