AutoBeta(AutoBeta.net)09/23 Report--

As we all know, the logo design of Beijing Automobile is based on the word "north". Because it looks like a pig's nose, it has been ridiculed as a "pig's nose" by many netizens, but this shape has become history. On September 20, Beijing Automobile Co., Ltd. (hereinafter referred to as "Beijing Automobile") issued a notice saying that the Beijing Automobile logo has been changed, effective from the date of this announcement.

Combined with the new and old logo of Beijing Automobile, compared with the old logo, the new logo has changed a lot, especially the flat design style, which is more in line with the current development trend of LOGO design. Specifically, the new logo removes the shape of "pig nostrils" designed with the word "north" and is replaced by a more flattened design style similar to the "BAIC" letter. In addition, the letter "BAIC MOTOR" under the Beijing car has also been cancelled, making the overall visual effect more concise and atmospheric. However, many netizens questioned: "Why is the new logo B and A missing" and "the new logo does not highlight the significance of LOGO"; some netizens think that this design style is a bit like BYD.

To a large extent, the brand logo represents the image of the brand, which can be said to be the facade responsibility and essence of the brand, so many brands make great efforts in the logo. The logo design of Beijing Automobile is based on the word "North" as the prototype, this design element runs through the history of its logo, although it has undergone several changes, but the "North" character as the starting point of the design has not changed. Judging from the new logo, this logo also adopts the flattened logo design style which is very popular nowadays. In recent years, more and more car companies have "flattened" LOGO, including multinational car companies such as Volkswagen, BMW, Nissan, Skoda, Kia, Peugeot, Citroen, Renault, GM, Audi, as well as independent brands such as Changan, Geely, BYD, FAW Pentium, etc. have updated their brand LOGO, and almost all of them have been "flattened". Now, flattening has become a major trend.

Generally speaking, a large part of the factor of updating the brand logo is to show the new brand image and transmit the brand value. In response to the change, Beijing Automobile said in an announcement that the new logo will be used in relevant company documents, including but not limited to interim and annual reports, announcements, circulars, notices, stocks and press releases. At the same time, Beijing Automobile said that changing the logo would not affect any rights of Beijing Automobile shareholders. All existing issued Beijing Automobile shares with the original logo will continue to be valid certificates of ownership of the relevant shares of Beijing Automobile and can continue to be effectively used for trading, settlement, registration and delivery purposes. Beijing Auto explained that Beijing Auto will not make any arrangements for the free replacement of existing Beijing Automobile shares with new logos.

It is understood that Beijing Automobile Co., Ltd. (hereinafter referred to as "Beijing Automobile") was established in September 2010, is the Beijing Automobile Group Co., Ltd. passenger vehicle resources aggregation and business development platform. As the core enterprise of Beijing Automobile Group, Beijing Automobile was listed on the main board of the Hong Kong Stock Exchange in December 2014. at present, its business covers passenger car research and development, manufacturing, sales and after-sales service, and passenger car business covers fuel vehicles and new energy models. Beijing brand, Beijing Mercedes-Benz, Beijing Hyundai, Fujian Mercedes-Benz four vehicle segments.

Among them, the Beijing brand is the Beijing automobile independent brand, the product covers the car SUV and the off-road vehicle fuel vehicle and the new energy model Beijing Automobile owns 51.0% of Beijing Mercedes-Benz, while Mercedes-Benz Group Co., Ltd. and its wholly-owned subsidiary Mercedes-Benz (China) Investment Co., Ltd. own another 49.0% of Beijing Mercedes-Benz. Beijing Automobile derives most of its income from Beijing Mercedes-Benz. According to statistics, Beijing Mercedes-Benz accounted for 73.42%, 87.04%, 89.14% and 88.45% of Beijing Automobile's total revenue from 2016 to 2019, and more than 90% from 2020 to 2022, 95.5%, 95.9% and 96.16%, respectively.

According to the latest financial report, in the first half of 2024, Beijing Automobile achieved revenue of 94.32 billion yuan, down 4.8% from the same period last year; gross profit was 18.686 billion yuan, down 9.1% from the same period last year; and gross profit of fuel vehicles fell 8.3% from the same period last year. In terms of sales, the retail sales of cars in Beijing in the first half of the year were 476000. In response to the decline in revenue, Beijing Automobile said: "it is mainly due to the reduction in revenue from fuel vehicles and new energy vehicles."

Finally, when we go back to the old and new signs, which one do we think is better, the new one or the old one? You are welcome to leave a message for discussion in the comments section.

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat