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Trung Nguyên Legend new logo and identity X in-house
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The mystical success coffee

Trung Nguyên Legend new logo and identity X in-house

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Last updated on
June 11, 2023

Trung Nguyen Legend was founded in 1996 and has since developed a one-of-a-kind coffee ecosystem that includes the whole coffee industry value chain in an effort to raise coffee's cultural and artistic value. With a philosophy of the desire to make a difference in the coffee world, Mr. Dang Le Nguyen Vu, the founder of Trung Nguyen Group After 20 years of establishment and growth, this big coffee company in Vietnam got a new logo in 2016. This was the start of a new era of growth.

Trung Nguyên Legend group logo
Trung Nguyên Legend group logo

Symbols for the sun, moon, and heart are aligned in a circular formation, just like the sun's rays, to represent order and balance and the rules of harmonious human emotion. The balance of the universe is represented by the sun and moon, while the heart represents Mind and Goodness. Mr. Dang Le Nguyen Vu, head of Trung Nguyen Group, expresses his vision for the future of Trung Nguyen coffee through the design of this logo.

The Trung Nguyên Legend logo is shown on the glass.

Trung Nguyen coffee's image is related with Dang Le Nguyen Vu's personal brand. Those interested can recognize such brand president's passion. Community relations and media help this company win over Vietnamese consumers. Trung Nguyen coffee is served on every Vietnam Airlines aircraft, exported to more than 60 countries, and used at significant events like ASEAN and Miss Earth.

Trung Nguyen Coffee Group Founder Dang Le Nguyen Vu
Trung Nguyen Coffee Group Founder Dang Le Nguyen Vu

It took Trung Nguyen Legend more than a decade to win over Chinese coffee lovers, but they've succeeded. 800 million cups of Chinese Legend coffee have been sold in China by 2022, and on average, for every 18 cups of coffee sold across China, there is 1 cup of coffee from Trung Nguyên's brands in China. On September 21, 2022, Legend Trung Nguyen Group officially opens the first Legend Trung Nguyen Coffee World space on the international market in Shanghai, China. That's why the first Chinese Legend Coffee World in Shanghai is a cultural coffee space, an art coffee, where the essence of three distinctive world coffee civilizations converge.

Trung Nguyen Legend new branch in China
Trung Nguyen Legend new branch in China

With the opening of a new branch in China, we at brandcoat noticed the appearance of new uniforms, icons, patterns, and spacec design. The window pattern, which includes elements from the logo such as the sun, heart, and moon, as well as the new icons of global coffee types that they offer to customers, is our favorite.

Brand name
Trung Nguyên Legend
Coffee Shop Franchise
Cafes & Bistros
Founded year
Vietnam Market Entry
Origin country
Project context
Release date
August 2016
Signature color
Trung Nguyên Legend
latest visual identity

Related links

Trung Nguyên Legend


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