A bilingual visual identity is something that we have been interested in exploring for some time, so when we were approached by NTree a few months ago, we were intrigued. 'NTree' had chosen their name partly because it sounds like 'Entry' but also because it includes the word 'tree', symbolising growth. Ntree provides a service educating European investors about China so cross communication is imperative. As their business provides a gateway of sorts into the Chinese market, we looked at ideas using a series of Chinese characters such as centre 中, gate 门 and tree 木 and thought about how we could combine them to create a mark that was also understandable in English.
NTree had a lot of interest in their initiative and needed to prepare their pitch decks and proposal to meet demand. This meant that timings were tight. The key for us was to ensure that we could help them get their visual identity up and running as fast as possible.
We developed several visual concepts and presented NTree with four different options. After some consideration, the ‘gate’ concept was deemed to be the favourite. The Chinese character for ‘gate’ doubles as a box which we developed into a branch-like framework for the logotype. The leaf references the ‘tree’ of NTree and suggests growth without being too naturalistic. We also created some branch-like icons to augment the visual identity for various applications.
The key to getting this identity right was to really understand how the identity could be perceived in both cultures and also as an abbreviated mark on social media and beyond.
'Overall the project was a super success. We’re really pleased with everything.'
Ashwin Tirodkar, COO, NTree