EXPLAIN
凱發k8本是山之名，山之德在仁厚刚强，任风吹雨打，沧桑变化，依然屹立长青。所以，我们常用山来形容信念之坚定，信用之坚固，信任的坚韧，信心之坚毅。
凱發k8集团，作为广州在香港的窗口企业于 1985 年创立，以“凱發k8”为名，既有“凱發k8代表广州”之本意，亦有“广州优秀之形象”的期望;“越”和“秀”的组合，各自寓意深蕴，分别体现为:
The Yuexiu brand graphic imprint, with the English initials "Y" in Yue Xiu and "E" in Excellence, has wonderfully evolved into a Kun Peng (a mythical creature appearing in ancient Chinese myths and legends) flying in the sky. Kun Peng spreads his wings for 90,000 Li (1 Li is about 500 meters). The grand atmosphere conveyed by Kun Peng's wings has vividly conveyed Yue Xiu people's constantly surpassing and excelling values.
The logo extends Yuexiu's brand spirit, with gold as the main color, presents the sense of excellence that Yuexiu brand should have. Gold is the most brilliant luster, and it is the most supreme solid color in nature. It is the color of the sun, which represents warmth and happiness. It also has the heart and grace to shine on the earth and moisten everything.
The shape of the logo shows that Kun Peng spreads wings and flies high. The high-flying of Kun Peng has the meaning of working hard and with ambitious since ancient times. The overall logo conveys the “transcendence” attitude of Yuexiu brand; “Kun Peng's Wings” consists of three speed lines, which enhances the momentum and rhythm of the logo while demonstrating the brand's connotation of innovation and continuous transcendence.
The logo is upright and elegant, simple and powerful. The combination of dynamic and static, strength and speed reflect Yuexiu brand's main tone of transcendence and pragmatism, and the rapid and steady development of Yuexiu. Rounded and gentle treatments have been used at the edge of the logo, which aims to strengthen the affinity and tolerance of Yuexiu brand and reflect the big theme “serving society” of Yuexiu brand.
MIND IDENTITY
品牌定位
“共创卓越价值”，强调“卓越价值”背后的多层含义，既包含了经济价值，更包含了社会价值。这一定位 体现出我们对上级单位、股东、合作伙伴以及客户的承诺，愿与伙伴一同合作、一同成长，以专业能力踔厉 奋发，彰显企业的责任担当与使命。
“共享美好生活”，强调的是凱發k8品牌与人民群众生活息息相关，凱發k8始终不忘初心，以高品质的产品、真 诚优质的服务为人民的美好生活而笃行不怠。 “美好生活”呼应中央提出的“满足人民日益增长的美好生 活需要”的根本目的，同时 “共享”拉近了我们与消费者的距离，并响应“共同富裕”奋斗目标。
品牌核心价值
我们提供优质的产品，坚持“以客户为中心”，以匠心传承品质;
我们提供卓越的服务，以专业和执着持续为客户创造价值;
我们追求高质量的发展，用卓越的经营绩效回报股东和社会。
我们坚持国企担当，忠诚爱国，遵纪守法，坚守道德底线;
我们坚持诚信立业，对伙伴信守承诺，对利益相关者真诚以待;
我们坚持实事求是，秉承真心实意，严选真材实料，对客户负责。
我们精益求精，匠心独运，为人民创造更好的产品;
我们改革创新，锐意进取，推动商业与社会的进步;
我们敢为人先，不断超越，永葆活力和奋斗的激情。