Brief Explanation

We needed to create an easily identifiable identity that was unique in the industry, an evolution from the old identity so as not to overly confuse current users of the site, and communicated the essence of the new positioning. The biggest challenge was the limitations of designing for the internet. Specifially the need for scalability, clarity and simplicity.

The Brief

China's leading social network site for university students, Xiaonei.com (meaning ON CAMPUS) changed its name to Renren.com (meaning EVERYONE) in order to appeal to a broader market, and attract young professionals that have yet to register on the site. Our brief was to create a new brand identity that communicated Renren's new positioning of being a social network site for everyone.

How the final design was conceived

Renren’s vision to create an emotional connection between people guided the design. We used two overlapping circles to represent the intersecting social circles people have with one another. Within each circle is the Chinese character for PERSON;, but when placed side by side, the two characters combine to mean EVERYONE. Thus portraying both an individual's social connection, as well as communicating a social network for everyone. Finally, we placed a red “heart” at the intersection of the circles to represent the emotional bond people form.

Indication of how successful the outcome was in the market

The new brand logo was launched with an integrated campaign that attracted 20 million new users to the site-- representing a 67% increase in monthly new subscribers. (Source: Oak Pacific Integrated) Research on the new brand found that brand preference increased 70%, with 61% surveyed stating they would recommend Renren.com to their friends and colleagues. (Source: Starcom Media) Qualitative findings from the launch found the brand: Warm, Fun, Popular, A place where people can express themselves, and Keep Connected with Friends. (Source: Starcom Media)