Building a brand is all about turning the tangible into the intangible products into feelings, if you like. This is what BenQ wanted to do with its brand, and this heavily influenced the development of its new visual identity. As a starting point, it was decided that the butterfly was most suitable to express BenQ`s transformation, organic growth, and personality. Butterflies were seen by BenQ and its designers as approachable and a pure form of enjoyment. Butterflies are normally brilliantly colored and have a distinctive originality. The changeable wing patterns of butterflies were the starting point for the visual identity design.
While Acer was associated with the color green, BenQ decided to move away from this to purple. Purple was chosen as it represented a combination of red and blue, demonstrating the harmony that BenQ wanted to express. Staff uniforms were changed and a purple butterfly became the company`s symbol. The transformational aspects of a butterfly represent BenQ`s transformation from a manufacturer to a brand vendor.
At first the butterfly was emerging from its cocoon, but this was relaunched with new butterfly wing patterns instead. The individualistic wings were adapted to suit packaging, display boards, carrying cases, paper cups, cartons, and so on, and different image and color combinations used for different markets, such as male and female consumer segments. What BenQ is pursuing with its visual identity is an organic format, a departure from the norm in most industries, including technology, where visual identity is set in stone and precisely policed.
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