CNT Group | Brand Identity

Innovative Creation

Introduction

Established in 1981, CNT Group has undergone 41 years of development and gradually solidified its position in the market through numerous prestigious awards, such as Independence Medal, Labor Medals (First - Second - Third), Top 500 Best Profit Enterprises in Vietnam for 2021 - 2022, Top 500 Leading Enterprises during the period of 2007 - 2012, and many others.

With the aim of becoming a professional real estate developer, the group focuses on developing a self-sustaining ecosystem to create long-term value and foster innovation in every region associated with the CNT Group brand. Additionally, CNT Group is also implementing a brand identity change to align with its new brand foundation.

Approach

From a brand strategy perspective, we leverage the values, mission, vision,... that the brand influences to build an effective brand identity system.

Approach Details

Drawing inspiration from the aerial view of an urban landscape, where buildings, green areas, and community spaces blend harmoniously together.

Concept

For CNT Group, the concept of "Innovative Creation" emphasizes the importance of creativity, imagination, and pioneering thinking in the process of developing new and groundbreaking initiatives. It expands horizons, challenges conventional norms, and explores uncharted territories to achieve progress and create positive changes.

Outcome

The symbol is composed of three different geometric shapes representing the three main pillars of the brand's mission. These geometric shapes are cleverly arranged to form the letter 'C,' the first letter of the brand's name, using basic geometric language, providing stability due to its simplicity in form. The asymmetrically connected squares in the icon represent innovation and modernity. The curved lines formed by circles symbolize community bonding and harmony with the environment.

The wordmark inherits the simplicity and sleekness of the icon's clean lines, using a footless font style to create a more modern logo.

Brand Architecture

The brand architecture of CNT Group includes the following business units: CNT Land, CNT Investment, CNT Realty, CNT Management.

In this brand architecture, each business unit is clearly identified and represents a distinct area of operation within CNT Group. The structure allows for a clear and organized presentation of the various services and offerings provided by each unit while maintaining a strong connection to the overarching CNT Group brand.

Typography

The Bai Jamjuree font is the primary typeface of the brand, specially designed for optimal display and ease of readability, whether it's small-sized content paragraphs or large-sized headings. The letter strokes maintain absolute balance, with various variations in stroke thickness ranging from thin to bold, combined with italic lettering.

Graphic Device

The graphic element 'Dynamic Shape' is the key element that creates CNT Group's distinct design style. Its combination with other brand elements enables the creation of a flexible and diverse graphic system, ensuring effective communication of CNT Group's identity and visual messaging. The brand's graphic element system is derived from a core identification based on a grid structure depicting 2D perspectives of buildings from a top-down view. This system allows for a cohesive and versatile approach to visual communication, effectively conveying CNT Group's essence and brand identity.