Kuaishou is a prominent Chinese short video-sharing platform that was founded in 2011. The platform or app has undergone significant transformations, which are limited not just to its functionality and user base but also to its branding, particularly its logo. The article delves into the evolution of the Kuaishou logo to get insights into the brand’s identity. Besides, it also seeks to understand the brand’s strategic positioning in the competitive landscape of social media.
The Genesis of the Kuaishou / Kwai Logo Design (2011) (Unavailable)
Since Kuaishou was launched as an app to create GIFs, the original logo was simple and basic. It had a retro-inspired GIF icon. However, the logo is not available.
(2014 – Present)
As the app changed from being a platform to create GIFs to the one that creates short videos, there was a need to change the logo. It resembled an emblem and a wordmark. The emblem featured a camera or a film reel to represent the app’s video-centric function. And below the reel image was shown a left-facing stylised camera design.
The colour palette used was bright orange for the emblem to symbolise energy and youth and to emphasise simplicity and vibrancy. Alongside the emblem appeared the brand name “Kuaishou” in grey colour and in a title case. Besides, the wordmark was rendered using a modern and bold sans-serif typeface.
(2017 – Present)
In 2017, Kuaishou expanded outside the shores of China under the brand name “Kwai.” The logo is similar to the Kuaishou logo with a few differences. The emblem featured the image of a thick film roll and a distinct video camera in orange placed against a white background. On the right side of the emblem is the wordmark “Kwai,” executed in a title case and rendered in an orange colour palette.
Symbolism Behind the Logo
The Kuaishou logo is more than just aesthetic; it embodies the platform’s mission to connect people through creative expression. The dynamic elements of the logo symbolise the fast-paced nature of content creation and consumption in today’s digital age. Additionally, the colour choices of orange and grey are intentional. For instance, orange has been chosen to evoke feelings of enthusiasm, while grey has been chosen to maintain a grounded approach.
The Elements of the Kuaishou Logo
Font
The font used in the Kuaishou logo is modern and bold sans-serif. It is designed to enhance readability while also appealing to a youthful audience. It features clean lines and a straightforward style, thereby making it easily recognizable. The rounded edges of the letters add a playful touch and align with Kuaishou’s focus on creativity and fun in content creation.
Colour
The colour scheme of the Kuaishou logo plays a crucial role in establishing its brand identity. The colours used in the logo design are orange and grey. The vibrant orange colour symbolises enthusiasm, energy, and creativity. It captures attention and evokes a sense of excitement, which is essential for a platform focused on dynamic video content. The colour grey, on the other hand, complements the orange and adds a layer of professionalism and stability to the logo. It balances the bright orange to ensure the overall design remains grounded and approachable.
The History of Kuaishou Technology
Kuaishou is a leading short video-sharing platform in China with a rich history that reflects its evolution from a simple GIF-sharing app to a major player in the digital content landscape. Founded in March 2011 by Su Hua and Cheng Yixiao, Kuaishou (快手), which translates to “fast hand,” the app initially allowed users to create and share animated GIFs. This early iteration of the app attracted a user base that appreciated visual communication and set the stage for its future growth.
In November 2012, Kuaishou changed from GIFs to short videos after realising the growing demand for video content. This strategic shift was crucial as it aligned with global trends toward video consumption. By 2015, Kuaishou had amassed over 100 million users, with daily uploads exceeding 2.6 million. The platform’s growth was particularly notable among users from lower-tier cities in China, who found it an accessible means of expression and connection.
As Kuaishou’s user base grew, its features also followed suit. The app introduced live streaming capabilities, which allowed users to engage with their audiences in real time. This step led to enhanced user interaction and opened new revenue streams through virtual gifting and e-commerce integrations. By 2020, Kuaishou had consolidated its position as a significant competitor to Douyin (the Chinese version of TikTok) with over 500 million monthly active users.
Kuaishou began its international expansion in May 2017 by launching “Kwai” in several countries, including Thailand, Indonesia, South Korea, and Russia. Despite initial traction in some markets—such as South Korea—Kwai faced challenges in sustaining its popularity abroad. The app struggled to compete against the dominance of TikTok. This led to several restructuring attempts within its international operations.
In response to these challenges, Kuaishou launched additional apps like Snack Video and Zynn in 2020. Snack Video gained significant traction in India before facing setbacks due to regulatory bans on Chinese apps. Meanwhile, Zynn attracted attention for its incentivised user engagement model but was ultimately removed from app stores due to content issues.
Kuaishou’s journey culminated in a successful IPO on February 5, 2021, where it raised $5.4 billion. This marked one of the largest tech listings since Uber’s IPO. The offering highlighted Kuaishou’s substantial growth potential and investor interest in the short video market. As of mid-2023, Kuaishou reported approximately 376 million daily active users. It continued efforts to enhance user engagement through innovative features and partnerships.
Interesting Facts About Kuaishou
- Kuaishou was launched in 2011 as a GIF creation and sharing app called “GIF Kuaishou.” It allowed users to create and share animated GIFs and tapped into the growing trend of visual communication before transitioning to short video content in 2013.
- The platform experienced explosive growth after its transition to short videos. It reached over 100 million daily users by 2013. By 2019, this number had surged to more than 200 million, which highlighted its popularity, particularly among users in lower-tier cities and rural areas of China.
- Kuaishou integrated live streaming features in 2016, which became a cornerstone of its user engagement strategy. This was complemented by the introduction of e-commerce services in 2018. This allowed users to sell products directly through the platform. Kuaishou, thus, created a comprehensive ecosystem for content creators and consumers.
- On February 5, 2021, Kuaishou went public in Hong Kong and raised approximately $5.3 billion in its IPO. This marked one of the largest tech listings since Uber’s IPO.
- Kuaishou is the main competitor to TikTok’s twin Douyin. It was founded by a Google employee, Su Hua, and an HP software engineer, Cheng Yixiao.
- Kuaishou investors include Tencent Holdings, 5Y Capital, DCM, and DST Global.
- Kuaishou leverages advanced AI technology to enhance user experience and content visibility. The platform’s algorithms ensure that even content from users with no followers can reach a broader audience to promote inclusivity and equal opportunities for all creators.
- Kuaishou is often labelled as a tacky app for its kitsch videos, especially uploaded by people from rural China.
- Kuaishou is a perfect foil to Douyin as it plays a key role in representing the “ordinary people” of China. The app represents people from rural China, such as people working on construction sites or those living in lower-tier cities.
- Kuaishou has about 2.34 trillion short video content and livestreaming likes, comments, and shares.
- While primarily focused on the Chinese market, Kuaishou has expanded internationally under the name “Kwai.” It has gained traction in various countries, including Brazil, Indonesia, and Pakistan. At the same time, it faced challenges competing against TikTok globally.
- Kuaishou users spend an average of approximately 126 minutes per day on the app, which highlights its engaging content and community-driven approach. The platform supports diverse content types beyond short videos, including live streaming, gaming, knowledge sharing, and online education.
- On March 28, 2023, Kuaishou received a two-star rating in the social responsibility pilot program for data security and personal information protection.
- The platform is home to a wide array of content creators ranging from amateur inventors to rural farmers who share their experiences and skills. This diversity fosters a sense of community and authenticity that resonates with its user base.
Finally
The history and evolution of the Kuaishou logo show how branding can adapt alongside technological advancements and user expectations. The Kuaishou logo is a symbol of creativity, speed, and community connection. It represents a company that began as a GIF-sharing app to become a powerhouse in short video content. Given that the company is going to evolve further in response to market demands and competitive pressures, the logo will remain an integral part of Kuaishou’s identity. It will continue to represent the journey and aspirations of Kuaishou in the digital landscape.