Labbrand, a leading China-originated global brand consultancy, engaged by MasterControl, has created a Chinese brand name and Chinese logo for the company’s brand launch into the market.
Over the years, MasterControl has rapidly expanded from a leading Quality Management System (QMS) vendor to a digital platform provider supporting connected solutions and services for managing quality and compliance across the product development lifecycle. In order to better communicate its brand story and mission in China, MasterControl and Labbrand collaborated to create the Chinese brand name 迈德康 [mài dé kāng] and designed a Chinese brand logo that leveraged key design elements and visual traits of the English logo while balancing the unique aesthetics of Chinese characters.
The Chinese name 迈德康 [mài dé kāng] echoes MasterControl’s continuing effort to bring high quality and connected solutions that help life sciences and regulated companies drive product excellence. The character 德 [dé] is often used to describe a person’s good virtue. This description could be further extended to a business with integrity, which is especially relevant for MasterControl’s commitment to providing quality software solutions for its customers that ultimately bring life-changing products to more people sooner. 迈 [mài] means ‘stride’ which reflects the company’s long-term devotion to quality and 康 [kāng] means well-being which highlights the company’s extensive experience in life sciences and other related industries. Overall the name 迈德康 [mài dé kāng] also carries a level of phonetic consistency with MasterControl.
MasterControl launched the Chinese brand name and logo through its Chinese website in August 2020. “As a global organization, we strive to ensure that our brand is both relevant and culturally accepted in different regions,” said Sara Bresee, EVP Marketing, MasterControl. “Labbrand has been a critical partner in developing a brand experience that communicates our commitment to customers and the quality products they develop to save lives.”
“We are thrilled to collaborate with MasterControl on this naming and design project,” said Ray Ju, Associate Director of Labbrand New York. “The final name stood out from about 300 different name options for its accurate reflection of the brand truth and culturally relevant meaning. We are very happy that our rigorous creation and selection process has helped us land on this excellent solution.”
Labbrand is the leading China-originated global brand consultancy with regional operations in APAC (Shanghai, Singapore), Europe (Paris), and North America (New York, Vancouver). We drive forward the positive power of branding. Leading brands on impactful journeys, we create meaningful brand experiences by bringing together excellence in research, strategy, design and verbal identity.
MasterControl Inc. is a leading provider of cloud-based quality and compliance software for life sciences and other regulated industries. Our mission is the same as that of our customers – to bring life-changing products to more people sooner. The MasterControl Platform helps organizations digitize, automate and connect quality and compliance processes across the regulated product development life cycle. Over 1,000 companies worldwide rely on MasterControl solutions to achieve new levels of operational excellence across product development, clinical trials, regulatory affairs, quality management, supply chain, manufacturing and postmarket surveillance.