Haosen Fintech: A New Identity for a Hong Kong-Listed Financial Company After Its Renaming

A new name, the same company

In 2023, when Hong Kong-listed Wealthy Way Group was renamed Haosen Fintech Group, Xinming Design created the brand identity for the new name. The name itself was chosen by the client. The new logo forms the letter "H" from two interlocking rhombi and a line running through them, set inside a rounded square with a green-to-blue gradient: the blue is carried over from the parent company, Wealthy Way, and the green represents green finance. Beyond the logo, Xinming Design turned each of Haosen's five core values (integrity, pragmatism, passion, innovation and shared success) into its own supporting graphic, and built a visual identity system covering office, marketing, the website and physical spaces.

A renaming is a chance to be seen again

Haosen Fintech Group Limited listed on the Main Board of the Stock Exchange of Hong Kong in July 2017 as Wealthy Way Group Limited (stock code 3848). In June 2023 its annual general meeting approved the change of name, and from 1 September 2023 its stock short name became HAOSEN FINTECH. According to company announcements, its main operating entities are in Shenzhen, and its businesses include financial leasing, commercial factoring, micro-lending and loan facilitation, and securities dealing and brokerage.

For a listed financial company, a renaming has to send investors, regulators, partners and borrowers the same signal: the direction has changed, but credit and operations continue.

The previous "Haosen Finance" logo was built around a serif letter "H" crossed by an orange ribbon, in navy and orange, a style close to a traditional financial institution. Once "Fintech" became part of the name, that identity had three problems:

· A mismatch with the new name: an ornamental ribbon and serif type could not carry the word "technology".

· Weak in digital settings: a detailed logo lost recognisability as an app icon, on web pages and at small sizes.

· No system: there was no unified standard covering office, marketing and physical spaces.

First, decide what Haosen has to say

The proposal did not start with shapes. It started with Haosen's own corporate culture:

· Vision: to be a respected, outstanding financial company.

· Mission: to be a partner in customers' growth and provide valuable financial support.

· Core values: integrity, pragmatism, passion, innovation and shared success.

· Corporate spirit: hold to integrity, focus on performance, embrace change and innovation.

On that basis, the proposal positioned Haosen from three angles:

· The customer's view: personalised, professional, flexible and efficient financing for clients with different funding needs;

· The competitive view: a differentiated position built on forward-looking technology, professional service, flexibility and efficiency;

· Haosen's own view: steady, sustainable growth built on rigorous risk control, data analysis and a professional team.

The brand character was distilled into five phrases: digital finance, led by technology, professional support, energy and passion, warmth and care.

These judgments were then compressed into four pairs of image keywords, each with a picture:

· Deep cultivation and service: the splash of a falling drop of water;

· Technology and big data: a human figure made of points of light;

· Steadiness and leadership: a city skyline at night;

· Finance and bridges: a bridge spanning the sea.

These four pairs correspond to the four layers of meaning later given to the logo.

One H, four meanings

The logo is made of two interlocking rhombi and a straight line running through them, which together form the letter "H":

· Pillars and support: the two rhombi stand like trees in a forest, representing solid pillars and support for clients, and expressing the cultural ideas of steadiness and service. They can also be read as an echo of the character 森 ("forest") in the name.

· A financial bridge: the line runs through both rhombi like a bridge connecting Haosen with its users, expressing the essence of finance, the flow of capital. Only when the line runs through does the H appear.

· Growth and development: the rising direction of the rhombi stands for continuous growth, for looking ahead and leading.

· Technology and big data: the geometric rhombi point to data and financial technology.

According to the proposal's logo rationale, the mark brings four keywords, 浩 (vast), 森 (forest), finance and technology, into one figure. Its rounded-square frame works directly as an app icon or social media avatar.

The Chinese name 浩森金融科技 and the English HAOSEN FINTECH are set in a geometric sans-serif that matches the logo's geometry.

Moving from a serif H to a geometric H changes more than the typeface. The old logo drew its authority from ornament, the serifs and the ribbon. The new one draws it from structure: pillars, a bridge and an upward direction. For a financial company putting "technology" into its name, it is a shift from looking like a bank to looking like a system.

Five values, five supporting graphics

The brand house set three requirements for the supporting graphics: they should come from the logo's DNA, express Haosen's core values, and be extendable. The proposal therefore designed one graphic for each of the five core values, all developed from the rhombus and line in the logo:

· Integrity: two rhombi side by side on a horizontal line, closest to the structure of the logo itself;

· Pragmatism and reliability: two rhombi strung on a vertical line, like an axis standing firm;

· Passion and trustworthiness: rounded parallelograms rising at an angle in a green-to-blue gradient, like upward momentum;

· Innovation and courage: rhombi tessellated into a layered pattern, standing for many kinds of innovation combining;

· Shared success: interlocking geometric units on a dark ground, expressing openness and inclusion.

Most companies' values stay as a sentence on a wall. Each of Haosen's five values now has a shape that can be seen and used. The graphics employees meet on business cards, brochures, posters and web pages can be read as the company's commitments to itself.

Blue from Wealthy Way, green towards fintech

The palette centres on a green-to-blue gradient running from Grass Green (#8DC556) to Sky Blue (#00AFEC), with Blue (#0068B7) and Dark Blue (#1F2C5C) as steady grounds, plus black and white.

The proposal's colour rationale is clear. The blue comes from the parent company, Wealthy Way, carrying on its culture and standing for steady progress and prudent decisions. The green brings in the idea of green finance and responsibility for sustainable development. The gradient between them expresses the move from traditional finance to financial technology.

These are colours in which continuity and change hold at the same time. For a newly renamed listed company, the biggest risk is that the outside world thinks it is a different company. Keeping Wealthy Way's blue leaves a visible thread of continuity inside the new name.

Deliverables and extensions

Logo design

· New logo with logo and colour rationale

· Chinese and English wordmarks and lockup rules, with versions for dark, light and gradient backgrounds

Visual identity system

· Core system: logo, brand colours and gradient, typefaces

· Supporting graphics: five graphics for integrity, pragmatism, passion, innovation and shared success

· Business icons: a set of icons for financial services

· Office applications: letterhead, envelopes, business cards, document pouches, tote bags, brochures, pins, paper cups

· Digital and spatial applications: website homepage look, posters and outdoor advertising, building signage

The office, advertising, website and building images on this page are application mock-ups.

Looking back after the renaming

Three points are worth taking from this project:

1. Change and continuity both have to be visible. What changed was structure and character, from an ornamental serif mark to a geometric fintech identity. What stayed was the parent company's blue.

2. Let the characters in the name speak. 森 became rhombi standing like trees and finance became a bridge; the name needs no extra explanation because the shape tells it.

3. Turn values into graphics people can use. Five values, five supporting graphics: corporate culture moves from a slogan to a visual language employees meet every day.

What a listed company really has to design when it renames itself is not a new logo. It is an identity that lets everyone see "it's the same company, but it has changed".

How to verify

· Client: Haosen Fintech Group Limited, HKEX Main Board 3848, formerly Wealthy Way Group Limited

· Renaming announcement: HKEXnews (www.hkexnews.hk), "Change of Company Name and Stock Short Name", 28 August 2023

· Client website: www.haosenfintech.com

· This case page: www.xinming.sg/portfolio/3015.html

Further reading

· Xianlin SciCity Group: a brand identity for a science city that keeps growing (also a brand built after a renaming, www.xinming.sg/portfolio/3480.html)

· Cmsemicon: refining the identity of a chip designer before its IPO (www.xinming.sg/portfolio/3016.html)

· Many Idea Cloud: a new identity built on connection and flow for a marketing technology company (www.xinming.sg/portfolio/3272.html)

FAQ

Who designed Haosen Fintech's logo?

Haosen Fintech's logo was designed by Xinming Design in 2023, when Wealthy Way Group was renamed Haosen Fintech Group.

Are Haosen Fintech and Wealthy Way Group the same company?

Yes. Wealthy Way Group Limited was renamed Haosen Fintech Group Limited in 2023; its stock code, 3848, did not change.

Did Xinming Design create the name "Haosen Fintech"?

No. The name was chosen by the client; Xinming Design designed the brand identity for it.

What does the Haosen Fintech logo mean?

Two interlocking rhombi stand like trees in a forest, representing solid pillars and support for clients; a line running through them represents a financial bridge connecting Haosen with its users. Together they form the letter "H". The rising direction suggests growth, and the geometry points to data and technology.

What are Haosen Fintech's brand colours?

A green-to-blue gradient from Grass Green (#8DC556) to Sky Blue (#00AFEC), with Blue (#0068B7) and Dark Blue (#1F2C5C) as grounds. The blue is carried over from the parent company, Wealthy Way, and the green represents green finance.

Which companies can learn from this case?

Listed companies and financial institutions going through a rename or a change of direction, companies whose identity still reflects a traditional financial style and needs to move towards fintech, and companies that want to turn their values into a usable visual language.

Xinming Design is a brand systems design firm. Its work centres on systematic judgment, turning brand strategy into structures that can run and be inherited. www.xinming.sg