Background
Economic Half Hour began broadcasting on September 1989. It is one of the earliest and the most influential economical program in China. It set the trend in terms of key economical events and its charismatic anchor, Mr. Ma Hongtao has gained significant credibility at home abroad for his dynamic and inquisitive interview style. Reports are well researched, providing different economical perspective with authoritative analysis and accurate information. The program is now a major reference for decision-makers of law-makers in the nation.

Challenges:  
CCTV was faced with a higher popular demand for their TV programs. Each program required to be more specialized and more dynamic. Each program needed to clearly differentiate by  a clear brand identity almost independent from CCTV\'s identity. Designing a TV program’s Visual Identity had to be entirely customized.

Solution
We catched our inspiration from three defining elements: economy, 1/2 and 30 minutes. The left side of the logo represent the capital letter “E” for “Economy”. The right side of the design represent the number “3”, indicating “30 minutes”. the white part in the middle forms the Chinese character “半”,which means “half” reminding the “￥” sign. We chose red and blue colors. Blue represents rigorous information, strict analysis, serious corporate management and a contemporary approach to information. The vigorous red is an expression of the dynamic program’s operating concept. Thehigh contrast composition satisfies the technical requirement for a logo display on screen. The straight forwardness define the leadership position of the program.

Effect
According to a CCTV report among all the 298 TV programs of CCTV, Economic Half Hour is listed among the top 10 in TV audiences most recognized brand. It was selected #1 among commercial and economical broadcast programs in China. It was elected 2nd best logo design at the 2004Golden Cup of China.