The name JungleFish represents our company as a smart and flexible guide through a complex market environment symbolized by a Jungle. The positive attributes of a Jungle – vivid, rich, fertile, complex, and beautiful – can also be associated with a megacity like Shanghai. The fish brings harmony, color, movement. But fish and water also stand for tranquility. This creates a good contrast and memorable image. JungleFish sticks to the mind as a metaphor for the fresh and clear-minded company we aspire to be. The characteristics of simplicity, clarity and purposefulness fit best for the English brand name.
Tai Ji Yu – 太极鱼 – our Chinese brand name has a focus on philosophical ideas dating back to the Song dynasty (10th century CE). The concept of “Taiji” stands for harmonizing of seemingly opposites: With our Chinese/Western team we are able to understand the cultural differences well and strive to harmonize them towards a unique communication solution. The Fish in Taijiyu evokes the same positive qualities as in the English brand name and easily connects with it. The “Jungle” is thus substituted with the Yin/Yang concept in the Chinese name but the meaning is similar: creating harmony between extremes. The philosophical reference is more appropriate in Chinese.