Building Culture: How to Choose a Corporate Identity Color

It begins with vision, mission, and original intent.
By defining these core values, we can distill from them the company’s identity color.

This color becomes a tangible part of the corporate "Dao."

Values may evolve, but within a given period, they should remain consistent.
Frequent changes in core values can destabilize the corporate identity and talent retention.

In Built to Last, researchers found that enduringly successful companies preserve a "core ideology"—separating timeless values and enduring purpose from ever-changing business tactics. Core values are the bedrock beliefs; the mission defines why the organization exists beyond profit. Alongside this core, such companies also articulate a vivid vision of the future—what they aim to achieve and create.

Take Alibaba as an example:
Few Chinese internet companies implement corporate values as thoroughly as Alibaba. Its "three views" permeate employees' lives and actions, forging a strong core ideology that has fueled Alibaba's rapid growth. The "Alibaba Iron Army" shares unified beliefs and will, translating into exceptional execution and competitiveness.

What distinguishes you is not what you believe, but how deeply you believe it.
— Built to Last

Orange is Alibaba’s identity color.
It symbolizes creativity, attraction, ambition, joy, positivity, balance, vibrancy, generosity, and energy—a warm, uplifting blend of red’s passion and yellow’s brightness, conveying health, vitality, and optimism.

Does this make every entrepreneur want to adopt orange?
Not necessarily. The right color depends on a company’s unique values and story.

Maxnegio’s identity color is "Qing"—a hue reminiscent of the sky.

"Qing" carries three shades, representing three stages of Maxnegio employees:

• Tender Green – Newcomers:
  Like lotus buds rising from water—fresh, vibrant, full of life and possibility.
  Refreshing yet subtle, sharp yet genuine.

• Pale Blue – Growing contributors:
  Where the sky meets freedom—expansive, precise, and wise.
  "Qing is drawn from blue, yet surpasses blue"—this phase bridges foundation and growth.

• Black – The bedrock:
  Deep as the ocean, embracing all colors—strong, grounded, and centered.
  Light emerges from darkness; the strongest currents run deep.

Together, "Qing" embodies life, vitality, limitless potential, breadth, rigor, wisdom, strength, pragmatism, and focus.

In the competitive landscape of commerce, e-commerce intensifies the race.
At Maxnegio, every day offers everyone the chance to create something extraordinary.

We have the palette. Do you have your story?
Share it with us, and Maxnegio will help you find the color frequency that truly reflects your enterprise.