Tireless Vietnamese Steps
Biti's Footwear Logo and Visual Identity Latest Refresh
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Curated By Brandcoat
Last updated on
August 28, 2024
Biti's
latest identity
Founded in 1982 in Saigon, Biti's has become a key player in Vietnam's shoe market. Over four decades, Biti's has grown from a small local operation into a globally recognized brand, celebrated for its high-quality products that resonate in both domestic and international markets. The company’s commitment to innovation and quality has enabled it to establish a vast distribution network within Vietnam and successfully export to over 40 countries worldwide. Yet, behind this global success lies a tale of humble beginnings and inspiring brand evolution.
Originally started as the Van Thanh Group by Mr. Vuu Khai Thanh and his wife in 1982, it was a small-scale workshop with merely 20 workers. Later, the company merged with Binh Tien Group in 1986, forming Binh Tien Rubber Works. The name "Biti's" derives from a shortened form of "Binh Tien Imex Corp, Pte., Ltd.," adopted in 1992 during a period of national renovation in Vietnam.
Biti's began using its wordmark logo around 1995-1996, moving away from the more complicated initial design. Over the last three decades, the logo has seen a few iterations with minor changes, evolving into the version we know today. Each iteration further carries forward the legacy of the brand and deepens its roots in Vietnamese culture.
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The design elements of the Biti's logo are symbolic and carefully chosen to convey specific meanings. The logo features a red dot, which is emblematic of the sun, suggesting brightness and endless energy. Surrounding this central element are two semi-circular shapes that resemble sails. These shapes symbolize adventure and exploration, reflecting Biti's ambitions to expand and explore new horizons beyond its origins. Additionally, these elements together form a visual that suggests dynamism and forward movement.
The incomplete 'S' in the logo and the half-circle designs further contribute to a sense of openness and ongoing progress, implying that Biti's is always moving forward and never fully complete, always striving for improvement and innovation.
Each element of the logo is designed to express the core values of the brand: energy, optimism, and a forward-thinking approach. This combination of symbols and design choices not only makes the logo visually striking but also deeply meaningful, encapsulating the brand's identity and aspirations.
In celebration of its 40th anniversary, Biti’s launched a series of innovative campaigns to reflect its deep connection to Vietnamese culture and history. Collaborating with Dentsu Creative Vietnam, Biti’s unveiled a multimedia campaign that engaged 40 local artists to visually narrate Vietnam's evolution over the decades, embodying the brand's journey and cultural impact. These campaigns, such as the “Canvas of Pride,” not only highlighted Vietnam's resilience and creativity but also positioned Biti’s as a symbol of national identity on the global stage
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