Vietnam’s Rang Dong Picks New Brand Identity, Strategic Slogan

Established in 1961, the Hanoi-based firm fully known as Rang Dong Light Source and Vacuum Flask Joint Stock Company has grown from a factory in charge of producing lamps and thermoses to Vietnam’s leading manufacturer of high-quality home appliances and smart lighting products. The launch in April 2026 of its new brand identity and the new transformative slogan “Smart Green - Accompanying Vietnamese Lifestyle” serves as a strategic positioning statement, declaring a new value system as the company pivots toward becoming a pioneering technology enterprise.

Rang Dong’s transition focuses on providing Smart - Green - Sustainable solutions, representing a historic milestone where traditional values are seamlessly integrated with cutting-edge innovation and a global vision. 

Its new brand identity is a deliberate blend of heritage and future-oriented design. At the heart of the logo, the iconic red sun with rising dawn rays is preserved. This traditional symbol represents energy, the light of faith and enduring vitality, which are qualities that have defined Rang Dong for seven decades. 

However, the visual language has been modernized to reflect the digital era and the company’s new stature.

In the new logo, the green element is manifested through a stylized arrow pointing forward, symbolizing movement and the rapid spread of smart technology solutions alongside a commitment to environmental harmony. 

The dynamic graphic represents Rang Dong’s agility in the Fourth Industrial Revolution, moving beyond a hardware manufacturer to become a comprehensive service provider. 

The integration of these elements in the new brand identity conveys the message of a brand that respects its roots while bravely embracing the digital and green transformation of the global economy.

Strategic slogan

From the previous slogan “Serving Customers”, Rang Dong has developed its new visual identity, embracing smart technology and green development. 

The new slogan is not just a phrase but a strategic manifesto reflecting three core pillars that will guide Rang Dong’s future operations. 

The Smart component represents the mastery of core technologies, integrating digitalization and artificial intelligence (AI) into every product and system. Developing AI solutions, Rang Dong enhances the operational efficiency and experiential value for both individual customers and the society at large.

The Green pillar emphasizes energy efficiency and environmental friendliness. Rang Dong is committed to meeting green building standards and aligning with national sustainable development goals, ensuring that growth does not come at the cost of the planet. 

The mission of ‘accompanying Vietnamese lifestyle’ confirms the company’s role as a trusted partner that deeply understands Vietnamese people’s demand. Rang Dong aims to bring the latest technological achievements into daily life, elevating the living standards and well-being of every citizen through reliable and accessible services.

Rang Dong’s launch of its new brand identity marks the beginning of a fresh spirit and a new journey. 

As a leading technology provider and knowledge partner, the company is dedicated to nurturing a self-reliant Vietnamese tech ecosystem. By focusing on smart, green and healthy solutions, the company reinforces its position as a pillar of the national economy, capable of competing with international brands on a global scale. 

This transformation is essential for Vietnam’s digital future, where innovation and sustainability are the primary drivers of prosperity.

Rang Dong’s new image is a promise to its partners and consumers that it will remain a steadfast companion, providing high-quality, synchronized and intelligent solutions. With a new logo and a renewed spirit, Rang Dong is ready to break boundaries and drive the national digital transformation forward. Each step in this new journey ensures a connected and intelligent society for generations to come, proving that a traditional brand can lead in a modern world through innovations and a clear strategic vision.

Should you have any questions or request a quotation of Rang Dong products, please send an email to: export@rangdong.com.vn.

Websites: en.rangdong.com.vn and vacuumflask.rangdong.com.vn.