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LESSO Upgrades its Brand Strategy in the Hope of Accelerating Development in the Next Decade

HONG KONG, CHINA – Media Outreach
6 December 2021 – China Lesso has upgraded its brand strategy
comprehensively, unveiled a brand-new logo, and sped up its pace towards
Branding 4.0 on its 35th anniversary.

Throughout the long history of human development, the relationship
between human and nature is one of the main universal themes that evolve
constantly. Impacted by social development, balancing environmental
sustainability and social progression has become the core of daily life for
Chinese citizens. For people’s well-being, it is imperative to build green,
livable, and efficient ideal cities.


China Lesso (https://en.lesso.com/)
believes that the world will be a better place while all sectors of society
work together to build a healthy and organic human environment and living
space. To achieve the Big Ideal, Lesso shall adhere to new brand values of “Focusing on product quality, insisting on creativity,
creating high-value products and services for society”, and to fulfill its
brand promise of “Striving for a sustainable, healthy and beautiful life”. It
is hoping to gather insight across the industry to create a wonderful living
space for people to live in harmony with nature. China Lesso will continue
providing high-quality building materials as well as household products and
services for human-nature coexistence, helping upgrade cities and residences,
and exploring the potential for sustainable urban development.


China Lesso has also explicitly stated its brand positioning and
strategic orientation for a promising future. In the next decade, China Lesso
is committed to becoming a global group for manufacturing and supplying piping
and building materials and offering an eco-industrial platform for humanistic
environment and living spaces. Giving full play to its core values as much as
possible, China Lesso will facilitate the construction of humanistic and healthy
green buildings with high-quality pipelines, building materials, and home
furnishings. In addition, China Lesso will also endeavor to optimize the
construction of urban infrastructure and promote sustainable urban and town
development; strengthen intelligent industrial management and support the
modernization and upgrade of traditional industries; and provide high-quality
technical products and services for national megaprojects.


In terms of visual identity, the redesigned logo not only extends brand
equity with 35 years of history, it also brings forward new connotation, which
better illustrates the trends of modern design. It consists of two components,
“LESSO” in English and “Liansu” in Chinese. For the
innovative design of the English logo, China Lesso was inspired by its brand
slogan “Envisioning the better, Building the future”, and adopted a
circle as the framework of the English logo to highlight the characteristics of
the pipeline industry and create a great sense of visual coordination.


To fully embody the concept of “Envisioning the better, Building the
future”, Lesso has incorporated every English letter into the circle, with all
right-angle corners of letters softened, to greatly enhance brand affinity. In
addition, the proportions between letters are optimized with well-designed
spacing to improve integrity and legibility of the brand name.


For the design of the Chinese logo, China Lesso chose to unify the
width of each stroke visually by weakening the traditional sense brought by the
contrast of the width of strokes and increasing the sense of modernity. The
design technique of the English letters was also adopted for the stroke design
of the Chinese characters to integrate them with the perfect circle to augment
the large rounded corners feature, which works with the affinity of the font
and shortens the distance between the brand and consumers.


In terms of color optimization, red is an important brand visual asset
of Lesso. Therefore, China Lesso retained the colour red as the theme and made
the tone more conspicuous by increasing its brightness and saturation, which
reduces the traditional industrial sense that the color normally conveyed to
us, making the brand stands out among other brands at first glance, and
improving Lesso’s brand recognition. Learn more about Lesso’s rebranding from
this video: https://youtu.be/UX5AltnPWmM


The brand upgrade channels China Lesso’s good expectations for brand and
social development. In the future, China Lesso will move forward with practical
actions, and constant innovation, providing better urban construction and
living space for everyone, building green, livable, and efficient ideal cities,
gathering wisdom and strength of the whole society, and striving for sustainable
healthy and beautiful life.


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