Original URL: http://www.theregister.co.uk/2006/05/08/huawei_rebranding/

Defenceless China hit by rebranding madness

Joss-sticks and whalesong in Shenzhen

By Lester Haines

Posted in Bootnotes, 8th May 2006 15:00 GMT

LogoWatch Back in 2004, the world suffered a terrifying outbreak of rebranding madness which saw otherwise sane people succumb to the effects of Strategy Boutique hocus pocus and whalesong-driven Powerpoint presentations which convinced them that in return for parting with a large suitcase full of cash, their revised brand frontage would forever refine the corporate promotional paradigm.

Inexplicably, the plague then ground to a halt in Japan - its last known victim being Eudyna Devices Inc - without making the anticipated jump to the virgin boardrooms of China where hapless executives presented natural targets for joss-stick scented attack.

That Huawei logo in fullAnd that, we thought, was an end to it - until now. Those innoculated against rebranding madness are invited to read chilling new evidence from Huawei Technologies of Shenzhen revealing that the lull was nothing more than a brief period of dormancy:

Huawei Technologies...has announced that its corporate logo will be changed effective May 8, 2006. Based on the original style of youthfulness and an enterprising spirit, the new logo reflects Huawei's principles of customer-focus, innovation, steady and sustainable growth, and harmony, conveying Huawei's sincere commitment to helping its customers realize network transformation and launch a variety of competitive services through continuous innovation and an enterprising spirit. With the introduction of the new visual identity, Huawei will develop more steadily in an international and professional direction, focus increasingly on customers, and grow in a healthy way by creating a harmonious business environment together with its customers, partners and peers.

Yes indeedy. Here's more about that terrific new logo:

The solution is clear: a cull of anyone on mainland China found to be carrying the H5N1 (High-fiving-I'm-number-one) whooping creative consultant virus before it brainstorms the country's business credibility into oblivion. We have made our dossier available to the authorities.* ®

Bootnote

*Not voluntarily, we should add. The powers that be asked Google and Yahoo! for our address and they immediately provided it, no questions asked - the grassing bastards.