工商银行
专注缔造万亿金融王朝
关于
由于政策性原因，外汇业务在1994年之前都由中国银行所垄断，其中也包括外汇汇款业务。2003年4月28日 ，据汇发〔2003〕48号文件规定，中国工商银行、中国农业银行、中国建设银行被允许办理个人外汇汇款业务。此后外汇汇款业务逐渐放开。
For policy reasons, the foreign exchange business in 1994 by the Bank of China monopoly, including the foreign exchange remittance business. 2003 , , according to Hui Fa [ 2003 ] Industrial and Commercial Bank of China, Agricultural Bank of China, China Construction Bank were allowed to apply for personal foreign exchange remittance business. Since then, foreign exchange remittance business gradually liberalized.
需求
在政策开放的大背景中，中国工商银行获得一次巨大的商机，开拓国际汇款业务不仅可以带来丰厚的利润且有利于业务的拓展、市场的开发、品牌的国际化，这使中国工商银行决定打造一个高品质的国际汇款品牌，目标群体设定为华侨、留学生、个人因私（考察，旅游，就医等）等个人客户，以及一些企业客户。
In the larger context of the policy of opening up,ICBC obtain a huge business opportunity to explore the international remittance business can not only bring huge profits and business development, market development, international brand, which makes the Industrial and Commercial Bank of China decided to international remittances to build a high quality brand, the target group is set to overseas Chinese students, for personal travel (inspection, tourism, medical treatment, etc.) individual customers, as well as some corporate customers.
解决方案
通过双方深入探讨交流之后，先知展开了一系列基于缜密调查与研究的创意活动，包括品牌定位、品牌命名、品牌诠释语、VI设计、广告创意等，随后制定了多套品牌策划方案。被客户选中的方案以 “快捷”“国际化”为品牌定位，之后围绕此定位将产品命名为“全球快汇”，英文“Global Transfer”; Slogan为“汇通全球，畅达天下”，准确传达品牌内涵；形象整体色调以黑、红、灰为主，强调与工商银行VI的整体风格相统一。
Depth discussion of both sides after the exchange, Wevin launched a series based on careful investigation and research creative activities, including brand positioning, brand naming, brand language interpretation, VI design, advertising and creative, subsequently developed several sets of brand planning program. Selected by the client program to "fast", "international" brand positioning, product positioning, after around this named "QuanQiuKuaiHui"English "Global Transfer"; Slogan is "Land of the global, accessible world", accurately convey the brand connotation; LOGO overall tone of black, red, gray, emphasizing VI with ICBC's overall style unity.
