ZIII's  TRADEMARK

ZIII is a local brand keen on innovation and has obtained the patent right in HK. The ZIII trademark impresses the public with a stopcock, three lines of flowing water, and the Art Director Oivong’s Chinese-calligraphy signature (Fig. 1 and Fig. 2). Oivong loves collecting stopcocks of different regions in different periods. Not only does the stiff but fashionable stopcock symbolise the confusion of design aesthetics and modern technology, it also emblems the special character of normal hardware.

Being considered as the standardised product of industrial society, the vitality contained in Stopcock is even stronger than those in any other hardware like door lock. Stopcock mirrors the desire and energy embraced in calmness, which emits a sense of 'set-free (Z-three: ZIII)' so that everyone follows its own way, instead of blockage.

Whilst the hard Stopcock contrasts sharply with the soft flowing water, the three lines of flowing water on the trademark is the metaphor of ingenuity, boundless potential, as well as the traditional Chinese wisdom: Three-three induces endlessness, six-six procures infinity (三三不盡,六六無窮). When flowing water works with Stopcock, ZIII's brand slogan is indicated: the steady realm of Appropriable Fitness, Sensitive Touch, Authentic Choice, and Self at ease.

ZIII's  BRANDNAME

The 'Z' of ZIII is the 26th letter of the alphabet. The right part of the Greece 'Z (Zetz)' resembles the graceful flowing-water (Fig. 3). In terms of semiotics, the 'III' of ZIII means 'number three' in Roman, which in turn suggests the three significance of 'Z': 1. an unknown but infinity mathematical value; 2. the endless vitality and vigor of the whiz 'zip'; 3. the gesture of turning the stopcock, symbolizing tapping and economizing resources in a flexible way. In addition, the Chinese '之' of '之三' resembles the pronunciation and shape of 'Z'. In terms of pragmatics, '之' means 'go forward' which generates power as naturally as down-flowing water. For the same token, flowing water is thereby inexhaustible owing to natural.

Considering the index of both Chinese and English characters, some wordings both externally and spiritually have mutual meaning with ‘Z’. Static wordings like ‘Zen+ zzz’, and ‘Use not the hidden dragon (潛龍勿用)’ that is a philosophical concept coming from the Chinese classic YiJing (易經), mirrors the hiding potential in a locked stopcock. Once it is turned on the water rapidly ‘zip’ out. The once suppressed ‘zip’ energy is as refreshing as those when the zipper and fastener are pulled, and when the compressed file is swelling. This circumstance continues until the static status totally turns into a dynamic mode: ‘zippy+zeal+zest’, and eventually reaching the climax: ‘zenith.’ Nonetheless, one can always flexibly hang around the diagonal linking the ‘earth horizon’ and the ‘sky horizon,’ returning to the lurking state like a hidden dragon and waiting for the opportune moment to act (Fig. 4).

BRANDNAME & CROSSOVER

'Crossover' is a voguish tactic administering to the fusion of features and current virtues of 2 different brands. By Crossover, not solely does ZIII turn into a fashion eye-catcher, it also rises to a fashion model embracing both native and foreign cultures. This concept of Crossover is applied in design as well as commercial strategies. Fans of engaged brands thereby develop synesthesia respectively towards the items, which is beneficial to business expansion and market drum-up.

For design strategy, as a celebrated artist and professional designer, Oivong regards Crossover as a fusion beyond the limit of fine art and fashion business, as well as that of traditional art and contemporary art. In addition, Crossover also combines artistic production and creative industry, breaking through the perpetual predicament whilst pure art is somehow impossible to transform into mass art through mass production. Considering image-building, Crossover transmits alternative artistic messages, which is the so-called Post-modernist kind of ambiguous integration and Post-colonialist sort of admixture. These arouse a contrast and cataclysm in aesthetic, together with a brand-new lifestyle, helping to fascinate the new generation and high-taste consumers.

For operation strategy, ZIII practices diverse extends of Crossover with Pedder Red, the Hong Kong Jockey Club, and G..O.D. etc. Besides, to a great extend ZIII infuses new element, new appearance, and new life into renowned brands, so that they are even more dimensional and diversified on top of their established prestige. The joint forces, affiliation, mutiny, and trend creation embraced in the lineup of display items, interaction of brands’ themes, and inter-zone influence always evoke pop topics.