Bestchem's Metamorphosis: A Redefinition of Corporate Identity

Designer Tsung-Hua Yang's Award-Winning Rebranding Strategy for Bestchem

Bestchem, a Taiwanese chemical processing company, sought to redefine its corporate identity. The task was entrusted to Tsung-Hua Yang, a designer who drew inspiration from Bestchem's vision of using chemistry to better people's lives. This vision, often overshadowed by the negative perception of chemical companies, became the cornerstone of the Metamorphosis design concept. The goal was to create a positive corporate image and express an upbeat, forward-looking attitude.

The unique properties of the design lie in its symbolism. The solid red triangle in the logo represents the integration of the company, its employees, and customers. The negative space forms a second, white triangle, symbolizing the planned transition and connection between the company and the public. The precise lines convey the company's exacting standards and commitment, while the contrasting colors draw the viewer in.

The design process was rooted in strategic discussions, where the requirements for the logo design were explored and determined. Through repeated reviews of concepts and compositions, a logo was created that fully illustrated the company's qualities. The project spanned both digital media and physical promotional materials, with the Pantone Color Guide ensuring color consistency across different media formats.

The logo is more than just a visual element; it is a tool for reinventing a company's image. The design was intended to convey Bestchem's belief in its mission to its target audience, bridging the gap between the company and its customers, and creating an image of trust and reputability. The project started in January 2017 in Taoyuan and concluded in June 2017.

Designing the logo required extensive research into the company's background, culture, history, and prospects. The designers sought to understand the company's standing in the market and what distinguished it from its competitors. This research helped clarify the goals for establishing a new company image. The primary challenge was to highlight the company's expansion and diversification while maintaining a focus on its original values.

In recognition of its creativity and innovation, the design was awarded Silver in the A' Advertising, Marketing, and Communication Design Award in 2018. This award is given to top-of-the-line designs that demonstrate outstanding expertise and innovation, and introduce positive feelings, amazement, and wonder. The Metamorphosis design concept is a testament to Bestchem's commitment to improving lives through chemistry, and its successful transition to a positive, forward-looking corporate identity.