Partners East

Identity
(Name & Symbol)

This was developed as a new identity for Kuwait-China Investment Company (KCIC). As KCIC does business throughout Asia, the company was concerned about the limitations of its name. KCIC also wanted to present a more sophisticated image to the Asian market.

The new identity had to indicate several points: the company is focused on investment in Asian countries exclusively; KCIC is committed to active involvement in its investments and sharing expertise amongst all involved parties; finally, the company wanted an indication of the centuries of trade which have occurred between Kuwait and Asia.

The name I suggested was Partners East. “Partners” says commitment. “East” is simple and straight to the point. It works as an adjective or an adverb. The name is easy to understand, even to those with limited understanding of English. The language most universally used thoughout Asia is English, and so English was suggested to simplify and avoid confusion.

The graphic indicates a wedge of the Earth which reaches from Kuwait to Asia. The shape also suggests the sail of a boat, harkening back to the traditions and trade of days past.