Brilliance is a Chinese brand of passenger cars, vans, and parts manufacturer, whose full name is Brilliance China Automotive Holdings Limited. It is also known as Brilliance Auto or Brilliance China. The founders of the company are the PRC government and tycoon Yang Rong. It was established in 1992 and is now located in Shenyang City, Liaoning Province. It owns the right to distribute BMW vehicles on the mainland of China. In addition, the company owns a controlling stake in the Renault Brilliance Jinbei division; therefore, it jointly produces Renault, Huasong, Jinbei passenger cars, and commercial vehicles.
Meaning and History
In the summer of 1992, Brilliance China Auto was registered with Bermuda. A little later, but it entered the Hong Kong Companies Registry as a foreign company in the same year. And five years later, the British colony received the status of a special administrative region of China. So the company officially became Chinese. At first, she owned a forty percent stake in Shenyang Jinbei Coach Manufacturing. Then she increased her stake to a controlling stake.
Later, the parent corporation acquired the right to another listed company, which is also included in its structure, having received the opportunity to dealer distribution of products. Now Brilliance China Auto sells passenger cars of the same name, being one of the largest automobile manufacturers in China. Throughout its history, the company has changed its logo only once.
1992 – 2002
The debut emblem is made in a laconic style. It has nothing but text on it. The inscriptions are arranged in two lines and are separated by a thin line of silver color, which is almost invisible against a light background.
The top row consists of the English company name Brilliance Auto. The letters are classic, printed, smooth, with serifs. They are tiny, so they are not striking. As the base typeface, the choice is made as close as possible to Times New Roman. The characters are located close to each other but do not merge, despite the minimal inter-letter space. The first “B” coincides in height with both “l,” as well as with “A” and “t.” At the same level, there are dots above the “i.” The color of the top text is burgundy.
The bottom line is occupied by hieroglyphs – an incomplete company name in Chinese. They are strict, even, with calligraphic touches. The inscription is gray and consists of four written characters.
2002 – today
After the redesign, the car manufacturer has an updated logo without Chinese characters. But a reminder of them is encrypted in the icon, which the authors have added with an inscription in English. In shape, the silver badge looks like a steering wheel, and in its internal structure, it looks like a hieroglyph, composed of three vertical and two horizontal strokes. It is voluminous, with a 3D effect, light highlights, and a gradient that turns into a dark graphite color. Under the graphic part is the brand name, abbreviated to one word – “Brilliance.” It has the original spelling – with a serif on the top of the “B” and the letter “A,” which has no crossbar. The designers did not change the color of the logo.
At first, the company was distributing cars in China, so it used a logo with hieroglyphs to gain recognition among the local population. Then she began to actively advance to the foreign market – first to the European and then to the American. During this period, the brand acquired a completely English-language logo.
Font and Colors of the Emblem
In the debut emblem, the font is soft, streamlined, rounded. It is as close as possible to the Bodoni Recut FS DemiBold Condensed. The typeface is more strict, geometric, and even reminiscent of Republica Minor 2.0 Regular with some copyright changes in the second logo.
The corporate palette has always been stable. It includes the color of Marsala and several shades of gray with a metallic effect: silver, graphite, chrome.