Behind the Chin Logo

Our logo is derived from the ancient seal script – a style of calligraphy crafted with handmade tools reminiscent of the Qin Dynasty (221–207 BC).


Behind the Chin Logo

A tale of two cities, two individuals, two eras; connected by one vision of unity

Chin Communications’ logomark (秦) pays homage to two people by the same name: the company’s founder, Qin (pronounced “Chin”) Lushan, and Qin Shihuangdi – China’s first emperor. Emperor Qin Shihuangdi unified many conflicting states into one kingdom, and it is from here that the western name for China is derived. “Qin” was originally spelt “Ch’in”.

Inspired by this rich history, Chin Communications is driven by a passion to build bridges, make connections, and unify people.


A thousand years in the making

Our original logomark was taken from the work of famous Chinese calligrapher Yan Zhenqing, who scripted the mark during the Tang Dynasty (618–907 AD). It represents the positive aspects of Emperor Qin’s dynasty: innovation, self-belief, and advancement. Of particular significance is his influence on standardising currency and the construction of both the Terracotta Warriors and The Great Wall.

Wanting to give a modern lift to our brand that bore a 1,300-year-old logo, we approached design studio Design by Bird for a rebrand.

Modernising ancient history

Although Emperor Qin’s dynasty only lasted a brief 14 years, he’s one of the best-known emperors in China’s 3000-year-old history, mostly because of the Terracotta Warriors, constructed to guard the emperor’s tomb.

With a history as rich as our namesake’s, it only made sense to unpack which aspects of the past could be transformed into a new design for Chin Communications’ future.

Becoming future-ready

The inspiration for our logo was simple yet profound. When Emperor Qin standardised currency, each coin was inscribed with seal script – an ancient style of Chinese calligraphy. With this in mind, Design by Bird re-worked the logo, crafting stamps to create an authenticity reflective of the hand tools and craft of the time, and complementing it with modern typography.

The colour palette came about in a similar way. We adapted our primary red to a brighter, more modern tone, while borrowing the secondary and tertiary colours from the ancient Terracotta Warriors – the green and purple of the decoration, the grey of the dirt and clay.

All these components represent a unity of tradition, innovation, and strength that we’re very proud to carry with us throughout the years, and onwards.