富朗成投资
诚信卓越，精品永恒
项目背景：
富朗成投资有限公司是业内知名的企业，注册资本1000万元，是一家以房地产开发、投资管理、项目管理、经济信息咨询、物业管理、家居装饰、施工总承包、专业承包、销售自行开发的商品房、建筑材料、装饰材料、机械设备、设备租赁为主业的有限责任公司。公司成立以来先后在北京、河北等地参与开发了多个楼盘，开发面积达到60多万平方米，取得了良好的社会效益和经济效益。为了适应市场经济发展的需要，积极探索房地产发展的新思路，拓宽经营领域，富朗成邀请先知为其提供全新的命名策划和品牌塑建规划。
Background of the project:
Fu Lang Cheng Investment Co. Ltd. is well-known in the industry. Its registered capital is 10 million yuan. It’s a limited liability company runs real estate development, investment management, project management, economic information consulting, property management, home furnishing decoration, construction general contracting, professional contract, sale self developed commercial housing, building materials, decoration materials, mechanical equipment and equipment leasing. The company has participated in a number of development projects in Beijing, Hebei and other places. The development area reached about 600 thousand square meters and they got good social and economic benefits. In order to meet the needs of the development of the market economy, to actively explore new ideas for real estate development, to expand the business scope, Fu Lang Cheng invite Wevin to provide a new naming scheme and brand construction plan.
面临挑战：
作为国民经济的先导产业,房地产业具有拉动国内需求促进经济增长的重要作用。据估计,“九五”到2010年期间我国房地产业将以平均每年20%左右的速度增长,年平均投资将达4000亿元以上。这样巨大的投资需求必然形成庞大的融资需求,也必然造成巨大的资金缺口,因此必须采取多种方式积极地利用外部资金。在投资主体多元化和我国投资基金逐步规范发展的情况下,投资公司在市场上的作用愈加明显。
本次命名要体现公司的资本实力，体现鲜明的行业特征，同时具有竞争区隔功能，同时要求大气、有现代感，这对本次命名来说，是一次极大的挑战。
Facing the challenge:
As the leading industry of the national economy, the real estate played an important role in stimulating domestic demand and promote economic growth. It is estimated that during the period from the Ninth Five-Year Plan to 2010, China's real estate industry will grow by an average annual rate of 20%, the average annual investment will reach more than 400 billion yuan. Such a huge investment demand will inevitably become a huge financing needs. It’s bound to create a huge funding gap, so we must take a variety of ways to actively use these external funds. In the situation of diversified of investment and the developent of investment fund in our country gradually standardized, the function of investment companies in the market become more evident.
The naming should reflect the company's capital strength, embodies the distinctive characteristics of the industry, also it should have a competitive segment function, as well as a high-end atmosphere and a modern sense. The naming of this time is a great challenge.
解决方案：
先知在接手方案后，立即组织团队进行了周密的市场调研，同时结合自己丰富的投资命名经验，确定了“富朗成”这个名字。“富朗成”这一名字彰显大气，寓意企业拥有一个明朗的未来，成就远大。富朗成具有明显的行业属性，同时发音朗朗上口，加上直接、美好的寓意，容易引发受众群体的积极联想，便于品牌的口碑宣传。
LOGO设计根据“富朗成”这一名字设计成圆形方孔钱的形象，应用夸张变形的形式，将中间的方孔变形、放大，形成了一个漂亮的星星形状，和“朗”字寓意明亮遥相呼应；金色为主色的LOGO图形和字体设计，更是寓意着企业未来更好的发展和前途。
The solution:
Wevin group immediately organized the team to carry out a thorough market research. We combined with our rich investment naming experience and determined the name "Fu Lang Cheng". This name highlights the high-end atmosphere. It implies the enterprise has a bright future and its achievement is limitless. The name "Fu Lang Cheng" has a strong industry attribute, at the same time its pronunciation is catchy. Plus with its direct, good moral, it will induce customers positive associations easily and it’s good for the brand reputation propaganda.
LOGO design is a round coin with a square hole based on the name. We use an exaggerated form to amplify the square hole in the center of the coin and formed a beautiful star shape. This image is matched the word "Lang" word, which means bright as stars. The gold main color of LOGO graphics and font design implies the enterprise has a better development and prospect in the future.
