China Banknote Printing and Minting Corp (CBPM) unveiled its new corporate identity system in Beijing, August 4, 2010.
"We are seeking to promote the company's image and expand its global influence," said Ao Huicheng, CBPM board chairman.
The system, which includes a new logo, new values and behavior regulations, indicates the company has become culturally and environmentally sensitive, Ao noted.
He added that a business's logo and beliefs reflect its pursuits.
"We are now fostering a people-centered corporate culture and emphasizing core values in a bid to inspire our staff and help them strive for success," Ao said.
"But it is a long-term process. It requires balancing tradition and modernity."
The coin making process can be traced back thousands of years, though modern Chinese mints began production approximately a century ago.
"Currency is closely related to social development," Ao said.
In ancient times, stamps were used in lieu of coins. As a result, CBPM dubbed its new identity system "stamp culture."
"The name highlights our commitment to our nation's credit," the chairman said.
The company's core values are duty, innovation and effectiveness.
"Duty reflects our staff's professionalism and ethics. And innovation is key to our competitiveness," Ao explained.
CBPM will release a new five-year plan in 2011, to which Ao hopes the CIS launch can be of assistance.
"Our long-term goal is to build our company into a first-class group. We want to do our best when it comes to technological research, product lineup, management, and brand building."
The new corporate values are expected to improve staff behavior and encourage workers to grow with the company, Ao said.
As the country's only currency maker, the company focuses heavily on research and development (R&D). Most of its technologies are directed towards detecting and preventing production of counterfeit currencies.
"To be a leader in anti-counterfeit technology, we need to make our products easily identifiable and more difficult to counterfeit," Ao said.
"Through extensive cultural exchange and international cooperation, we wish to gain worldwide recognition and establish faith in China's currency making industry."
And as Ao notes, his company has already embarked on an international path. China's currency is now circulating beyond the mainland.
