JOLONG Machinery Industrial Co., Ltd. brand cover showcasing refreshed logo and new visual identity design by ValueSee Design.

JOLONG

JOLONG Machinery Industrial Co., Ltd., established in 1976, specializes in the production of a wide range of lubrication equipment and automotive repair tools. The company is committed to delivering high-quality products and has earned widespread recognition across industries. With over 40 years of development, JOLONG sought to refresh its outdated logo, visual identity system, and product color scheme to bring a new and modern energy to the brand. We observed that most automotive repair equipment in the market predominantly uses red as the main color. To stand out, we developed a new color scheme for JOLONG Machinery Industrial Co., Ltd. that emphasizes a distinct and differentiated style. The original logo appeared somewhat traditional and rigid, so we reinterpreted the gear element with a modern graphic approach. This updated design conveys a sense of innovation and reflects JOLONG’s dedication to R&D and professional quality.

DESIGN ITEMS

BRANDLOGOCOLORFONTVISUALSTATIONERY
PHOTOGRAPHYPOSTERCATALOGWEBSITE

Multiple logo design concepts for JOLONG Machinery Industrial Co., Ltd. by ValueSee Design
Finalized logo design for JOLONG Machinery Industrial Co., Ltd. by ValueSee Design

LOGO DESIGN

JOLONG Machinery Industrial Co., Ltd. specializes in the production of lubrication equipment. For the logo design, we focused on key conceptual elements such as “gears,” “lubrication,” “sustainability,” and “strength.” We explored how to creatively incorporate these ideas into the logo, and presented 16 different conceptual designs for the client to choose from. Our goal was to reflect JOLONG Machinery Industrial Co., Ltd.’s commitment to product professionalism and durability, while creating a unique and eye-catching corporate identity.

STANDARD COLOR DESIGN

We noticed that most automotive repair equipment on the market typically uses red as the primary color. Therefore, we decided to create a brand-new color scheme for JOLONG Machinery Industrial Co., Ltd. to highlight a distinctive style. In selecting the colors, we aimed for a sense of “stability” and “elegance,” choosing nine color tones with these qualities to be practically applied to the products. This allowed clients to genuinely experience the enhanced aesthetics from the new color scheme and helped the products stand out among the many red automotive tools. Ultimately, we selected Royal Blue (PANTONE 3005 C) and Chrome Yellow (PANTONE 128 C) as the unified standard colors for future product color schemes and the brand’s identification system.

Final standardized color swatch for JOLONG by ValueSee Design.
Finalized logo color scheme for JOLONG by ValueSee Design.

FONT DESIGN

After careful consideration, we finalized a logo and designed a custom hand-drawn bilingual font (Chinese and English) specifically for it. This unique typeface not only complements the logo perfectly, achieving optimal visual harmony, but we also established a unified typography guideline to set consistent standards for all future promotional materials and products.

Draft version of the custom hand-drawn bilingual font strokes for JOLONG by ValueSee Design.
Finalized custom bilingual font design for JOLONG by ValueSee Design.
Centered layout of JOLONG logo with Chinese font by ValueSee Design.
Centered layout of JOLONG logo with English font by ValueSee Design.
Centered logo layout with bilingual fonts for JOLONG by ValueSee Design.
JOLONG logo combined with custom Chinese font design by ValueSee Design.
JOLONG logo combined with custom English font design by ValueSee Design.
JOLONG logo paired with both custom Chinese and English fonts by ValueSee Design.

VISUAL DESIGN

We designed a creative graphic for JOLONG Machinery Industrial Co., Ltd.’s slogan, “We make the world smoother.” Through this design, we aimed to express how JOLONG’s contributions help make the world’s industrial operations run more smoothly. This graphic not only interprets the slogan but also vividly showcases JOLONG’s core values, adding more depth and meaning to the brand image.

STATIONERY DESIGN

Finally, we integrated the logo, standard colors, typography, and creative graphics into a unified identity system. This system will be applied across business cards, envelopes, packaging, posters, catalogs, and the website. The design aims to enhance JOLONG Machinery Industrial Co., Ltd.’s visibility in the market and improve brand consistency, allowing consumers to deeply feel the professionalism and uniqueness the brand represents. Through this unified identity system, JOLONG Machinery Industrial Co., Ltd. will showcase a stronger brand presence across various media platforms, making the company’s image more striking and influential.

Stationery set design for JOLONG Machinery Industrial Co., Ltd. by ValueSee Design.

PHOTOGRAPHY

Finally, the client carried out brand and product transformations based on the CIS system we designed. Subsequently, we conducted commercial photography for the new products. The photos from this shoot will be used in posters, catalogs, and the website, showcasing the company environment, product manufacturing, quality control, and product categories. To ensure a smooth photography process, we will undertake thorough planning and preparation beforehand, so that the photos and visuals effectively capture the key elements that need to be presented.

POSTER DESIGN

CATALOG DESIGN

In the catalog and website design, we place great emphasis on the planning phase, carefully considering how best to present the company’s environment, production processes, quality control, and product categories. Therefore, before starting the design, we first gathered relevant company information and thoughtfully planned the theme, copy, and photos for each page. After ensuring consensus with the client, we proceeded with copywriting, professional photography, and digital design. At the same time, we incorporated the CIS brand identity system into the design to firmly showcase JOLONG Machinery Industrial Co., Ltd.’s key content and professional values in both the catalog and website.

WEBSITE DESIGN

We incorporated photos, the logo, standard colors, typography, and creative graphics into the website design. These elements infuse JOLONG Machinery Industrial Co., Ltd.’s website with the brand’s unique style and character, showcasing the brand’s professionalism.