Sinya Digital Brand Identity

Sinya, one of Taiwan’s largest computer component distribution companies, has accumulated a large market share and product development capability since 1989. The brand has secured rights to operate flagship stores for Sony and Apple. With the upcoming expansion into esports and an IPO, we have conducted rebranding and created a new brand identity.
To provide a comprehensive brand identity that could match Sonya’s distinct characteristics and influence, we established a brand positioning and core message during strategy phase. “God, let us build you a supercomputer” convey the image of a computer palace that cater to every request. In terms of communication tone, buzzwords are used to inject vitality into the brand. The series of systematic strategic planning aims to strengthen Sinya’s core value and framework, ensuring brand consistency in the market.
The new identity centres on the concept of “God, let us build you a supercomputer,” uses the homophonic play on the brand name Sinya, suggesting promises reassurance and transcendence. By featuring a number of different elements like computer, divinity, gaming and lighting, it weaves Hermes – the god of merchant and commerce from Greek mythology – throughout the visual imagery. The typography is based on a powerful sci-fi style. The thicker font has a sense of weight, and the flatness gives the viewer a professional and trustworthy feeling.
Sinya’s new colour palette features neon green tones that convey e-sports, sci-fi and trendiness. When combined with black, which convey calm and restrained. The palette presents a young, energetic and professional brand image.