The Haomei Group is a leading Chinese producer of large-format aluminium profiles for different industries. The new brand design for Haomei focuses on the beauty, intelligence, and dynamics of technology. The lettering was developed analogously to the system-oriented design language of the aluminium processing industry on the basis of a simple design grid. On this basis, a complete alphabet and the corresponding Chinese characters were developed. The resulting logo can communicate much more than just the brand. The sign system for Haomei creates new possibilities of communication in a recognizable and independent form language.