Dongfeng is a state-owned company from China that specializes in the production of commercial and consumer-grade vehicles. She is also engaged in manufacturing components for various brands of machines and maintains cooperation with many well-known brands. Among them are Renault, Peugeot-Citroën, Nissan, Honda, Yueda Kia, and some others. It has been in the market since 1969, is one of the Big Four Chinese car manufacturers, and is headquartered in Wuhan, Hubei Province. In addition, sometimes the brand is spelled Dong Feng (East Wind) or DMC (Dongfeng Motor Corporation).
Meaning and History
Until 1992, this company was called Second Automobile Works. It was opened in 1969 by order of Mao Zedong, the country’s leader. According to his decree, the enterprise became a key objective of the Third Front state strategic plan. It served to provide the region with the necessary transport equipment.
By 2001, the share of specialized machines produced by him was 73 percent. These were buses and minibusses, mini-trucks, and small commercial vehicles. Then the ratio changed, and by 2012 the brand produced over 70 percent of passenger cars.
This fact was preceded by deep economic reforms initiated by Deng Xiaoping. In a few years (from 1978 to 1985), Dongfeng has grown from a small manufacturer of two models of heavy equipment to the largest factory with single management. During the reorganization, it was joined by six divisions and several other firms that were previously under the leadership of the local authorities. Gradually, the company got out of direct government control, gaining autonomy and extended administrative rights.
In the mid-1980s, the company tripled its assets. But in 1995, he began to have financial problems, which worsened by 1998. After that, it was restructured, completely ending the imposition of government agencies’ methods and volumes of production. In the early 2000s, cooperation with foreign car manufacturers began. But the debut partnership took place much earlier – in 1992. Then the predecessor of the Sino-French group DPCA (Dongfeng Peugeot-Citroën Automobile) appeared.
Despite the stormy activity and the constant change of legal status, the company has remained faithful to its symbolism. She never changed or even corrected the emblem. Therefore, now its logo looks the same as half a century ago. Therefore, Dongfeng is considered a brand that does not like to experiment with identity and strictly adheres to the chosen direction.
The automobile company got its mark of visual identity in the 60s of the last century. It is used in two forms: with an inscription and without it. Moreover, both options are equivalent. The graphic icon consists of three elements: two pointed arcs and a solid ring. All details are made in deep red and are located on a white background, which becomes transparent when placed on the hood, making the label very effective.
The composition resembles two shurikens with pointed tops and side-projecting blades. They also look like the letters “V” with legs of different heights. The contours are uneven – arched, so wide strokes rise upward like tongues of flame. In turn, the “fire” has a swirl, which forms not a funnel in the center, but a vertical oval with narrowed ends. This adds dynamism and energy to the logo.
Font and Colors of the Emblem
Although the icon does not have a font, it is often supplemented with text, which, according to corporate requirements, can be placed on the right or at the bottom. In this case, the company name can be carried out with a typeface reminiscent of Hyperspace Race Expanded Heavy or Future Tense Regular with softened lines.
Signature colors of a car brand are a win-win: they always attract attention. It is a combination of red and white. All elements of the logo are colored first, the background on which they are located second.