Founder Story 06｜The Values Behind the Logo

Before designing the company logo, I assumed the task was largely visual: choosing a symbol and typeface, then making the brand look clear and professional.

Once the process began, I realised that the first step was to define the company's identity and principles. Visual choices needed a clear understanding of what we wanted to express.

Principles Before Shapes

My brief to the designer set out several priorities.

First, the letter “A”, representing Annie, had to remain. I wanted the business to have an identifiable founder, and I was willing to put my name behind its decisions and work.

Second, the design needed to work in both Chinese and German cultural settings. I favoured a simple, restrained and recognisable form that did not depend too heavily on a single cultural reference.

Third, trust, insight and connection should be reflected in the structure. These values are closely linked to my work and deserved a place in the brand's visual expression.

Finally, the overall design should convey upward movement: growth with a clear direction, grounded in real value. Annie Red would be the primary colour, supported by white and grey.

Giving Values a Structure

The finished logo brings these ideas together.

The letter “A” represents my name and the identity and responsibility of the founder. Three upward curves symbolise the dynamic relationship between trust, insight and connection. The arch at the base evokes a bridge linking China and Germany.

Together, these elements express what I want to build: a company that creates opportunities for lasting growth through understanding and connection, with a clear sense of direction.

These are the meanings we have given the design. They also provide a shared reference for how the brand is used.

Making the Commitment Visible in Practice

The process showed me how closely brand design is connected to a founder's choices.

Defining principles, making decisions and taking responsibility for the result all require judgement. That responsibility continues after the design is finished.

Whether trust develops, insight proves useful and connections create practical value must be demonstrated through our work.

For me, the logo records the company's starting point and serves as a continuing reminder to honour the commitments it expresses.