ICBC unveils new brand IPs to enhance cultural integration

The Industrial and Commercial Bank of China (Asia) (ICBC) has unveiled its new brand intellectual properties (IPs), "工小誠" and "工小連", designed to infuse innovative elements into its traditional financial services, as well as promoting the integration of finance and creative culture in Hong Kong. 

This follows ICBC's partnership with the Hong Kong Design Institute (HKDI) and the Hong Kong Institute of Information Technology (HKIIT) to hold a youth creative design competition, which was won by a design team consisting of one student from HKDI and one from HKIIT.

The design of "工小誠" is based on the giant panda, a symbol of Chinese culture known for its gentle nature and global appeal, representing "peace and unity". This aligns with the bank's strategy of being rooted in Hong Kong, connecting to the mainland, radiating to Asia-Pacific, and facing the globe.

As a protected species, the panda also symbolises ecological conservation, reflecting the bank's commitment to green finance and sustainable development. The incorporation of the Chinese knot into its tail design represents the bank's unified commitment to serving customers, in line with its core values of "integrity" and "stability".

Meanwhile, "工小連" is based on the culturally significant Chinese knot, presented in a cartoonish style. The interconnected knots symbolise the close relationship between the bank and its customers, presenting the bank's core value of being people-oriented, emphasising customer respect and trust.

The award-winning designs will be displayed at the "青年創意設計展" at HKDI starting 1 August, allowing the public to explore the innovative concepts behind "工小誠" and "工小連".

Jimmy Jim, managing executive officer, ICBC (Asia), said: “This competition, through cross-sector collaboration between universities and the financial industry, provides a platform for young designers, injecting youthful vitality into the financial sector and promoting the transmission of Chinese culture. '工小誠' and '工小連' combine traditional Chinese culture with a vibrant image, deepening our connection with young people and society, and setting an example for the collaboration between finance and culture. 

"ICBC (Asia) will continue to leverage financial power to drive high-quality social and economic development, helping Hong Kong become a globally recognised international financial centre and cultural exchange hub," Jim added.

Hui Yan Keung, principal of HKIIT, said: "By combining knowledge and skills in information technology, HKIIT students can transform abstract concepts into tangible mascots, enhancing their technical abilities while also strengthening their skills in creative design and practical application. HKIIT is committed to promoting interdisciplinary collaboration, and the award-winning works '工小誠' and '工小連' exemplify the synergistic innovation and diverse development opportunities between information technology and design disciplines."

Elita Lam, vice principal, HKDI, said: “This competition allowed young designers to transform the gentle and friendly nature of the giant panda and the auspicious beauty of the Chinese knot into an innovative narrative for a financial brand. It demonstrates that youth creativity and design are key forces driving the integration of ‘finance + culture’. Both designs not only showcase the design energy of Hong Kong's new generation but also reflect the mission of design education in cultural preservation and industry empowerment.”

MARKETING-INTERACTIVE has reached out to ICBC for more information.

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